Business Research Methods Observation Methods

“YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes Scientific Observation Is Systematic

Definition It involves recording behavioural pattern of respondents without communicating with them

Observation Methods Direct Observation Contrived Observation Content Analysis Physical Trace Pantry Audit Participant Observation Mechanical Device

Direct Observation It is a method where human observer records the phenomenon being observed as it occurs in a tactful manner so as not to be noticed Used in tracking behaviour of a shopper in a supermarket Compliance of traffic rules by motorists

Direct Observation Benefits 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

Direct Observation Benefits Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence

Direct Observation Limitations Cognitive phenomena cannot be observed Interpretation of data may be a problem Not all activity can be recorded Only short periods can be observed Observer bias possible Possible invasion of privacy

Contrived Observation The creation of an artificial environment to test a hypothesis Subjects are aware of being participant in the observational study but have no idea as to which aspects are being observed Behaviour of respondents eating fast food in a test kitchen set up in a mall

Contrived Observation Mystery shopping used in service sector ---Authorizing a person as a customer to observe timeliness (Within 30 minutes) in delivery process (Restaurants, banks) ---An observer pretending to be an airline passenger throws unnatural questions at an executive at an enquiry counter to notice & analyse the set of responses he gets

Content Analysis Obtains data by observing and analyzing the content of advertisements, letters, articles, TV/Radio programmes etc. Deals with the study of the message itself Measures the extent of emphasis or omission Material is analysed based on words used, themes,characters & space Helps in introducing required changes in communication process for better response rate

Physical Trace It is a process of looking systematically into the immediate surroundings for any evidence of human interaction Physical-trace evidence Wear and tear of a book indicates how often it has been read Dirt on floor to determine store traffic pattern Computer cookie records,records of credit card usage

Pantry Audit Researcher inventories the brands,quantities and package sizes of products in a consumer ’pantry Pantry audits are generally carried out in the course of a personal interview Reduces problems of response bias Obtaining permission to examine consumers’ pantries may be difficult

Participant Observation Researcher becomes a part of the group to be investigated Establishes long term relationship with individuals in the group in their natural settings Gets involved in the day to day activities of the subjects & the social settings under investigation It helps in understanding the subjects thoroughly

Mechanical Observation Mechanical devises rather than human observers record phenomenon being observed On site cameras in stores while subjects are shopping Eye tracking analysis or using oculometers to identify what subject is looking at and pupilometer to measure how interested the viewer is while watching ads. Electronic checkout scanners to record UPC (universal product codes) on products allows for mechanized information collection regarding consumer purchases by product category, brand, store type, price & quantity Turnstiles that record number of people entering or leaving a building Traffic counters placed across streets to record number of vehicles passing certain locations

Mechanical Observation Nielsen’s Audimeter & peoplemeter are used for tracking TV set watching Voice pitch meters are used to measure emotional reactions Psychogalvanometers are used to measure galvanic skin response which in turn indicates respondents’ interest level & attitude towards the stimuli Response latency is the time respondent takes to answer a question & is used to measure relative preference for various alternatives It may be easier to record behaviour of subjects but measuring precise level of reactions is questionable. Some of the devices are expensive to use. Creation of an artificial environment is another limitation

Mechanical Observation Traffic Counters Web Traffic Scanners Peoplemeter Physiological Measures

Physiological Reactions Eye tracking Response latency Pupilometer Psychogalvanometer Voice pitch

Eye Tracking Monitors Record how the subject actually reads or views an advertisement Measure unconscious eye movements

Response Latency Recording the decision time necessary to make a choice between two alternatives It is presumed to indicate the strength of preference between alternatives.

Pupilometer This device observes and records changes in the diameter of the subject’s pupils.

Psychogalvanometer Measures galvanic skin response Involuntary changes in the electrical resistance of the skin Assumption: physiological changes accompany emotional reactions Respondent is fitted with small electrodes & shown ads, packages & slogans

Voice Pitch Analysis Measures emotional reactions through physiological changes in a person’s voice

What Can Be Observed? Physical actions Verbal behavior Expressive behavior Spatial relations and locations Temporal patterns Verbal and pictorial records

Phenomena Example Human behavior or physical Shoppers movement actionpattern in a store Verbal behaviorStatements made by airline travelers who wait in line Expressive behaviorFacial expressions, tone of voice, and other form of body language What Can Be Observed

PhenomenaExample Spatial relationsHow close visitors at an and locationsart museum stand to paintings Temporal patternsHow long fast-food customers wait for their order to be served Physical objectsWhat brand name items are stored in consumers’ pantries Verbal and Pictorial Bar codes on product packages Records What Can Be Observed