Exploring Marketing Research William G' Zikmund

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Exploring Marketing ResearchWilliam G. Zikmund

• Chapter 10
• Observation

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Scientific Observation Is Systematic
YOU SEE, BUT YOU DO NOT OBSERVE.
Sherlock Holmes
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What Can Be Observed?

• Physical actions
• Verbal behavior
• Expressive behavior
• Spatial relations and locations
• Temporal patterns
• Verbal and pictorial records

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What Can Be Observed
Phenomena Example
Human behavior or physical Shoppers
movement action pattern in a store Verbal
behavior Statements made by airline
travelers who wait in line Expressive
behavior Facial expressions, tone of voice,
and other form of body language
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What Can Be Observed
Phenomena Example
Spatial relations How close visitors at an and
locations art museum stand to
paintings Temporal patterns How long fast-food
customers wait for their order to be
served Physical objects What brand name items
are stored in consumers pantries Verbal
and Pictorial Bar codes on product
packages Records
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Categories of Observation

• Human versus mechanical
• Visible versus hidden
• Direct
• Contrived

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Observation of Human BehaviorBenefits

• Communication with respondent is not necessary
• Data without distortions due to self-report
  (e.g. without social desirability) Bias
• No need to rely on respondents memory
• Nonverbal behavior data may be obtained

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Observation of Human BehaviorBenefits

• Certain data may be obtained more quickly
• Environmental conditions may be recorded
• May be combined with survey to provide
  supplemental evidence

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Observation of Human BehaviorLimitations

• 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 possible
• Possible invasion of privacy

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Observation of Physical Objects

• Physical-trace evidence
• Wear and tear of a book indicates how often it
  has been read

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Scientifically Contrived Observation

• The creation of an artificial environment to test
  a hypothesis

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Response Latency

• Recording the decision time necessary to make a
  choice between two alternatives
• It is presumed to indicate the strength of
  preference between alternatives.

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Content Analysis

• Obtains data by observing and analyzing the
  content of advertisements, letters, articles,
  etc.
• Deals with the study of the message itself
• Measures the extent of emphasis or omission

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Mechanical Observation

• Traffic Counters
• Web Traffic
• Scanners
• Peoplemeter
• Physiological Measures

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Monitoring Web Site Traffic

• Hits and page views
• Jupiter Media Metrics
• Nielsen//NetRatings

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Physiological Reactions

• Eye tracking
• Pupilometer
• Psychogalvanometer
• Voice pitch

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Eye Tracking Monitors

• Record how the subject actually reads or views an
  advertisement
• Measure unconscious eye movements

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Pupilometer

• This device observes and records changes in the
  diameter of the subjects pupils.

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Psychogalvanometer

• Measures galvanic skin response
• Involuntary changes in the electrical resistance
  of the skin
• Assumption physiological changes accompany
  emotional reactions

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Voice Pitch Analysis

• Measures emotional reactions through
  physiological changes in a persons voice