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Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
CHAPTER six
Primary Data Collection:
Observation
Copyright © 2000 by John Wiley & Sons, Inc.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Learning Objectives
1. To develop a basic understanding of observation research.
2. To learn the approaches to observation research.
3. To understand the advantages and disadvantages of observation research.
4. To explore the types of human observation.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Learning Objectives
5. To describe the types of machine observation and their advantages and disadvantages.
6. To explore the tremendous impact scanner research has had on the marketing research industry in the past few years.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Observation Research Defined
Watching what people do
Conditions for Using Observation• the information must be observable• the behavior must be repetitive• short duration
Approaches to Observation Research
Natural Versus Contrived Situations
Open Versus Disguised Observation
THE NATURE OF OBSERVATION RESEARCH
THE NATURE OF OBSERVATION RESEARCH
To learn the approaches to observational research.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
THE NATURE OF OBSERVATION RESEARCH
THE NATURE OF OBSERVATION RESEARCH
Structured Versus Unstructured
Human Versus Machine Observers
Direct Versus Indirect
Advantages of Observation Research
• We can see what people actually do
• Avoids interviewer bias
• Quick data collection
Disadvantages of Observation Research
• Researcher does not learn motives
• Time-consuming and expensive
To understand the advantages and disadvantages.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Mystery Shoppers
• To gather observational data about a store
• To collect data about customer/employee interactionsLevel 1 - a mystery telephone call
Level 2 - a quick purchase, little or no interaction
To explore the types of human observation.
HUMAN OBSERVATION HUMAN OBSERVATION
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Level 3 - using a script, initiates a conversation
Level 4 - requires excellent communication and knowledge of product
To explore the types of human observation.
HUMAN OBSERVATION HUMAN OBSERVATION
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
One Way Mirror Observations
• Allows clients to observe the group discussion as it unfolds
Shopper Patterns and Behavior
• Tracing the flow of shoppers through the store
Content Analysis
• To analyze written material (advertising copy) into meaningful units using rules
HUMAN OBSERVATION HUMAN OBSERVATION
To explore the types of human observation.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Humanistic Inquiry
• The researcher becomes part of the group he is studying
• An immersion process
Audits
• An examination and verification of the sale of a product
•retail audits: sale to final customer
•wholesale audit: warehouses to retailers
HUMAN OBSERVATION HUMAN OBSERVATION
To explore the types of human observation.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Traffic Counters
Physiological Measurement
EEG: electroencephalogram
GSR: galvanic skin response
Pupilometer: pupil dilation
Voice Pitch Analysis: to measure emotion
Opinion and Behavior Measurement
People Reader: reading habits
MACHINE OBSERVATION MACHINE OBSERVATION
To explore the types of machine observation.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Rapid Analysis Measurement (RAMS): Turn dial when feeling more favorable
The People Meter Controversy:
• measures national TV audiences
• advertising losses
Scanner Based Research
• Television meters and laser scanners which read the UPC codes on products and produce instantaneous information on sales
MACHINE OBSERVATION MACHINE OBSERVATION
To explore the types of machine observation.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
BehaviorScan: shopping with an ID card
InfoScan: consumer packaged goods
1. Advertising Weight Testing
2. Copy Testing
IRI’s Software: optimal use of retail shelf space
Other IRI software Programs:
1. DataServer Analyzer:
A full range of analysis and reporting
MACHINE OBSERVATION MACHINE OBSERVATION
To explore the impact of scanner research.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
2. DataServer Partners
• data-mining
• analysis paths and predefined reports
• to determine causal factors
3. DataServer Targeter
• uses store level scanner and demographic data to estimate target sales
4. QuickStart
• helps promote profitable trade promotion
MACHINE OBSERVATION MACHINE OBSERVATION
To explore the impact of scanner research.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
Behavioral Research Versus Attitude Research - The Growing Chasm in Marketing Research
Scanner Researchers ( behaviorists)
• Quantitative, mathematical modelers, statisticians
• Interested in what consumers do
Attitudinal Researchers
• Scanner data too sterile
• Must know feelings/attitudes
MACHINE OBSERVATION MACHINE OBSERVATION
To explore the impact of scanner research.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
The Future of Scanning
Scanner Plus:
• Will be able to communicate with personal computers in the home
• To analyze an individual household's consumption and offer menu projections and shopping lists
• Keep track of coupons
• Maintain a promotion bank
MACHINE OBSERVATION MACHINE OBSERVATION
To explore the impact of scanner research.
Learning ObjectiveLearning ObjectiveChapter 6Chapter 6
Primary Data Collection: Observation
The End
Copyright © 2000 by John Wiley & Sons, Inc.
