The Nature of Observation Research
A. Observation Research - Observing consumers without communicating with them.
It is the systematic process of recording the behavioural patterns (or events) of people, objects, and occurrences without questioning or communicating with them.
Conditions for Using "Observations" in Research: (all three must be present)
1. The desired information must be inferable from observation of subjects' behavior;
2. The behavior of interest must be frequent, repetitive, or predictable; and
3. The behavior of interest must be of relatively short duration.
Approaches to Observation Research:
1. Natural versus Contrived Observations - Natural refers to counting naturally occurring events.
Contrived refers to setting up an experiment, where most or all of the participants are at least aware of the specifics of the observations (such as when, where, and which products or services are involved in the exercise) that are being conducted.
2. Disguised versus Undisguised (Open) Observations - Disguised refers to the process of monitoring people, objects, or occurrences that do not even know they are being watched, much less why.
Undisguised refers to OPEN OBSERVATIONS which is the process of monitoring people who know they are being watched (whether contrived or not).
3. Structured versus Unstructured Observations - Structured refers to a study in which the observer fills out a questionnaire-like form, or counts the number of times an activity occurs.
Unstructured refers to a study in which the observer simply makes notes on the behavior being observed.
(It is usually used when the researcher doesn't know much about the behavior or subject of interest; used in this way, it is a preliminary study to be followed later by a structured study or observation.)
4. Human versus Machine Observer - The use of machines, such as cameras and traffic counting devices, are less expensive, more accurate, and can be deployed faster than humans.
Thus, they are used when the situation allows and when the machines are available.
5. Direct or Indirect Observations - Most marketing observations directly observe current behaviors.
However, past behavior can be indirectly observed by reviewing some record or evidence of past behaviors or lack thereof (such as how much of a product was "unused" over some period of time).
A. Observation Research - Observing consumers without communicating with them.
It is the systematic process of recording the behavioural patterns (or events) of people, objects, and occurrences without questioning or communicating with them.
Conditions for Using "Observations" in Research: (all three must be present)
1. The desired information must be inferable from observation of subjects' behavior;
2. The behavior of interest must be frequent, repetitive, or predictable; and
3. The behavior of interest must be of relatively short duration.
Approaches to Observation Research:
1. Natural versus Contrived Observations - Natural refers to counting naturally occurring events.
Contrived refers to setting up an experiment, where most or all of the participants are at least aware of the specifics of the observations (such as when, where, and which products or services are involved in the exercise) that are being conducted.
2. Disguised versus Undisguised (Open) Observations - Disguised refers to the process of monitoring people, objects, or occurrences that do not even know they are being watched, much less why.
Undisguised refers to OPEN OBSERVATIONS which is the process of monitoring people who know they are being watched (whether contrived or not).
3. Structured versus Unstructured Observations - Structured refers to a study in which the observer fills out a questionnaire-like form, or counts the number of times an activity occurs.
Unstructured refers to a study in which the observer simply makes notes on the behavior being observed.
(It is usually used when the researcher doesn't know much about the behavior or subject of interest; used in this way, it is a preliminary study to be followed later by a structured study or observation.)
4. Human versus Machine Observer - The use of machines, such as cameras and traffic counting devices, are less expensive, more accurate, and can be deployed faster than humans.
Thus, they are used when the situation allows and when the machines are available.
5. Direct or Indirect Observations - Most marketing observations directly observe current behaviors.
However, past behavior can be indirectly observed by reviewing some record or evidence of past behaviors or lack thereof (such as how much of a product was "unused" over some period of time).