quiz 4 research methods observation

What is observational research

recording behaviors (or patterns of behaviors) through observation, Does NOT normally include questioning consumer, can be done through machine or human observation

Brands consider the following to determine if observational research "makes sense" to do. Often

can "it" be observed?, can the behavior be observed in a relatively short time frame?

Approaches to observation research

natural or contrived, open or disguised, human vs machine, direct vs. indirect observation

Natural

natural environment (looking/counting consumers in "real" stores)

Contrived

simulation, artificial (simulated environment, example, a lab)

Open

consumer knowns they being observed

Disguised

consumer is unaware they are part of a study

Human vs machine

who is doing the observing, machine/tech or humans?

Direct

current behaviors, can be monitored/counted

Indirect

may be past behavior, analysis of past items, photos etc.

Advantages to observation

no survey/ interviewer bias, no RECALL required by participant! (BIG ADVANTAGE)

Disadvantages to observation

often can NOT get an understanding of emotional drivers, present behavior does not always predict future behavior, can be costly, can be time consuming

Ethnography

can show how when (+explore why) people shop/buy, can show how a consumer actually uses a product, can tap into consumers ideas + creativity for a product, can reveal a products problems

Why ethnography can't be in focus groups

usually used for broad exploratory research, innovation, raw IDEAS, etc, converse focus groups may tend to be a bit more tactical and a bit further down the exploratory line

Mystery shopper

people who pose as consumers and interact with the retailer, company, etc to gather observational data

Facts about mystery shopper

70% of retailers use them, often for company/employee training, smartphones emerge as a way to provide easy input/feedback to companies, may have multiple levels of interaction, results may be tied to company bonus.

Level 1 of mystery shopper

phone interaction

Level 2

limited/quick purchase visit

Level 3

scripted shopping experience

Level 4

in depth experience

Some machine based observations

online tracking, neuromarketing, galvanic skin response, eye tracking, facial coding (facs), gender/age recognition, in store camera tracking, media/tv/internet tracking (nielsen), purchase tracking.