ch8 - M303 - MARKETING RESEARCH, SPRING SEMESTER, 2010 1...

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M303 - MARKETING RESEARCH, SPRING SEMESTER, 2010 1 p.m., 2:30 p.m., 4 p.m., and 5:30 p.m., Classes - Peter Perreault CHAPTER 8 - OBSERVATION Learning Outcomes: [Z&B, p. 186] After studying this chapter, you should be able to: 1. Discuss the role of observation as a marketing research method. 2. Describe the use of direct observation and contrived observation. 3. Identify ethical issues particular to research using observation. 4. Explain the observation of physical objects and message content. 5. Describe major types of mechanical observation. 6. Summarize the techniques for measuring physiological reactions. I. Primary Data Collection Overview A. Purpose -> need to obtain new information for the conclusive decision- making situation at hand B. Three Methods for Primary Data Collection 1. Survey * Research method for collecting primary data in which the data is obtained by communicating with people ~> Survey - ask about something 2. Observation = the systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed * Research method for collecting primary data by systematically witnessing and recording the behavioral patterns of people, physical objects, and / or events ~> Observation - watch something 3. Experiment * research method for collecting primary data to evaluate causal relationships among variables in which conditions are controlled so that one or more independent variables can be manipulated to test a hypothesis about a dependent variable ~> Experiment - manipulate something M303 -- Chapter 8 Study Guide - Page 1
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M303 -- Chapter 8 Study Guide - Page 2
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II. Roles in Observation Research A. Research Client - the person needing the information B. Research Provider - the person who designs the observation research study - Observation method - Location / time - Instructions - Recording instrument C. Observer - the person who, or mechanical device which, observes the subject and records the subject = s behavior D. Subject - the person whose behavior is being observed III. Use of Observation Research A. Needed Information Must Be Observable * Nonverbal communication 1. Cannot observe the attitudes, motivations, or preferences of the subject 2. Does not capture why the observed behavior of the subject occurred 3. Does not indicate what actions were intended by the subject B. Behavior of Interest Must Be Repetitive, Frequent, or Predictable 1. Consistent responses by a research subject in a given situation C. For Human Observation Formats, the Behavior of Interest Must Be of
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This note was uploaded on 01/27/2011 for the course BUS-M 303 taught by Professor Perrault during the Spring '10 term at Indiana.

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ch8 - M303 - MARKETING RESEARCH, SPRING SEMESTER, 2010 1...

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