Chapter8 - Observation Focus Groups and Other Qualitative...

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Observation, Focus Groups, and Other Qualitative Measures Bleeding Love
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Ch 8 2 Categories of Research Quantitative research: - uses structured questions - response options are predetermined - large number of respondents Qualitative research: involves collecting, analyzing, and interpreting data by observing what people do and say – offers rich insight into behavior
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Ch 8 3 Categories of Research Pluralistic research: combination of quantitative and qualitative research methods to gain the advantages of both - qualitative can serve as foundation to quantitative
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Ch 8 4 Observation Techniques Observation methods: researcher relies on powers of observation rather than communicating with a person in order to obtain information
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Ch 8 5 Observation Techniques Types of observation: Direct versus indirect Disguised versus undisguised Structured versus unstructured Human versus mechanical
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Ch 8 6 Observation Techniques Direct versus Indirect Direct observation: observing behavior as it occurs Indirect observation: observing the effects or results of the behavior rather than the behavior itself Archives (e.g. records of sales calls) Physical traces (e.g. garbology) Structured versus unstructured Human versus mechanical
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Ch 8 7 Observation Techniques Disguised versus Undisguised Disguised observation: subject is unaware that he or she is being observed (is this an ethical issue?) Undisguised observation: respondent is aware of observation
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Ch 8 8 Observation Techniques Structured versus Unstructured Structured observation: researcher identifies beforehand which Unstructured observation: no restriction is placed on what the observer would note: all behavior in the episode under study is monitored
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Ch 8 9 Observation Techniques Human versus Mechanical Human observation: observer is a person hired by the researcher, or, perhaps the observer is the researcher Mechanical observation: human observer is replaced with some form of static observing device (e.g. turnstill)
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Ch 8 10 Observation Techniques Appropriate Conditions for Use Short duration Public Faulty recall conditions - need for Arbitron’s Portable People Meter
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Ch 8 11 Observation Techniques Advantages of Observational Data Insight into actual, not reported, behaviors No chance for recall error Better accuracy Less cost - in-store traffic counts vs. survey
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Ch 8 12 Observation Techniques Limitations of Observational Data Small number of subjects
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Chapter8 - Observation Focus Groups and Other Qualitative...

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