Observational research methods involve researchers gathering information by observing behaviors, occurrences, or objects without interfering. There are two types - participant observation where the researcher is involved, and non-participant observation where they observe unobtrusively. Data can be collected quickly through observation, and behaviors are observed as they naturally occur. However, observational research poses ethical issues regarding privacy if it involves tracking individuals without their permission. Experimentation research controls variables to test theories and determine cause-and-effect relationships. It can establish whether an intervention produces the intended result but historically some experiments like the Tuskegee Syphilis study severely disregarded ethics and human rights. Professional codes now aim to ensure research follows ethical standards and benefits society.

1. Observational Research Methods
 A study where researchers gather information in view of what is seen and heard and construe
in light of the information gathered.
 A study that encompasses two types of observational activity: participant and non-participant
(Brewerton & Millward, 2009). Data gathered by observing unobtrusively (Kotler & Keller,
2016).
 Researcher views and records behavior activities of people, occurrences, or objects when
happening (CSU, 2017).

2. Effectiveness of Observational Research
 Data can be collected quickly and efficiently (CSU, 2017).
 Subjects regularly carry on more normally and don't indicate to show their "optimal selves"
rather than their actual activities.
 Behaviors are accounted for in relationship to exercises. in common settings, subjects are
accounted for as doing precisely as what was watched.
 Effective research is one that influences others, is accepted within a community, and
benefits others (Swanson & Holton, 2005)

3. Examples of Observational Research
 Example: Various online companies utilize ‘cookies’ on computers to track consumers web
site views and to track demographics.
 Example: The Nielson ratings. A global measurement and data analytics company that
provides the most complete and trusted view available of consumers and markets worldwide
(Nielson, 2018). People will participate in research by what they watch on television or etc. A
TV Rating is the percentage of a specific population that watched a particular content or ad.
In television, this can be anything from a network comedy to a sports telecast to a news
network during a given time (Nielson, 2018).

4. Ethical Implications of Observational Research
 Tracking of consumers online activities poses ethical questions, why and for what purpose?
Is that information held within the company or is it sold to outside sources?
 The misuse of research can harm consumers thereby increasing resentment at what some
regard as invasion of privacy (Kotler & Keller, 2012).
 Online tracking practices has been under fire due to being done without consumer
knowledge or permission (CSU, 2017).

5. Experimentation Research Methods
 Researchers set out to create specific conditions to test a theory. The researcher controls many of
the factors that influence the phenomenon of interest to isolate relationship between conditions
that can be changed or the outcomes sought (Swanson & Holton, 2005).
 Involves the manipulation of one variable and measurement of the effects on another variable
(Brewerton & Millward, 2009).
 Effective in supporting hypotheses about cause and effect relationships (Beamfamily1, 2012).
 Most valid, designed to capture cause-and-effect relationships by eliminating competing
explanations of findings (Kotler & Keller, 2016).

6. Effectiveness of Experimentation Research
 If experiment is designed and executed well, researchers can have confidence in conclusions.
Calls for selecting matched groups of subjects, providing different treatments, controlling
variables, checking if observed response differences are significant (Kotler & Keller, 2016).
 Enables an organization to seek after multiple avenues to find which one has the most
potential.
 Allows an organization to attempt a procedure that is totally unique in relation to anything it
has done previously and discover the response of their objective clients.

7. Examples of Experimentation Research
 Example: Do people with pink shirts get more job interviews? The variable that was
manipulated was the color of the shirts (Beamfamily1, 2012).
 Example: What effect does caffeine have on memory? The variable that was manipulated
was the caffeine (Beamfamily1, 2012).
 Example: Tuskegee Syphilis Study (1932-1972) – Over 400 African American men in
Alabama were infected with syphilis as part of a study by the Public Health Service. They
were not informed of the true nature of the study and did not give consent. The purpose was
misrepresented to them and treatment was withheld later. This study became a symbol for
medical misconduct and a blatant disregard for human rights (CIRT, n.d.).

8. Ethical Implications of Experimentation Research
 Ethical standards prevent against things as the fabrication or falsifying of data and therefore,
promote the pursuit of knowledge and truth which is the primary goal of research (CIRT,
n.d.).
 Many professional associations and agencies have adopted codes and policies that outline
ethical behavior (CIRT, n.d.).
 Norms promote the aims of research, promote the values that are essential to collaborative
work, researchers are accountable to the public, research helps build public support, and
promote other moral and social values (Resnick, 2015).

9. References
Beamfamily1. (2012). Experimental method [Video file]. Retrieved from https://www.youtube.com/watch?v=ay1o8XjoMVk
Brewerton, P. & Millward, L. (2009). Organizational Research Methods. London: Sage.
CIRT. (n.d.). Ethics in experimental research. GCU. Retrieved from
https://cirt.gcu.edu/research/developmentresources/research_ready/experimental/ethics
CIRT. (n.d.). Ethical considerations in quasi-experimental research. GCU. Retrieved from
https://cirt.gcu.edu/research/developmentresources/research_ready/quasiexperimental/ethics
CSU., (2017). Research methods unit V: Experimentation & observation research. Retrieved from
http://columbiasouthern.adobeconnect.com/mba5652_unitv/

10. References con’t
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Kotler, P., & Keller, K.L. (2016). Marketing management [VitalSource Bookshelf version] (15th ed.). Retrieved from
https://online.vitalsource.com/#/books/9781323591512
Nielson. (2018). About us. Nielson. Retrieved from http://www.nielsen.com/us/en/about-us.html
Nielson. (2018). Nielson families. Nielson. Retrieved from http://www.nielsen.com/us/en/about-us/nielsen-families.html
Resnick, D. B. (2015). What is ethics in research and why is it important? National Institute of Environmental Health Sciences.
Retrieved from https://www.niehs.nih.gov/research/resources/bioethics/whatis/
Swanson, R. A., & Holton III, E. F. (2005). Research in organizations: Foundations and methods of inquiry.
San Francisco, CA: Berrett-Koehler.