第六章描述性研究设计： 调查与观察.ppt

Observation Methods: Personal Observation观察方法：人员观察 A researcher observes actual behavior as it occurs. The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place. For example, a researcher might record traffic counts and observe traffic flows in a department store. 研究人员观察实际行为的发生。 观察员不会尝试操纵正被观察的研究对象的现象，但只是记录发生的事情。 例如研究员可能在一家百货商店记录交通计数，并观察交通流量的。 2011/2/13 ZHAODongyang Panzhihua Univerity * Observation Methods: Mechanical Observation观察方法：机械观察 2011/2/13 ZHAODongyang Panzhihua Univerity * Observation Methods: Audit The researcher collects data by examining physical records or performing inventory analysis. Data are collected personally by the researcher. The data are based upon counts, usually of physical objects. Retail and wholesale audits conducted by marketing research suppliers were discussed in the context of syndicated data in Chapter 4. 2011/2/13 ZHAODongyang Panzhihua Univerity * Observation Methods: Content Analysis 2011/2/13 ZHAODongyang Panzhihua Univerity * Observation Methods: Trace Analysis Data collection is based on physical traces, or evidence, of past behavior. The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. The number of different fingerprints on a page was used to gauge the readership of various advertisements in a magazine. The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations. The age and condition of cars in a parking lot were used to assess the affluence of customers. The magazines people donated to charity were used to determine peoples favorite magazines. Internet visitors leave traces which can be analyzed to examine browsing and usage behavior by using cookies. 2011/2/13 ZHAODongyang Panzhihua Univerity * A Comparative Evaluation of Observation Methods Table 6.3 Criteria Personal