1. Business Research Methods William G. Zikmund
Chapter 11:
Observation Methods

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

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

4. What Can Be Observed Phenomena Example
Human behavior or physical Shoppers movement
action pattern in a store
Verbal behavior Statements made by
airline travelers who wait
in line
Expressive behavior Facial expressions, tone of
voice, and other form of
body language

5. What Can Be Observed Phenomena Example
Spatial relations How close visitors at an
and locations art museum stand to paintings
Temporal patterns How long fast-food customers
wait for their order to be served
Physical objects What brand name items are
stored in consumers’ pantries
Verbal and Pictorial Bar codes on product packages
Records

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

7. 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

8. 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

9. 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

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

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

12. 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.

13. 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

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

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

16. Physiological Reactions
Eye tracking
Pupilometer
Psychogalvanometer
Voice pitch

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

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

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

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