Business Research Methods

William G. Zikmund

Chapter 11: Observation Methods

Scientific Observation Is Systematic

What Can Be Observed?Physical actionsVerbal behaviorExpressive behaviorSpatial relations and locationsTemporal patternsVerbal and pictorial records

Phenomena ExampleHuman behavior or physical Shoppers movementactionpattern in a store

Verbal behaviorStatements made byairline travelers who waitin line

Expressive behaviorFacial expressions, tone of voice, and other form of body languageWhat Can Be Observed

PhenomenaExampleSpatial relationsHow close visitors at anand locationsart museum stand to paintings

Temporal patternsHow long fast-food customerswait for their order to be served

Physical objectsWhat brand name items are stored in consumers pantries

Verbal and Pictorial Bar codes on product packagesRecordsWhat Can Be Observed

Categories of ObservationHuman versus mechanicalVisible versus hiddenDirectContrived

Observation of Human BehaviorBenefitsCommunication with respondent is not necessaryData without distortions due to self-report (e.g.: without social desirability) biasNo need to rely on respondents memoryNonverbal behavior data may be obtained

Observation of Human BehaviorBenefitsCertain data may be obtained more quicklyEnvironmental conditions may be recordedMay be combined with survey to provide supplemental evidence

Observation of Human BehaviorLimitationsCognitive phenomena cannot be observedInterpretation of data may be a problemNot all activity can be recordedOnly short periods can be observedObserver bias possiblePossible invasion of privacy

Observation of Physical ObjectsPhysical-trace evidence Wear and tear of a book indicates how often it has been read

Scientifically Contrived ObservationThe creation of an artificial environment to test a hypothesis

Response LatencyRecording the decision time necessary to make a choice between two alternativesIt is presumed to indicate the strength of preference between alternatives.

Content Analysis Obtains data by observing and analyzing the content of advertisements, letters, articles, etc.Deals with the study of the message itselfMeasures the extent of emphasis or omission

Mechanical ObservationTraffic CountersWeb TrafficScannersPeoplemeterPhysiological Measures

Monitoring Web Site TrafficHits and page viewsJupiter Media Metrics Nielsen//NetRatings

Physiological ReactionsEye trackingPupilometerPsychogalvanometerVoice pitch

Eye Tracking MonitorsRecord how the subject actually reads or views an advertisementMeasure unconscious eye movements

PupilometerThis device observes and records changes in the diameter of the subjects pupils.

PsychogalvanometerMeasures galvanic skin responseInvoluntary changes in the electrical resistance of the skinAssumption: physiological changes accompany emotional reactions

Voice Pitch AnalysisMeasures emotional reactions through physiological changes in a persons voice

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