chapter Q&A
Rock1027
03_Chapter03.pptx3. Observational & Tracking Methods
Content
Categories of Research
Primary vs. Secondary Research
Primary Research
Observation
Tracking techniques
2
Categories of Research
Primary Research
Primary data
Developed or gathered by the researcher specifically for the research project at hand
Observation/focus group/survey/experiment
Secondary Research
Secondary data
Developed or gathered by someone other than the researcher and/or for some purpose other than the research project at hand
Databases
3
Observation Techniques
Information recency
Direct
Currently occurring behavior
In-store observation
Indirect
Past behavior
Archives
Scanner data
Physical traces
How to know if students are eating junk food?
Ch 8
4
Observation Techniques
Awareness of Observation
Undisguised
Known presence of an observer
Researcher recording shopping behavior in a lab
Not preferred method
Why?
Disguised
Unknown presence of an observer
Hidden cameras recording shopping behavior in a store
Preferred method, but ethical dilemma
How?
Debriefing observees afterwards
Ch 8
5
Observation Techniques
Restriction on Observation
Structured
Predetermine what to observe
Female only, purchase only
Unstructured
Monitor all behavior in the episode under study
Ch 8
6
Observation Techniques
Device of Recording
Human
Hired by the researcher
The researcher
Mechanical
Events impossible for human observers to record
Lower cost
Higher accuracy
Ch 8
7
Appropriate Conditions for Use
Behaviors which occur in short time interval
Behaviors which occur in public setting
Behaviors which consumers can not accurately recall
Faulty recall
Behaviors which consumers can not accurately communicate
8
Advantages of Observational Data
Insight into actual, not reported, behaviors
Disguised
No chance for recall error
No survey to respondents
Better accuracy & Less cost
Mechanical
No language barrier
9
Limitations of Observational Data
Small number of subjects
Subjective interpretations
Cultural barrier
Inability to pry beneath the behavior observed
Motivations, attitudes, and other internal conditions are unobserved…we don’t know why?
10
Tracking/Physiological Techniques
Eye tracking
Measuring attention
11
Tracking/Physiological Techniques
Galvanic skin responses
Brain waves
Measuring emotion
12
Tracking/Physiological Techniques
Neuroimaging
13
Pros
Probably the most objective data
Cons
Special training and facility
Tracking/Physiological Techniques
PIC pictures illustrating concepts
15
Primary research
Secondary research
Focus group
Observation
Survey
Experiment
Tracking/physiological techniques
Information recency
Observation awareness
Observation restriction
Recording device
Direct
Indirect
Disguised
Undisguised
Structured
Unstructured
Human
Mechanical
Pros +
Cons -
Pros +
Cons -
When to use?
Primary research
Secondary research
Focus group
Observation
Survey
Experiment
Tracking/physiological techniques
Information recency
Observation awareness
Observation restriction
Recording device
Direct
Indirect
Disguised
Undisguised
Structured
Unstructured
Human
Mechanical
Pros +
Cons -
Pros +
Cons -
When to use?
Slide 3
Slides 4-7
Slide 8
Slide 9
Slide 10
Slides 11-13
Slide 14
Wrap-up
Differences between primary and secondary research
Basics of observation and tracking/physiological techniques
18
Next week
Mock-up focus group
What are Arbor Mist, Bacardi, Budweiser, Miller, and Coors?
19
