TAILIEUCHUNG - Lecture Marketing research - Chapter 6: Primary data collection: Observation

This chapter include objectives: To develop a basic understanding of observation research, to learn the approaches to observation research, to understand the advantages and disadvantages of observation research, to explore the types of human observation,. | Copyright © 2004 John Wiley & Sons, Inc. Primary Data Collection: Observation CHAPTER Six Learning Objectives 1. To develop a basic understanding of observation research. 2. To learn the approaches to observation research. 3. To understand the advantages and disadvantages of observation research. 4. To explore the types of human observation. Learning Objectives 5. To understand the types of machine observation and their advantages and disadvantages. To explore the tremendous impact of scanner-based research on the marketing research industry. To learn about observation research on the internet Observation Research Defined The systematic recording of patterns of occurrence or behaviors without communicating with the people involved. Conditions for Using Observation The information must be observable The behavior must be repetitive Short duration Approaches to Observation Research Natural Versus Contrived Situations Open Versus Disguised Observation To develop a basic understanding of observational research. The Nature of Observation Research To learn about the various types of firms and their functions in research. The Evolving Structure Corporate Marketing Research Departments The Marketing Research Industry The Internet Impact Users of Marketing Research Strategic Partnering and Global Research Observation Situations Observers in supermarkets. Purpose: comparative shopping Situation Example People watching people Table People watching phenomena Machines watching people Machines watching phenomena Observer stationed at intersection counts traffic. Video-cameras record consumers selecting frozen foods to determine popularity of choice. Traffic-counting machines monitor the flow of traffic through an intersection. Structured Versus Unstructured Human Versus Machine Observers Direct Versus Indirect Advantages of Observation Research We can see what people actually do Avoids interviewer bias Quick data collection Disadvantages of Observation Research Researcher .

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