Transcript 3220-07.PPT
OBSERVATIONAL RESEARCH Watching what people do • The information must be observable Helpful conditions: – the behavior is repetitive and of short duration Approaches to observational research • Natural Versus Contrived Situations • Open Versus Disguised Observation • Structured Versus Unstructured • Human Versus Machine Observers 7/13/2016 Marketing Research 1 Advantage and Disadvantages Advantages: – We see what people actually do – May avoid interviewer bias Disadvantages: – No information on motives – Time-consuming and expensive 7/13/2016 Marketing Research 2 Mystery Shoppers • Observational data about a store • Data about customer interactions – Telephone call – Purchase w/ little or no interaction – Purchase with conversation – Knowledge question about a product 7/13/2016 Marketing Research 3 Human Observation One Way Mirror Observations • Observing a group discussion as it unfolds Shopper Patterns and Behavior • Tracing the flow of shoppers through the store Content Analysis • Analysis of written material for insights into strategy 7/13/2016 Marketing Research 4 Humanistic Inquiry • “Immersion” • The researcher becomes part of the group Audits • Examination and verification of product sale • retail audits: sale to final customer • wholesale audit: warehouses to retailers 7/13/2016 Marketing Research 5 Machine observation Traffic Counters • Time and flow in retail stores Behavior Measurement • People Reader: reading habits Physiological Measurement • EEG: electroencephalogram • GSR: galvanic skin response • Pupilometer: pupil dilation 7/13/2016 Marketing Research 6 People Meter • measures TV and radio audiences Nielsen (TV) • diary, panel, People Meter – Arbitron (Radio) • diary, Portable People meter 7/13/2016 Marketing Research 7 Eye Tracking (Starch) 7/13/2016 Marketing Research 8 Machine observation Scanner Based • Store scanners read the UPC codes on products and produce instantaneous information on sales 7/13/2016 Marketing Research 9 Behavioral Versus Attitude Research Two different approaches to Marketing Research Behaviorists (scanner researchers) • Focused on what consumers do • quantitative, mathematical modelers, statisticians Attitudinal Researchers • Focused on feelings, attitudes & thoughts • Scanner data too sterile 7/13/2016 Marketing Research 10 The End 7/13/2016 Marketing Research 11