Business Research Methods William G. Zikmundfac.ksu.edu.sa/sites/default/files/chapter_11_3.ppt · PPT file · Web view2016-11-06 · Business Research Methods William G. Zikmund

Business Research Methods

William G. Zikmund

Chapter 11: Observation Methods

Chapter 11: Observation Methods

1. Types of Observed Phenomena 2. Advantages and Disadvantages of

Observation 3. Types of Observation Techniques

1. Types of Observed Phenomena

• Physical actions• Verbal behavior• Expressive behavior• Spatial relations and locations• Temporal patterns• Verbal and pictorial records

Phenomena Example

Human behavior or physical Shoppers (buyers) movementaction pattern in a store

Verbal behavior Statements made byairline travelers who waitin line

Expressive behavior Facial expressions, tone of voice, and other form of body language

Examples for Observed Phenomena

Phenomena Example

Spatial relations How close visitors at anand locations art museum stand to paintings

Temporal patterns How long fast-food customerswait for their order to be served

Physical objects What brand name items are stored in consumers’ pantries

Verbal and Pictorial Bar codes on product packagesRecords

Examples for Observed Phenomena

“YOU SEE, BUT YOU DO NOT OBSERVE.”

Sherlock Holmes

2. Advantages and Disadvantages of Observation

2.1. Benefits of Observing Human Behavior

• Communication with respondent is not necessary

• Data without distortions due to self-report (e.g.: without social desirability) Bias

• No need to rely on respondents memory• Nonverbal behavior data may be obtained

Benefits of Observing Human Behavior

• Certain data may be obtained more quickly• Environmental conditions may be recorded• May be combined with survey to provide

supplemental evidence

2.2. Limitations of Observing Human Behavior

• Cognitive phenomena cannot be observed• Interpretation of data may be a problem (e.g.

misinterpretation)• Not all activity can be recorded• Only short periods can be observed• Observer bias possible (e.g. selective

perception)• Possible invasion of privacy

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3. Types of Observation Techniques• Natural versus Contrived Observation

• Direct versus Indirect Observation

• Disguised versus Nondisguised Observation

• Physical-trace evidence Observation

• Mechanical Observation

3.1.Natural versus Contrived Observation

Natural Observation:• Reactions and behavior observed as they occur

naturally in real-life situations • A wide variety of companies are sending

researchers to the field to observe consumers in their natural environment.

• Natural observation is also suited for ethnographic research on foreign cultures.

Contrived Observation:• Environment artificially set up by the researcher. • Researchers are increasingly relying on computers to

conduct simulated market testing. • Offers a greater degree of control

– Speedy – Efficient – Less expensive

• However, it may be questionable as to whether or not the data collected does truly reflect a "real life" situation.

3.2. Direct versus Indirect Observation

Direct observation captures actual behavior or phenomenon of interest

Indirect observation consists of examining the results of the phenomenon.

• can give only relatively crude or imprecise indications of a phenomenon

• More efficient use of research time • More efficient use of research budget • May be the only way to get data from situations

impractical to observe directly.

3.3. Disguised versus Nondisguised Observation

Nondisguised observation:• Respondents are aware that they are being

observed • Data may be contaminated by respondent-

induced errors. • Data gathered through using disguised

observation might not be as rich as those from nondisguised observation.

Disguised Observation • Respondents are unaware they are being

observed • Allows for monitoring of the true reactions of

individuals. • Unethical if disguised observation monitors

– Normally private behaviors – Behaviors that may not be voluntarily revealed to

researchers.

• Mystery shopping – popular disguised observational technique – Mystery shopper

• Unknown to the retail establishment • Visits the store • Uses a structured script • Observes and records the shopping

experience.

3.4. Physical-trace evidence Observation

• Wear and tear of a book indicates how often it has been read• garbology - looking for traces of purchase patterns

in garbage • detecting store traffic patterns by observing the

wear in the floor (long term) or the dirt on the floor (short term)

3.5. Types of Mechanical Observation

• Eye-Tracking• Response Latency • Voice Pitch Analysis • People Meter • Psychogalvanometer • Monitoring Web Site Traffic

Eye Tracking

Measures unconscious eye movements Records how the subject actually reads or views an

advertisement, product packaging, promotional displays, websites, etc.

Measures which sections attract customers' attention and how much time they spend looking at those sections  

• Oculometers - what the subject is looking at • Pupilometers - how interested is the viewer (This

device observes and records changes in the diameter of the subject’s pupils)

Voice Pitch Analysis

• Measures emotional reactions through physiological changes in a person’s voice

• Used to determine – how strongly a respondent feels about an answer – how much emotional commitment is attached to an answer.

• Variations from normal voice pitch is considered a measure of emotional commitment to the question's answer.

Response Latency

• It measures the speed with which a respondent gives a decision about a choice between alternatives

• It records the decision time necessary to make this choice.

• For instance: it can measure the effectiveness of an advertisement on brand preferences.

• It assumes that a quick expression of brand preference indicates a stronger preference.

People Meter

• Electronic device to monitor television viewing behavior – who is watching – what shows are being watched.

Psychogalvanometer

• Measures galvanic skin response• Involuntary changes in the electrical

resistance of the skin• Assumption: physiological changes

accompany emotional reactions