COLLECTING OBSERVATION DATA AND SOCIAL MEDIA LISTENING

Chapter 4 CMI

Observation

TA data-gathering approach where information is collected on the behaviour of people, objects and organisations without any questions being asked of the participants. Researcher is a witness rather than collector of info from asking questions. Can use human observers or equipment. Only measures behaviour but not the reasons, attitudes towards the behaviour or liklihood of it being repeated.

Can measure physical actions like shopping patterns or television viewing, verbal like conversations, online behaviour, spatial patterns like traffic flow, temporal patterns like queuing times, physical objects like brand products in consumers house.

User-generated content:

Online material, such as comments, profiles, photographs and videos, that is produced by the end user. Can be used to monitor peoples online data

Observation allows researcher to overcome potential weaknesses of interviewing and survey research

• discrepancy between real and verbal behaviour. Occasionally statements made in interviews/questionaires arent true reflection of persons behaviour

• facts only brought to light by means of natural settings. Interviewee not concious of doing certain behaviours, not easy to get by questioning

• verbal capabilities of interviewed person can limit quality and quantity of info gathered

Data collected dont have distoritions or inaccuracies as a result of memory error or social desirability bias, data recorded reflects actual behaviour that took place.

overcomes high refusal rates for surveys, much comes without inconviniencing the participant, some without being aware of it happening

Contrived observation:

A research approach that involves observing participants in a controlled setting. e.g. recruiting mums with young kids observed playing with toys in a place with monitoring equipment

Natural observation

Consumers observed in their natural setting doing normal activities and unlikely aware of being observed

Visible observation

people know they are being observed as they can see the observer or cameras, however may act differently than normal knowing they are being observed

Hidden observation:

A research approach involving observation where the participant does not know that they are being observed. e.g. one-way mirrors, security cameras, check for ethical issues 

Structured observation

a research approach where observers use a record sheet or form to count phenomena or to record their observations

unstructured observation

observer watching actions of people in person or on videos making notes

mechanised observation 

a research approach involving observation of behaviour using automated counting devices, scanners or other equipment, helps with counting frequency of behaviour

Participant observation

a research approach where the researcher interacts with the subject or subjects being observed

Mystery shopping

a form of participant observation that uses researchers to act as customers or potential customers to monitor the processes and procedures used in the delivery of a service. 

Audit 

an examination and verification of the movement and sale of a product. there are 3 main types: retail audits, home audits and wholesale audits. 

Scanner-based research

Collecting sales information using electronic scanners reading barcodes at the checkouts of retailers and wholesalers. The information collected feeds into retail audits.

Retail audits

Originally,  involved a team of auditors from a research firm visiting a representative sample of food stores every two months to count the inventory of the store and record deliveries to the store since the last visit. For each product category (including brands, sizes, package types, flavours, etc.), national and regional sales figures per store type were then produced. Additional information, such as prices, allocated display space and in-store promotional activity, would also be collected. With the growing use of electronic scanners at the checkouts of the larger multiple retailers, much of this information is now gathered electronically, with auditors only being required to visit the smaller independent stores.

The information from retail audits is provided to the food, household, health and beauty, durables, confectionery and beverage products industries, where it helps management gauge product penetration, market share, overall product performance, distribution, promotion effectiveness and price sensitivity.

Wholesale audits

monitors sales through cash and carry outlets. This offers manufacturers detailed, weekly sales and marketing information on the cash and carry sector. The cash and carry format has a critical role in the Indian multilayered distribution system. The cash and carry channel helps manufacturers supplement their own direct reach for better access in traditional retail without relying on an unorganised and fragmented indirect distribution system.

Home audits

involve a panel of households that have been issued with an electronic scanner for installation in their kitchens to record all of their purchases across every outlet type, from warehouse clubs to convenience stores and from supermarkets to pharmacists and mass merchandisers. Information from electronic scanners is returned automatically overnight down the telephone line, and details of out-of-home purchases such as in coffee shops or at confectionary stores is captured via the panel members’ smartphones.

makes its possible to analyse

• heavy buyers and theri associated characteristics

• brand loyalty and brand switching rates

• repeat purchases for new products

Television viewing measurement

the procedures used in the measurement of the number of viewers watching a particular television programe. This combined with government census data are used to select fully representative sample of homes in terms of viewing habits. 

Concerns of tv viewing measurement

• Compliance - will TV penel member use special remote control or radio listener keep device with them at all times? people listen to radio in shower and when rushing to prepare to go to work to take kids to school

• Representativeness - people willing to install ro carry such device may not be typical or average TV viewer or radio listener. More interested in TV and radio or in specific measuremnt tech they are carrying

• Cost - tech of this type is expensive and management of data-gathering is also costly in both time and money

Web analytics 

the collection, analysis and reporting of internet data for purposes of understanding and optimising web usage. What search engines were used, service provider browers used, track peak times of access, cookies. 

one-way mirror observations

Used in qualitative marketing research to enable clients and researchers to view respondent behaviour during a discussion. Behind the mirror is a viewing room, which consists of chairs for the observers and may contain video cameras to record the proceedings.

transcripts of whats said is prepared but mirrors allow to see non-verbal reactions and expressions.

