6. Unstructured Structured observation “Structured” just means that observer won’t try to observe everything but will observe that which he decide in advance to watch. When using this method, observers try not to influence the environment they observe. Ex: observer disguised as a shopper , to watch grocery store shoppers approach a product category , how long they spend in display area, whether they find difficulty in finding the product etc… Unstructured observation Unstructured observation is the unplanned, informal, watching and recording of behaviors as they occur in a natural environment. Ex: observer mingle with the shopper’s and look for the activities that suggest service problem. Such as observer observing frown on the face of the shopper waiting at cash register.
7. Contrived Observation Environment artificially set up by the researcher. Researchers are increasingly relying on computers to conduct simulated market testing. The observer does not have to wait for phenomena to occur naturally Offers a greater degree of control Speedy Efficient Less expensive Less natural than other forms of Observation
8. Example Hartshorne and may gave vocabulary and reading tests to the children, collected tests and without their knowledge made duplicate copies of their answers. Later the children were given answer keys and were asked to score their original papers. The difference between the scores provided a measure of cheating. Another test asked the children to make a mark in each of 10 small , irregularly placed circles while keeping their eyes shut. A score of more than 13 correctly placed marks in a total of 3 trials was recorded as a evidence of cheating.
9. Analysis Hartshorne and may found practically no relationship between cheating in different situations. They concluded that children’s response’s were situation ally specific i.e. whether student cheated or not depended on the specific activity, the teacher involved and other situations rather than some general characteristics trait.
10. Content Analysis The Objective, Systematic, and Quantitative description of the manifest content of a communication. Is appropriate when the phenomenon to be observed is communication, rather than behavior or physical objects. Analytical categories for classifying the units are developed , and the communication is broken down according to prescribed rules. The unit of analysis may be Words: different words or types of words in the message Characters: individuals or objects Themes: propositions Space and time measures: length or duration of the message Topics: subject of the message
11. contd… It includes observation as well as analysis. Application: Marketing research applications involve observing and analyzing the content or message of advertisements, newspaper articles, television and radio programs
12. Example Student A: I found that scientists engage in research in order to make discoveries and generate new ideas. Such research by scientists is hard work and often involves collaboration with other scientists which leads to discoveries which make the scientists famous. Such collaboration may be informal, such as when they share new ideas over lunch, or formal, such as when they are co-authors of a paper. Student B: It was hard work to research famous scientists engaged in collaboration and I made many informal discoveries. My researchshowed that scientists engaged in collaboration with other scientists are co-authors of at least one paper containing their new ideas. Some scientists make formal discoveries and have new ideas.
14. Physical Trace Measure Records the natural residue of behavior These measures need a good deal of ingenuity Measurements are also gross No interference is caused by the examiner
15. “Investigating Trash and litter” Garbologyis like archeology. Trash and litter are physical evidence of human activities. Garbage and litter indicate what people are drinking, and where and when drinking occurs.
17. Accretion The position of the radio dials in cars brought in for service was used to estimate share of listening audience of various radio stations. Internet visitors leave traces which can be analyzed to examine browsing and usage behavior by using cookies.
18. Erosion The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. The age and condition of cars in a parking lot were used to assess the affluence of customers.
19. Advantages of trace There is no observer when the people use the space so it’s unobtrusive. The observer can look at the space anytime and over many days. The trace can be documented through photographs or video. It is an inexpensive and easy method
20. Disadvantages The researcher can read too much into a trace. Selective perception (bias in the researcher's perception) can bias the data. The visit has to be repeated to confirm the use initiating the trace. It yields a tremendous amount of data, which can delay you in your quest for answers.
21. Empathic Interviewing It is an exploratory research type. It is used to probe beneath generalizations. Identify the social factors influencing consumer behavior.
22. Empathic interview guidelines Keep yourself at the person’s situation Avoid self referencing Challenge generalizations by asking for specific examples Ask open ended and non leading questions.
23. Application Service station Evaluate the effectiveness of display How many pass by? How many stops to look? How many decides to buy? Use of hidden cameras in super-market Tape-recorder
33. Observation methods of P&G Focus Groups Discussion In-Home Visits In-Context Visits In-Store Interview
34. October 2000 Planning to launch electric toothbrush in US market Conducted focus group of 25 respondents 24 participants were excited (96%) Launched in 2001 Emerged as best selling toothbrush 200 Million US$ sales in first year
35. In-Home visits Interviewed customer who purchase recently Visited the residence of customers Observed directly Interviewed directly They ask the purpose of purchase Customers expectations from products Parameters on which they judge product Product modifications they want
36. In-Context Visits Observe difficulties faced by customers while using products Opinion Suggestions & modifications 1970: Screw drivers, scissors & razors to open detergent boxes Plastic insert in a box Laundry detergent: Modified design
37. IN-Store Interview Shopping malls and grocery stores Identify factors effecting purchase decisions Impact of attractive packaging, labeling and point of purchase display Mall Intercept: In-store interview for advertising research Shoppers are offered free gifts Helps in planning better communication program
![Observational Method What is Observational Research? A wide ranging set of research techniques aimed at observing consumers interacting naturally with their surroundings including products and services in use. A key advantage of observation research is that often the respondent or consumer is unaware that they are being observed, allowing their behavior to be observed naturally. Observation of the ongoing behavior is an integral part of research design. Some of the observation methods are as follow: ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)