1. Collecting Information by Observation
Chapter 11

2. Basic Choices Among Methods for Collecting Observational Data
Degree of Structure
Structured
Unstructured
Degree of Disguise
Undisguised
Disguised
Observation
Setting
Natural
Contrived
Method of Administration
Human
Electrical/Mechanical
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3. Structured vs. Unstructured Observation
The problem has been defined precisely enough so that the behaviors that will be observed can be specified beforehand, as can the categories that will be used to record and analyze the situation.
Unstructured Observation
The problem has not been specifically defined, so a great deal of flexibility is allowed the observers in terms of what they note and record.
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4. Disguised vs. Undisguised Observation
The subjects are aware that they are being observed
Disguised Observation
The subjects are not aware that they are being observed
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5. Natural vs. Contrived Setting for Observation
Natural Setting
Subjects are observed in the environment where the behavior normally takes place.
Contrived Setting
Subjects are observed in an environment that has been specially designed for recording their behavior
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6. Human vs. Electrical/Mechanical Observation
Human Observation
Individuals are trained to systematically observe a phenomenon and to record on the observational form the specific events that take place.
Electrical/Mechanical Observation
An electrical or mechanical device observes a phenomenon and records the events that take place.
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7. Galvanometer
A device used to measure the emotion induced by exposure to a particular stimulus by recording changes in the electrical resistance of the skin associated with the minute degree of sweating that accompanies emotional arousal; in marketing research, the stimulus is often specific advertising copy.
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8. Eye Camera
A device used by researchers to study a subject’s eye movements while he or she is reading advertising copy.
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9. Response Latency
The amount of time a respondent deliberates before answering a question.
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10. Voice-Pitch Analysis
Analysis that examines changes in the relative frequency of the human voice that accompany emotional arousal.
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