In-store obervation

Observation studies within retail outlets are commonplace. The prevalent use of security cameras in stores has provided a mechanism for monitoring behaviour. That behaviour can relate to the route customers take through the store, the products that are looked at, the time spent in the store, and the interaction between shoppers and sales personnel. Security cameras have all but replaced the human observers who used to follow customers around the store.

Shelf impact testing 

Used to determine the visual impact of new packaging when placed on shelves next to competitors products

Respondents shown generated images of shelving displays. Press a button when they see a aprticular brand, measure the time between picture shown and button pressed can provide indication of impact of packaging. 

Eye-tracking equipment

The use of equipment in the observation and recording of a person’s unconscious eye movements when they are looking at a magazine, a shop display or a website. What elements of the page are viewed, length of time spent. Help evaluate shape, size and colour of new packaging and ability to capture attention of shopper long enough to persuade buying.

Mystery shopping used for:

• act as a diagnostic tool, identifying failings and weak points in an orgnaisations service delivery

• encourage, develop and motivate service personnel by linking with appraisal, training and reward mechnaisms

• asses the competitiveness of an organisations service provision by benching it against offerings of others in an industry

Aims to collect facts over perceptions

Verifying if an activity is done is objective

judgements in appearance, actions in attitude, product knowledge and helpfulness are more subjective

rating scales with descriptive labels minimise subjectivity

Mystery shopping combined with

number and type of complaints;

number of transactions;

value of transactions;

customer loyalty/repeat purchase data;

customer satisfaction scores; and

staff satisfaction scores.

Content analysis

the analysis of the content of any form of communication, whether it is advertisements, newspaper articles, television programmes, web pages or taped conversations, Study of the content of communications can be more sophisticated than simply counting the items – the communication is broken into meaningful units using carefully applied rules. Frequently used for the analysis of qualitative research data

Ethnography

A form of participant observation that involves the study of human behaviour in its natural setting. Form of participant observation, rooted in academic discipline of anthropology and activities of social anthropologists.

As academic ethnography has moved more towards the study of modern rather than primitive society, commercial organisations have become interested in its use for marketing research purposes. This involves a form of participant observation where a researcher accompanies consumers (sometimes with a video camera) as they engage in a wide range of activities, exploring interactions, reactions to events and experiences, how they consider courses of action and take decisions, language use and seriousness in approaching issues or purchase helps with advertising and communication campaigns.

work in pairs or teams with one interpreting points as data is collected.

relatively small scale with 12-15 respondent cases, provide cultural understanding insights into consumers and their thinking processes and behaviours

Effective ethnographic researcher needs to:

• use the same terminology and language as respondents

• wear similar types of clothing

• give an impression of having an affinity with the respondents interests and lifestyles

• combine an ability to immerse themselves in an experience while maintaing an external observers viewpoint 

Social media listening

the process of monitoring social media channels for mentions of brands, competitors, products and other information

potential access to consumer conversations: consumer comments, reviews, discussions and ideas. Help identify how consumer preferences are changing, what is said about companies and competitors.

Strengths of social media listening

• relatively inexpensive to use

• sometimes provide sophisticated dashboards with easy-to-use reporting features

• can facilitate early detection of problamatic issues that could negatively affect an organisation

• provide a feel for customer or public opinion on wide range of issues and metrics

Weaknesses of social media listening 

• they are automated systems, not always accurate in processing the varied language, abbreviations or textspeak used in these sites

• they dont capture everything that is relevant

• they need to be supplemented by human analysis

Many research agencies also offer services that employ human analysts to examine the info that is collected to verify the material, determine relevance and assess what it means

important to set out keywords and topics that need to be monitored 

Netnography

Sometimes known as online ethnography and webnography, netnography is the ethnographic study of communities on the World Wide Web. It generally involves a researcher fully participating as a member of the online community.

Provide the richest sources of info, may lead to new ideas for desing of products

Generally researcher should disclose their presence, job function and research intentions to online community members during the assignment, gain consent from members.

They may not post accurate views due to upkeeping a online reputation

Ethical isssues in observation

The use of cameras and other hidden observation methods impact upon the respondent’s right to privacy. general rule of thumb is that consumer behaviour can only be observed and videoed without the participant’s permission when the behaviour occurs in a public place. If the observation is undertaken in any other location or where the participant would not expect to be observed by others, then permission must be sought. No deception. should ask permission to use techniques that uniquely identify individuals such as when using cookies. However, obtaining consent for social media research is an area that continues to raise complex ethical questions.