Lecture 4: Observational Studies

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Lecture 4 Observational Studies

• Marketing 412

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Scientific Observation Is Systematic
YOU SEE, BUT YOU DO NOT OBSERVE.
Sherlock Holmes
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Observation Research

• Advantages
• We can see what people actually do
• Avoid interview bias
• Quick data collection (sometimes)

• Disadvantages
• Researcher does not learn motives
• Time-consuming and expensive

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What Can Be Observed?

• Physical actions
• Verbal behavior
• Expressive behavior
• Spatial relations and locations
• Temporal patterns
• Verbal and pictorial records

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What Can Be Observed
Phenomena Example
Human behavior or physical Shoppers
movement action pattern in a store Verbal
behavior Statements made by airline
travelers who wait in line Expressive
behavior Facial expressions, tone of voice,
and other form of body language
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What Can Be Observed
Phenomena Example
Spatial relations How close visitors at an and
locations art museum stand to
paintings Temporal patterns How long fast-food
customers wait for their order to be
served Physical objects What brand name items
are stored in consumers pantries Verbal
and Pictorial Bar codes on product
packages Records
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Categories of Observation

• Natural versus contrived
• Human versus mechanical
• Visible versus hidden
• Direct versus indirect
• Structured versus unstructured

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Observation of Human BehaviorBenefits

• Communication with respondent is not necessary
• Data without distortions due to self-report
  (e.g. without social desirability) Bias
• No need to rely on respondents memory
• Nonverbal behavior data may be obtained

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Observation of Human BehaviorBenefits

• Certain data may be obtained more quickly
• Environmental conditions may be recorded
• May be combined with survey to provide
  supplemental evidence

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Observation of Human BehaviorLimitations

• Cognitive phenomena cannot be observed
• Interpretation of data may be a problem
• Not all activity can be recorded
• Only short periods can be observed
• Observer bias possible
• Possible invasion of privacy

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Mystery Shopping

• To gather observational data about a store.
• To collect data about customer/employee
  interactions
• Level 1 a mystery phone call
• Level 2 a quick purchase, little or no
  interaction
• Level 3 using a script, initiates a conversation
• Level 4 requires excellent communication and
  knowledge of a product

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Content Analysis

• Obtains data by observing and analyzing the
  content of advertisements, letters, articles,
  etc.
• Deals with the study of the message itself
• Measures the extent of emphasis or omission

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Other Human observation

• One Way Mirror Observations
• Allows clients to observe the group discussion as
  it unfolds
• Shopper Patterns and Behavior
• Tracing the flow of shoppers through the store

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Human observation continued

• Humanistic Inquiry
• The researcher becomes part of the group he is
  studying
• An immersion process
• (Example Harley Davidson)

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Observation of Physical Objects

• Physical-trace evidence
• Wear and tear of a book indicates how often it
  has been read

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Mechanical Observation

• Scanners
• Traffic Counters
• Web Traffic
• Peoplemeter
• Physiological Measures
• Videos and cameras

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IRI Scanners

• BehaviorScan is an industry-recognized in-market
  testing service that not only determines if your
  new product and its launch strategy are on
  target, but also yields valuable consumer
  insights to maximize your success.  The
  BehaviorScan service provides consultation on
  test design and market selection, complete
  in-market execution, and an in-depth presentation
  of results.

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Frequent Shopper cards

• Savings?
• Need them to not pay more?
• Intrusion of privacy?
• Help manufactures segment customers.

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RFID Tags
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Monitoring Web Site Traffic

• Hits and page views
• Jupiter Media Metrics
• Nielsen//NetRatings

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Physiological Reactions

• Eye tracking
• Pupilometer
• Psychogalvanometer
• Voice pitch

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Eye Tracking Monitors

• Record how the subject actually reads or views an
  advertisement
• Measure unconscious eye movements

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Pupilometer

• This device observes and records changes in the
  diameter of the subjects pupils.

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Psychogalvanometer

• Measures galvanic skin response
• Involuntary changes in the electrical resistance
  of the skin
• Assumption physiological changes accompany
  emotional reactions

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Voice Pitch Analysis

• Measures emotional reactions through
  physiological changes in a persons voice

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videography
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Differences in approaches

• Scanner Researchers ( behaviorists)
• Quantitative, mathematical modelers,
  statisticians
• Interested in what consumers do

• Attitudinal Researchers
• Scanner data too sterile
• Must know feelings/attitudes