Types of observation research
I. Human Observations
- refers to people (rather than machines) watching other people. Types include:
A. Mystery Shoppers - people that are employed by a firm to pose as consumers and shop at competitors' stores to compare prices, displays, service performances, cleanliness, and the like.
B. One-Way Mirror Observations - The practice of watching unseen from behind a one-way mirror. Often used for product testing and with focus groups.
C. Shopper Patterns - refers to drawings that record the footsteps of a shopper through a store. They show the flow of a representative sample of shoppers through a store.
[Also used to study the effect of music on shopper behavior. For instance, we know that slow music makes them stay longer and buy more.]
D. Content Analysis - A technique used to study written material, usually advertising copy, by breaking it into meaningful units, using carefully applied rules.
Content Analysis attempts to determine what is being communicated to a target audience by objectively and systematically describing the communication's content.
E. Humanistic Inquiry - A method of inquiry in which the researcher is immersed in [becomes a part of] the system or group under study, rather than using the scientific method of standing apart from the system being studied.
F. Audits - are examinations and verifications of the sales of subject products.
There are two general categories: Retail audits measure sales to final consumers, and wholesale audits determine the amount of product movement from warehouses to retailers. Retail distribution audits are similar to store audits however these audits do not measure inventory sales: instead they are observational studies at the retail level. Field agents enter stores unannounced and without permission. They observe and record the brands present, price, shelf facings and other relevant data for selected product categories.
Audits provide relatively precise information on the movement of many different types of goods. Since most products are not sold directly to the end user, but to retailers, wholesalers and distributors, the manufacturer does not have information on sales at the retail level. Even though information on factory shipments are available, warehouse stocks might be accumulating because of limited retail sales. Moreover, audits give information on how competing products are faring in the marketplace.
II. People Watching an Activity
Audits: - are examinations and verifications of the sales of subject products. Audits involve the physical inspection of inventories, sales receipts, shelf facings, prices, and other aspects of the marketing mix to determine sales, market share, relative price, distribution, or other relevant information.
I. Human Observations
- refers to people (rather than machines) watching other people. Types include:
A. Mystery Shoppers - people that are employed by a firm to pose as consumers and shop at competitors' stores to compare prices, displays, service performances, cleanliness, and the like.
B. One-Way Mirror Observations - The practice of watching unseen from behind a one-way mirror. Often used for product testing and with focus groups.
C. Shopper Patterns - refers to drawings that record the footsteps of a shopper through a store. They show the flow of a representative sample of shoppers through a store.
[Also used to study the effect of music on shopper behavior. For instance, we know that slow music makes them stay longer and buy more.]
D. Content Analysis - A technique used to study written material, usually advertising copy, by breaking it into meaningful units, using carefully applied rules.
Content Analysis attempts to determine what is being communicated to a target audience by objectively and systematically describing the communication's content.
E. Humanistic Inquiry - A method of inquiry in which the researcher is immersed in [becomes a part of] the system or group under study, rather than using the scientific method of standing apart from the system being studied.
F. Audits - are examinations and verifications of the sales of subject products.
There are two general categories: Retail audits measure sales to final consumers, and wholesale audits determine the amount of product movement from warehouses to retailers. Retail distribution audits are similar to store audits however these audits do not measure inventory sales: instead they are observational studies at the retail level. Field agents enter stores unannounced and without permission. They observe and record the brands present, price, shelf facings and other relevant data for selected product categories.
Audits provide relatively precise information on the movement of many different types of goods. Since most products are not sold directly to the end user, but to retailers, wholesalers and distributors, the manufacturer does not have information on sales at the retail level. Even though information on factory shipments are available, warehouse stocks might be accumulating because of limited retail sales. Moreover, audits give information on how competing products are faring in the marketplace.
II. People Watching an Activity
Audits: - are examinations and verifications of the sales of subject products. Audits involve the physical inspection of inventories, sales receipts, shelf facings, prices, and other aspects of the marketing mix to determine sales, market share, relative price, distribution, or other relevant information.