Chapter 8 outline

Chapter 8 outline - MGM 403 Chapter 8 PIMARY DATA...

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MGM 403 Chapter 8 PIMARY DATA COLLECTION: OBSERVATION I) Nature of Observation Research - Observation research can be defined as the systematic process of recording patterns of occurrences of behaviors without normally questioning or communicating with the people involved. - A marketing researcher using the observation technique witness & records events as they occur or compiles evidence from records of past events. A) Conditions of Using Observation 1. 3 conditions must be met before observation can be successfully used as data collection tool - The needed information must be either observable or inferable from behavior that is observable. - The behavior of interest must be repetitive, frequent, or in some manner predictable. - The behavior of interest must be of relatively short duration. B) Approaches to Observation Research 1. Natural vs. Contrived Situations a) The observer plays no role in the behavior of interest. Those being observed should have no idea that they are under observation. (Natural) b) A contrived environment enables the researcher to better control extraneous variables that might have an impact on a person’s behavior or the interpretation of that behavior. c) Use of such an environment also tends to speed up the data-gathering process. d) The researcher does not have to wait for natural events to occur but instead instructs the participants to perform certain actions. e) The primary disadvantage of a contrived setting is that it is artificial, and thus the observed behavior may be different from what would occur in real-world situation. 2. Open vs. Disguised Observation a) Open observation – process of monitoring people who know they are being watched. b) Disguised observation – process of monitoring people who do not know they are being watched (one-way mirror). 3. Human vs. Machine Observers a) Desirable to replace human observers with machines – when machines can do the job less expensively, more accurately, or more readily.
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4. Direct vs. Indirect Observation a) Most of the observation carried out for marketing research is direct observation of current behavior. b) In order for past behavior that must be observed, the research must turn to some record of the behavior. c) Garbologists sort through people’s garbage to analyze household consumption patterns. C) Advantages of Observation Research 1. The researcher avoids problems associated with the willingness & ability of respondents to answer questions. 2.
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Chapter 8 outline - MGM 403 Chapter 8 PIMARY DATA...

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