OBSERVATIONAL RESEARCH

04/20/23Marketing Research 1

Watching what people do

The information must be observable

Helpful conditions:

◦ the behavior is repetitive and of short duration

Need estimates of prevalence?

Objective answers by

asking?

Yes

Yes

SURVEY

Good

Poor EXPLORATORY or SECONDARY RESEARCH

OBSERVATIONALRESEARCH

FOCUS GROUPS

Understanding of problem

Overview of Research Methods

No No

Natural versus Contrived

• Physical trace

Open versus Disguised

• A.K.A. visible vs. invisible

• Generally disguised is okay in public place (clothing store) but not okay in private place (dressing room)

Structured versus Unstructured

Mechanical versus Human (Ethnographic)

04/20/23Marketing Research 3

04/20/23 Marketing Research 4

04/20/23 Marketing Research 5

04/20/23 Marketing Research 6

04/20/23 Marketing Research 7

04/20/23 Marketing Research 8

04/20/23 Marketing Research 9

04/20/23Marketing Research 10

Traffic Counters

• Time and flow in retail stores

Behavior Measurement

• People Reader: reading habits

Physiological Measurement

• EEG: electroencephalogram

• GSR: galvanic skin response

• Pupilometer: pupil dilation

04/20/23Marketing Research 11

04/20/23Marketing Research 12

Store traffic

◦ How many people enter store,

◦ When? (rate)

Scanner Based

• Store scanners read the UPC codes on

products and produce instantaneous

information on sales

People Meter

Measures TV and radio audiences

Nielsen (TV)

diary, panel, People Meter

◦ Arbitron (Radio)

diary, Portable People meter

04/20/23Marketing Research 13

04/20/23Marketing Research 14

One Way Mirror Observations

Observing a group discussion as it unfolds

Shopper Patterns and Behavior

Tracing the flow of shoppers through the store

Content Analysis

Analysis of written material for insights into strategy

04/20/23Marketing Research 15

Two different approaches to Marketing Research

Attitudinal Researchers

• Focused on what consumer THINK

• feelings, attitudes & thoughts

Behaviorists (scanner researchers)

• Focused on what consumers DO

• quantitative, mathematical modelers, statisticians

Advantages:

◦ We see what people actually do

◦ May avoid interviewer bias

◦ Minimizes demand effects, social desirability bias

◦ Accesses info respondents can’t remember accurately

Disadvantages:

◦ No information on motives

◦ Time-consuming and expensive

04/20/23Marketing Research 16

04/20/23Marketing Research 17