12. “YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes Scientific Observation Is Systematic

13. What Can Be Observed? Physical actions Verbal behavior Expressive behavior Spatial relations and locations Temporal patterns Verbal and pictorial records

14. Phenomena Example Human behavior or physical Shoppers movement actionpattern in a store Verbal behaviorStatements made by airline travelers who wait in line Expressive behaviorFacial expressions, tone of voice, and other form of body language What Can Be Observed

15. PhenomenaExample Spatial relationsHow close visitors at an and locationsart museum stand to paintings Temporal patternsHow long fast-food customers wait for their order to be served Physical objectsWhat brand name items are stored in consumers’ pantries Verbal and Pictorial Bar codes on product packages Records What Can Be Observed

16. Categories of Observation Human versus mechanical Visible versus hidden Direct Contrived

17. Observation of Human Behavior Benefits Communication with respondent is not necessary Data without distortions due to self-report (e.g.: without social desirability) Bias No need to rely on respondents memory Nonverbal behavior data may be obtained

18. Observation of Human Behavior Benefits Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence

19. Observation of Human Behavior Limitations Cognitive phenomena cannot be observed Interpretation of data may be a problem Not all activity can be recorded Only short periods can be observed Observer bias possible Possible invasion of privacy

20. Observation of Physical Objects Physical-trace evidence Wear and tear of a book indicates how often it has been read

21. Scientifically Contrived Observation The creation of an artificial environment to test a hypothesis

22. Response Latency Recording the decision time necessary to make a choice between two alternatives It is presumed to indicate the strength of preference between alternatives.

23. Content Analysis Obtains data by observing and analyzing the content of advertisements, letters, articles, etc. Deals with the study of the message itself Measures the extent of emphasis or omission

24. Mechanical Observation Traffic Counters Web Traffic Scanners Peoplemeter Physiological Measures

25. Monitoring Web Site Traffic Hits and page views Jupiter Media Metrics Nielsen//NetRatings

26. Physiological Reactions Eye tracking Pupilometer Psychogalvanometer Voice pitch

27. Eye Tracking Monitors Record how the subject actually reads or views an advertisement Measure unconscious eye movements

28. Pupilometer This device observes and records changes in the diameter of the subject’s pupils.

29. Psychogalvanometer Measures galvanic skin response Involuntary changes in the electrical resistance of the skin Assumption: physiological changes accompany emotional reactions

30. Voice Pitch Analysis Measures emotional reactions through physiological changes in a person’s voice