1. Exploring Marketing Research William G. Zikmund Chapter 10: Observation

2. Copyright © 2000 by Harcourt, Inc. All rights reserved. Scientific Observation is Systematic “YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes

3. Copyright © 2000 by Harcourt, Inc. All rights reserved. What Can Be Observed? Physical Actions Verbal Behavior Expressive Behavior Spatial Relations and Locations Temporal Patterns Verbal and Pictorial Records

4. Copyright © 2000 by Harcourt, Inc. All rights reserved. WHAT CAN BE OBSERVED PhenomenaExample 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

5. Copyright © 2000 by Harcourt, Inc. All rights reserved. WHAT CAN BE OBSERVED 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

6. Copyright © 2000 by Harcourt, Inc. All rights reserved. Categories of Observation Human versus Mechanical Visible versus Hidden Direct Contrived

7. Copyright © 2000 by Harcourt, Inc. All rights reserved. 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 Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence

8. Copyright © 2000 by Harcourt, Inc. All rights reserved. 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

9. Copyright © 2000 by Harcourt, Inc. All rights reserved. Observation of Physical Objects Physical-trace evidence Wear and tear of a book indicates how often it has been read

10. Copyright © 2000 by Harcourt, Inc. All rights reserved. Scientifically Contrived Observation The creation of an artificial environment to test a hypothesis

11. Copyright © 2000 by Harcourt, Inc. All rights reserved. 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.

12. Copyright © 2000 by Harcourt, Inc. All rights reserved. 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

13. Copyright © 2000 by Harcourt, Inc. All rights reserved. Physiological Reactions Eye Tracking Pupilometer Psychogalvanometer Voice Pitch

14. Copyright © 2000 by Harcourt, Inc. All rights reserved. Mechanical Observation Traffic Counters Scanners Peoplemeter Physiological Measures

15. Copyright © 2000 by Harcourt, Inc. All rights reserved. Eye Tracking Monitors Record how the subject actually reads or views an advertisement Measure unconscious eye movements

16. Copyright © 2000 by Harcourt, Inc. All rights reserved. Pupilometer This device observes and records changes in the diameter of the subject’s pupils.

17. Copyright © 2000 by Harcourt, Inc. All rights reserved. Psychogalvanometer Measures galvanic skin response Involuntary changes in the electrical resistance of the skin Assumption: physiological changes accompany emotional reactions

18. Copyright © 2000 by Harcourt, Inc. All rights reserved. Voice Pitch Analysis Measures emotional reactions through physiological changes in a person’s voice