Advertising Research - 1.25.11 Observational Research...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
1.25.11 Observational Research Collection of information through the recording of objects, events, situations, or people’s behaviors Understanding of what is occurring Can be both qualitative and quantitative depending on how you conduct it o Whether you provide quantitative accounts or verbal/narrative accounts of people and their actions Appropriate for determining: “How” people behave o i.e. how consumers use a particular product Inappropriate for determining: “Why” people behave in a certain manner o i.e. why they use that product or how they feel about it Informational needs that cannot be satisfied: o Understanding of motives, attitudes and beliefs Advantages o Provides useful preliminary information o Does not depend on subject’s ability or willingness to answer I.E. Children’s TV viewing behavior o Usually inexpensive except o Occurs in more natural settings (field observation) Difficult to generalize o Only valid for the particular group observed i.e. TV viewing behavior in one household different from next door Potential biases o Researcher bias (observer bias) Rely on a researcher’s perceptions and judgments o Reactivity the very process of being observed may influence the behavior under study (only in open observation) o
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/14/2011 for the course ADPR 3130 taught by Professor Lee during the Spring '11 term at University of Georgia Athens.

Page1 / 4

Advertising Research - 1.25.11 Observational Research...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online