市场营销课件10-observation.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 10: Observation Scientific Observation is Systematic What Can Be Observed? Physical Actions Verbal Behavior Expressive Behavior Spatial Relations and Locations Temporal Patterns Verbal and Pictorial Records Categories of Observation Human versus Mechanical Visible versus Hidden Direct Contrived Observation of Physical Objects Physical-trace evidence Wear and tear of a book indicates how often it has been read Scientifically Contrived Observation The creation of an artificial environment to test a hypothesis Response Latency Reco