3220Lecture7Chapter6.ppt
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Transcript 3220Lecture7Chapter6.ppt
Watching what people do
The
information must be observable
Helpful conditions:
◦ the behavior is repetitive and of short duration
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Overview of Research Methods
Understanding
of problem
Poor
EXPLORATORY or
SECONDARY
RESEARCH
Good
Objective
answers by
asking?
No
OBSERVATIONAL
RESEARCH
Need estimates
of prevalence?
Yes
No
FOCUS
GROUPS
Yes
SURVEY
Natural versus Contrived
• Physical trace
Open versus Disguised
• A.K.A. visible vs. invisible
• Generally disguised is okay in public place (clothing store)
but not okay in private place (dressing room)
Structured versus Unstructured
Mechanical versus Human (Ethnographic)
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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
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Store traffic
◦ How many people enter store,
◦ When? (rate)
Scanner Based
• Store scanners read the UPC codes on
products and produce instantaneous
information on sales
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People Meter
Measures TV and radio audiences
Nielsen (TV)
diary, panel, People Meter
◦ Arbitron (Radio)
diary, Portable People meter
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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
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Two different approaches to Marketing Research
Attitudinal Researchers
• Focused on what consumer THINK
• feelings, attitudes & thoughts
Behaviorists (scanner researchers)
• Focused on what consumers DO
• quantitative, mathematical modelers,
statisticians
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Advantages:
◦ We see what people actually do
◦ May avoid interviewer bias
◦ Minimizes demand effects, social desirability bias
◦ Accesses info respondents can’t remember accurately
Disadvantages:
◦ No information on motives
◦ Time-consuming and expensive
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