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Exploring Marketing Research William G. Zikmund Chapter 10: Observation
Scientific Observation Is Systematic One day Sherlock Holmes asked Dr. Watson how many steps led up to the Baker street apartment. Watson responded that he did not know. Holmes replied “Ah Watson YOU SEE, BUT YOU DO NOT OBSERVE.”
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
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