1. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Collecting Primary Data by Observation Chapter 5, Student Edition MR/Brown & Suter 1

2. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter2 1. List the seven kinds of primary data about individuals that interest marketers 2. Describe the two basic means of obtaining primary data 3. State the specific advantages of each method of data collection 4. List the important considerations in the use of observational methods of data collection 5. Cite the main reason researchers may choose to disguise the presence of an observer in a study 6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting 7. Discuss four types of mechanical observational research

3. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter3 1. List the seven kinds of primary data about individuals that interest marketers 2. Describe the two basic means of obtaining primary data 3. State the specific advantages of each method of data collection 4. List the important considerations in the use of observational methods of data collection 5. Cite the main reason researchers may choose to disguise the presence of an observer in a study 6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting 7. Discuss four types of mechanical observational research

4. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 1 MR/Brown & Suter4 BEHAVIOR Motivation Attitudes Demographic/So cioeconomic Personality/Lifest yle Intentions Awareness/Kno wledge

5. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter5 1. List the seven kinds of primary data about individuals that interest marketers 2. Describe the two basic means of obtaining primary data 3. State the specific advantages of each method of data collection 4. List the important considerations in the use of observational methods of data collection 5. Cite the main reason researchers may choose to disguise the presence of an observer in a study 6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting 7. Discuss four types of mechanical observational research

6. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 2 MR/Brown & Suter6  Observation  Does not involve questioning respondents  Involves recording respondent’s actions  Similar in degree of structure, degree of disguise and method of administration  Setting is important (natural vs. contrived)  Communication  Involves questioning respondents  Involves respondents completing a questionnaire  Similar in degree of structure, degree of disguise and method of administration

7. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter7 1. List the seven kinds of primary data about individuals that interest marketers 2. Describe the two basic means of obtaining primary data 3. State the specific advantages of each method of data collection 4. List the important considerations in the use of observational methods of data collection 5. Cite the main reason researchers may choose to disguise the presence of an observer in a study 6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting 7. Discuss four types of mechanical observational research

8. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 3 MR/Brown & Suter8  Observation  Advantages  Objective  Accurate  Communication  Advantages  Versatility  Speed  Cost

9. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter9 1. List the seven kinds of primary data about individuals that interest marketers 2. Describe the two basic means of obtaining primary data 3. State the specific advantages of each method of data collection 4. List the important considerations in the use of observational methods of data collection 5. Cite the main reason researchers may choose to disguise the presence of an observer in a study 6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting 7. Discuss four types of mechanical observational research

10. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter10  Structured Observation  Requires fairly precise problem definition  Can be used in descriptive and causal research  Unstructured Observation  Requires a great deal of flexibility  More likely to be used in exploratory research

11. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter11  Disguised Observation  Subjects are not aware that they are being observed  Mystery shoppers observing the potential purchase of M-rated video games or R-rated DVDs by children  Undisguised Observation  Subjects are aware that they are being observed  Observer, standing in plain sight with pencil and clipboard in hand, recording actions of supermarket shoppers

12. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter12  Natural Observation  Subjects are observed in the environment where the behavior normally takes place  Amount of time spent reviewing an in-store point- of-purchase display  A friend happening by to chat could distort the time measure  Contrived Observation  Subjects are observed in an environment that has been designed for recording their behavior  Amount of time spent reviewing a virtual reality point-of-purchase display  Friends cannot happen by as the environment is controlled by the researcher

13. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter13  Human Administration  Trained researchers observe and record phenomenon  Notes are written in the field, summarized back in the office  Mechanical Administration  Electronic devices observe and record phenomenon  Bar-code scanners are one of the most important methods of mechanical observation

14. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter14 1. List the seven kinds of primary data about individuals that interest marketers 2. Describe the two basic means of obtaining primary data 3. State the specific advantages of each method of data collection 4. List the important considerations in the use of observational methods of data collection 5. Cite the main reason researchers may choose to disguise the presence of an observer in a study 6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting 7. Discuss four types of mechanical observational research

15. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 5 MR/Brown & Suter15  The main reason researchers disguise the presence of an observer is in order to control the tendency of people to behave differently when they know they, and more importantly their actions and behaviors, are being watched

16. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter16 1. List the seven kinds of primary data about individuals that interest marketers 2. Describe the two basic means of obtaining primary data 3. State the specific advantages of each method of data collection 4. List the important considerations in the use of observational methods of data collection 5. Cite the main reason researchers may choose to disguise the presence of an observer in a study 6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting 7. Discuss four types of mechanical observational research

17. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 6 MR/Brown & Suter17  Advantages of a Laboratory (Contrived Observation) Setting  Researchers are able to control outside influences  Speeds data collection process  Lower cost research  More objective measures  Disadvantages of a Laboratory (Contrived Observation) Setting  The contrived setting itself may cause differences in behavior

18. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter18 1. List the seven kinds of primary data about individuals that interest marketers 2. Describe the two basic means of obtaining primary data 3. State the specific advantages of each method of data collection 4. List the important considerations in the use of observational methods of data collection 5. Cite the main reason researchers may choose to disguise the presence of an observer in a study 6. Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting 7. Discuss four types of mechanical observational research

19. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 7 MR/Brown & Suter19  Response latency – the amount of time a respondent deliberates before answering a question  Galvanometer – measures changes in the electrical resistance of the skin associated with tiny traces of sweat that comes with emotional arousal  Voice-pitch analysis – examines changes in the relative vibration frequency of the voice that accompany emotional arousal  Eye tracker cameras – used by researchers to study a subject’s eye movements while s/he is reading advertising copy