STUDENT’S NAME SLIDE Introduction Elicitation refers to a technique used unnoticeably to collect information. Experimentation and observation techniques are used in data/ information collection. Observation technique is, watching what people do. An experimental research involves a situation where the researcher manipulates one variable, and control the rest of the variables. Experimentation techniques are used to investigate or analyze an occurrence, and come up with conclusion. It has a control group and the subjects have been randomly assigned between the groups, and the researcher only tests one effect at a time. 2 Rationale of the techniques Helps one to find out what they don’t know concerning a given category of people. Information is the basic requirement to have high quality decision-making Information is a good tool when planning on data analysis There are different methods of research methods for obtaining information such as; survey, focus group, demographic information, interviews, similar business, chambers of commerce, trend information, psychographic information, associations and adverts. These techniques are important in that they provide the required information for research, (Parker, 2004). 3 Different observation techniques Complete observer Observer as participant Participant as observer Complete participant Complete observer: This is a detached observer where the researcher is neither seen nor noticed by participants. Observer as participant: Here the researcher is known and recognized by the participants and in many cases, the participants know the research goals of the observer. Participant as observer: Here the researcher is fully engaged with the participants. She is more of a friend or colleague than a neutral third party. Complete participant: This is a fully embedded researcher, almost like a spy. Here the observer fully engages with the participants and partakes in their activities. 4 Different experimentation techniques Experiments are of two types: Those conducted in a laboratory setting And those which are executed in natural settings; these are referred to as field experiments. There are a number of potential impediments to obtaining valid results from experiments. There are a number of potential impediments to obtaining valid results from experiments. These may be categorized according to whether a given confounding factor has internal validity, external validity, or both. Internal validity is called into question when there is doubt that the experimental treatment is actually responsible for changes in the value of the dependent variable. External validity becomes an issue when there is uncertainty as to whether experimental findings can be generalized to a defined population. 5 Different experimentation techniques Personal interviews-personal interviews include unstructured, open-ended questions. Observation-Individual responses to surveys and focus groups are sometimes at od.

1. STUDENT’S NAME SLIDE
Introduction
Elicitation refers to a technique used unnoticeably to collect
information.
Experimentation and observation techniques are used in data/
information collection.
Observation technique is, watching what people do.
An experimental research involves a situation where the
researcher manipulates one variable, and control the rest of the
variables.
Experimentation techniques are used to investigate or analyze
an occurrence, and come up with conclusion. It has a control
group and the subjects have been randomly assigned between
the groups, and the researcher only tests one effect at a time.
2
Rationale of the techniques
Helps one to find out what they don’t know concerning a given
category of people.
Information is the basic requirement to have high quality
decision-making
Information is a good tool when planning on data analysis

2. There are different methods of research methods for obtaining
information such as; survey, focus group, demographic
information, interviews, similar business, chambers of
commerce, trend information, psychographic information,
associations and adverts. These techniques are important in that
they provide the required information for research, (Parker,
2004).
3
Different observation techniques
Complete observer
Observer as participant
Participant as observer
Complete participant
Complete observer: This is a detached observer where the
researcher is neither seen nor noticed by participants.
Observer as participant: Here the researcher is known and
recognized by the participants and in many cases, the
participants know the research goals of the observer.
Participant as observer: Here the researcher is fully engaged
with the participants. She is more of a friend or colleague than a
neutral third party.
Complete participant: This is a fully embedded researcher,
almost like a spy. Here the observer fully engages with the
participants and partakes in their activities.
4
Different experimentation techniques
Experiments are of two types:
Those conducted in a laboratory setting
And those which are executed in natural settings; these are
referred to as field experiments.
There are a number of potential impediments to obtaining valid

3. results from experiments.
There are a number of potential impediments to obtaining valid
results from experiments. These may be categorized according
to whether a given confounding factor has internal validity,
external validity, or both.
Internal validity is called into question when there is doubt that
the experimental treatment is actually responsible for changes
in the value of the dependent variable. External validity
becomes an issue when there is uncertainty as to whether
experimental findings can be generalized to a defined
population.
5
Different experimentation techniques
Personal interviews-personal interviews include unstructured,
open-ended questions.
Observation-Individual responses to surveys and focus groups
are sometimes at odds with people’s actual behavior.
Questionnaires are useful methods in experimentation research
Personal interviews usually last for about an hour and are
typically recorded.
Questionnaires are useful in investigating trends, shifts in user
attitudes and opinion, user satisfaction with products and/ or
services, and priorities and preferences
6
Different techniques
Focus groups-uses scripted series of questions or topics to lead
a discussion among a group of people.
Field trials-Placing a new product in selected stores to test

4. customer response under real-life selling conditions
In focus groups, a moderator uses a scripted series of questions
or topics to lead a discussion among a group of people
Field trials-Placing a new product in selected stores to test
customer response under real-life selling conditions can help
you make product modifications, adjust prices, or improve
packaging
7
Effectiveness of observation
Observation provide researchers with ways to check for
nonverbal expression of feelings.
Determine who interacts with whom,
Grasp how participants communicate with each other,
And check for how much time is spent on various activities
(SCHMUCK, 1997).
Participant observation allows researchers to check definitions
of terms that participants use in interviews, observe events that
informants may be unable or unwilling to share when doing so
would be impolitic, impolite, or insensitive, and observe
situations informants have described in interviews, thereby
making them aware of distortions or inaccuracies in description
provided by those informants.
8
Effectiveness of experimentation
Helps in identifying cause- effect relationship
Questionnaires are used in experimental and give Potential
information collected from a large portion of a group.
Gives quality and certain results

5. Experimentation helps in showing a back up for results obtained
from research.
Experimentations are effective since some involve exante work
together with control group.
9
Companies that have used the methods
DJS researchers company are experienced in observation in
market research.
This company uses observation for descriptive analysis.
FAO(Food Agricultural Organization) uses experimentation
techniques to analyze different situation..
DJS researcher company developing observation-based
methodologies whereby information can be gathered from
respondents through an analysis of their behavior.
key advantages of observation market research for some types
of project is that it provides a measure of behavior directly,
rather than relying on respondents to re-call their behavior at a
later date.
For instance, FAO, uses experimentation to address issues on
innovation and technology implementations in agricultural
issues
10
Ethical implications
Both techniques should be less bias. This ensures that ethical
principle of justice is ensured.

6. Both techniques should be administered with care to ensure
provision of the required results
The research techniques should ensure minimum risk of harm to
the company
Ethical implications ensure less inadequacies in research
process.
Every research should include mechanisms which ensure that
ethical considerations are put in place.
11
References
Parker's (2004) Ten Methods and Resources to Obtain Market
Research Information; Retrieved from
http://www.asparker.com/ppts0304.html
Boyd, H.W. Jr. and Westfall, R. (1972) Marketing Research:
Text and Cases, Irwin, p. 80.
Jeff Sauro( 2015) 4 Types of Observational Research;
retrivedfromhttp://www.measuringu.com/blog/observation-
role.php
http://www.djsresearch.co.uk/services/service/Observation#stha
sh.shHfPBE6.dpuf