Term
|
Definition
- Qualitative or quantitative research
- Exploratory, descriptive, or casual |
|
|
Term
| Things that people do that Marketing Researchers observe |
|
Definition
| Physical activities, verbal behavior, expressive behavior and physiological reactions, spatial relations and locations, temporal patterns, physical objects, verbal/pictorial records, neurological events |
|
|
Term
| Limitations of Observations |
|
Definition
- Observation over long periods = expensive
- Can't observe cognitive activity |
|
|
Term
| Types of Observation Studies |
|
Definition
- Visible observation (observer's presence is known)
- Hidden observation |
|
|
Term
| Advantages of Observation |
|
Definition
- Data is not distorted, inaccurate, or biased
- Data is recorded when actual/nonverbal behavior happens
- Communication with respondent isn't necessary
- Not relying on respondent's memory
- Can be combined with a survey
- Environment conditions can be recorded |
|
|
Term
| Examples of nonverbal communication |
|
Definition
| Facial expressions, body language, eye activity, personal space, gestures, manners |
|
|
Term
|
Definition
- ex) hand lotion focus group
- Response latency |
|
|
Term
|
Definition
- Record what naturally occurs
- Disadvantage: observer bias |
|
|
Term
|
Definition
- Distortion of measurement
- Recording of events inaccurately
- Wrongly interpreting observation data |
|
|
Term
|
Definition
- Create an artificial environment
- ex) mystery shoppers
- Disadvantages: environment may increase the frequency of certain behavior patterns |
|
|
Term
| Ethical Issues in Human Observation |
|
Definition
- Respondent's right to privacy
- Contrived observation as entrapment (ex: researcher pretending to have a concern on an airplane)
- LEGAL IF: people being observed are anonymous, observed behavior is performed in public, person has agreed to be observed |
|
|
Term
| Observation of Physical Objects -- Artifacts |
|
Definition
- Campbell's soup example
- Garbology
- Things that people made/consume within a culture |
|
|
Term
| Observation of Physical Objects -- Inventories |
|
Definition
- Count inventories for retailers/wholesalers
- Pantry audit |
|
|
Term
| Observation of Physical Objects -- Content analysis |
|
Definition
| - What is produced in a culture (ex: counting themes of people in ads) |
|
|
Term
|
Definition
- Television/radio monitoring
- Monitoring website traffic (click through rate, hits and page views)
- Scanner-based research
- Camera surveillance
- Neurological devices |
|
|
Term
| Click through rate disadvantages |
|
Definition
- May not indicate interest
- May not distinguish how many unique visitors
- Cost per click |
|
|
Term
| Advantages of scanner-based consumer panel over diary panel |
|
Definition
- actual vs. reported behavior
- mechanical vs. human record keeping (eliminates error)
- unobtrusive
- records all purchases
- less time consuming
- can combine scanner data with other data |
|
|
Term
| Measuring Physiological Reactions |
|
Definition
- Eye-tracking monitor
- Pupilometer
- Psychogalvanometer
- Voice pitch analysis |
|
|
Term
|
Definition
- Records how the subject actually reads/views an ad
- Measures unconscious eye movement |
|
|
Term
|
Definition
- Measures galvanic skin response: involuntary changes in the electrical resistance of the skin
- Assumes physiological changes accompany emotional reactions
- EX) sweat |
|
|
