市场调查方法(英文版)第八章.pptVIP

Chapter 8Observation LEARNING OUTCOMES Discuss the role of observation as a marketing research method Describe the use of direct observation and contrived observation Identify ethical issues in observation studies Explain the observation of physical objects and message content Describe major types of mechanical observation Summarize techniques for measuring physiological reactions Scientific Observation Is Systematic Observation in Marketing Research Observation The systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed. Observation is a tool for scientific inquiry when it: Serves a formulated research purpose. Is planned and recorded systematically. Is related to general propositions rather than simply reflecting a set of interesting curiosities. Is subjected to checks or controls on validity and reliability. What Can Be Observed? Physical actions The movement pattern of shoppers in a store Verbal behavior Statements made by airline travelers waiting in line Expressive behavior Facial expressions, tone of voice, and other forms of body language Spatial relations and locations How close visitors at an art museum stand to paintings Temporal patterns How long fast-food customers wait for their order to be served Verbal and pictorial records Bar codes on product packages EXHIBIT 8.1 What Can Be Observed What Cannot Be Observed? Limitations of Observations in General Observation can describe the event that occurred but cannot explain why the event occurred. Observation over long periods is expensive or even impossible. Cognitive phenomena cannot be observed. Interpretation of data may be a problem. Not all activity can be recorded. Only short periods can be observed. Observer bias is possible. Observation may become an invasion of privacy. The Nature of Observation Studies Visible Observation Observation in which the observer’s presence is known to the subject. Hidden Observation Observation in which the subje