Observation techniques and comparisons

1. Observation
Techniques

2. Sub-topics:
• Types of observation techniques
• Observation techniques classified by mode of administration
• A comparative evaluation of the techniques
• Advantages and disadvantages of techniques

3. Data Collection Models
• Data collection modes are not mutually exclusive; when using a few together they can be
complementary and play to each of their strengths.
• Some weaknesses one technique may have, e.g. survey techniques, another method will overcome with
their strengths.
For it to work needs to have
• common questions across all the different modes
• a single database for all the survey data, which can be updated in real time.
• the ability to easily switch questioning from one mode to another.

4. Observation techniques
• Quantitative research is descriptive research focusing on behavioural patterns of
objects and people etc. in order to collect data about a specific topic.
• The only situation where communication occurs in quantitative research is through
mystery shoppers  they communicate with people to observe them in specific
environments e.g. a retail shop.

5. Structured vs. Unstructured
STRUCTURED UNSTRUCTURED
• Research outlines every detail of how the
behaviour will be observed and measured in
order to reduce the likelihood of observer bias
and increase the reliability of the data.
• Whatever is being observed has to be clearly
counted and defined.
• Suitable for conclusive research
• Details of the phenomena are not specified in
advance.
• Suitable for exploratory research  research
conducted by observing customs, habits +
differences between people in everyday
situations. (discussed in ethnography).
• Focuses on all aspects of behaviour so we can
identify aspects of the problem in order to
create a hypothesis.

6. Disguised vs. Undisguised
DISGUISED UNDISGUISED
• When people are unaware that they are being
observed in order for them to behave naturally.
• Conducted in one of two ways  hidden
cameras or mystery shoppers.
Mystery shoppers collect facts rather than
perceptions:
 tries to be objective and record encounters
accurately.
 can be done by personal visits; how long the
wait in the queue was, the number of tills open,
how long it takes an assistant to help you.
• When people are aware they are being
observed – either being told so or it is obvious
they are being observed.
• There is a lot of discussion over how much an
the awareness of a person being observed
affects their behaviour.
• Some suggest the affect is marginal, others
believe it could mean the observer could
seriously bias the behaviour patterns.
• Ethical matters to consider in terms of how
ethical is it when you observe people without
their consent to observe their natural
behaviour.

7. Natural vs. Contrived
NATURAL CONTRIVED
• Research takes place in the environment you’re
observing e.g. respondents eating a new menu
option in KFC.
• It results in the observed phenomenon being
able to accurately reflect the true phenomenon.
• Difficulty in how to measure the phenomenon
in its natural environment it can be very
expensive having to wait for the phenomenon
to occur as you do not know when it will occur
until it actually happens.
• Respondents behaviour are monitored in an
artificial environment e.g. test kitchen

8. Personal Observation
• Researcher observes actual behaviour as it occurs
Electronic observation
• Electric devices record what is being observed, reduces human error (e.g. barcode
error (e.g. barcode scanners)
• Some electronic observation devices require human participation (e.g. eye tracking
participation (e.g. eye tracking monitors, pupilometers, physio-galvonometers, voice-
Observation Techniques

9. Voice pitch analysis
• Measures emotional reactions through changes in respondent’s voice
voice
Response latency
• Response time is related to uncertainty
• The quicker they chose one alternative over the other, the greater the preference
greater the preference
• Neuromarketing

10. Audit Analysis
• A researcher collects data by examining an organisation or individual’s physical records or
by analysing inventory.
• The data is collected personally by a researcher in an individual or organisations day-to-day
environment.
• The data is formed purely from the physical objects that can be observed by the researcher.
Pantry audit:
• Most common type of audit analysis for marketing.
• Researcher will go into respondents’ homes and observe the brands, sizes and quantities of
grocery items in the home.

12. PRO’S CON’S
• Good insight into the range, variety and types of
purchases made.
• Reduces the chance of bias or forgetfulness that
arise in responses gained through the surveys, for
instance.
• Invasive research method. The private and
sensitive nature of the method means that it can
be difficult to obtain a large enough sample
population to provide conclusive results.
• Time consuming and expensive.
• Does not necessarily reflect common purchases or
preferred brands.
• The most important drawback, however, is that
there are more efficient ways to collect the same
data. One example of this would be by examining
customer loyalty card data to get an idea of their
purchases.

13. Content Analysis
• Used when what is being observed is a piece of communication such as an advert, a
conversation or a passage of text.
• Researchers can look for frequencies in word usage, frequencies of topics discussed,
the duration of sections, etc. When gathering quantitative data from these topics,
factors such as frequencies, time, repetition are most common forms of measurement.
• Counting and categorisation of qualitative observations such as themes, colour, moods,
associations are also a large part of content analysis.

15. Trace Analysis
• Data collection based on physical signs of past behaviour.
• There are many examples of how this could be used:
Observing and categorising the wear on library books- shows which books are read and
borrowed the most.
The erosion of tiles in a museum can be used as an indicator of customer footfall.
Cookie data- internet users leave traces of browsing history that can be collected and
analysed by researchers.

17. CRITEREA PERSONAL
OBSERVATION
ELECTRONIC
OBSERVATION
AUDIT TRACE ANALYSIS
Degrees of
Structure
LOW LOW to HIGH HIGH MEDIUM
Degrees of Disguise MEDIUM LOW to HIGH LOW HIGH
Natural Setting HIGH LOW TO HIGH HIGH LOW
Observation Bias HIGH LOW LOW MEDIUM
Analysis Bias MOST FLEXIBLE CAN BE INTRUSIVE EXPENSIVE LIMITED TRACES
AVAILABLE

18. Advantages of Observation Techniques
• They permit measurement of actual behaviour rather than reports of
intended or preferred behaviour.
• Sometimes observation techniques are the only way obtain desired
information.
Disadvantages of Observation Techniques
• Reasons for the observed behaviour may be difficult to establish as it
cannot be established what the underlying motives are.
• Ethical issues surrounding observation techniques such as hidden
cameras which can invade privacy yet telling the subjects they are being
observed may make them act in a contrived manner.
• Can be time consuming and expensive to collect, and limited to certain
activities
• Limitations on the extent to which observers will evaluate their own bias,