1. Business Research Methods Chapter 11: Observation Methods

2. 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

3. 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 objectsWhich brand name items are stored in consumers’ pantries Verbal and Pictorial Bar codes on product packages Records

4. Observation of Human Behavior Benefits Communication with respondent is not necessary Data without distortions due to self-report (e.g.: without social desirability) No need to rely on respondent’s 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

5. 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

6. Approaches to Observation Research NATURAL VERSUS CONTRIVED VISIBLE VERSUS HIDDEN HUMAN OBSERVATION OBSERVATION OF PHYSICAL OBJECTS CONTENT ANALYSIS MECHANICAL OBSERVATION

7. Approaches to Observation Research. òNatural vs. contrived situations - Contrived or experimental situation, better control, less time, but artificial setting and the behavior may be different. òVisible vs. hidden observation - Presence of an observer may have an influence on the behavior.

8. Human Observation. òMystery Shoppers - Competitor or firm operations, level of service, prices displays etc. òOne-way mirrors - usage or preferences. òShopper patterns - Route taken, time spent, effects of displays, lighting, music etc. ò Humanistic or Naturalistic Inquiry

9. OBSERVATION OF PHYSICAL OBJECTS Physical-trace evidence wear and tear of a book indicates how often it has been read

10. 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

11. Machine Observation. òTraffic Counters. òPhysiological Measurement òBehavior measurement. òScanner data – Audits and Single Source Research.

12. PHYSIOLOGICAL REACTIONS EYE TRACKING PUPILOMETER PSYCHOGALVANOMETER VOICE PITCH

13. Eye tracking monitors record how the subject actually reads or views an advertisement measure unconscious eye movements

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

15. Psychogalvanometer measures galvanic skin response involuntary changes in the electrical resistance of the skin assumption: physiological changes accompany emotional reactions

16. Voice pitch analysis measures emotional reactions through physiological changes in a person’s voice

17. Behavior Measurement òDifferent ways of measuring media audiences òT.V., Radio, Web etc.

18. Scanner data òAudits. òSingle Source Research - A single panel of respondents - by continuously monitoring the advertising and promotions and purchases. Objective, accurate picture of direct causal relationship between different kinds of sales and marketing efforts and actual sales.