1. Learning Objective Chapter 6 Primary Data Collection: Observation CHAPTER 6 Primary Data Collection: Observation Copyright © 2000 by John Wiley & Sons, Inc.

2. Learning Objective Chapter 6 Primary Data Collection: Observation Learning Objectives 1. To develop a basic understanding of observation research. 2. To learn the approaches to observation research. 3. To understand the advantages and disadvantages of observation research. 4. To explore the types of human observation.

3. Learning Objective Chapter 6 Primary Data Collection: Observation Learning Objectives 5. To describe the types of machine observation and their advantages and disadvantages. 6. To explore the tremendous impact scanner research has had on the marketing research industry in the past few years.

4. Learning Objective Chapter 6 Primary Data Collection: Observation Observation Research Defined Watching what people do Conditions for Using Observation the information must be observable the behavior must be repetitive short duration Approaches to Observation Research Natural Versus Contrived Situations Open Versus Disguised Observation THE NATURE OF OBSERVATION RESEARCH To learn the approaches to observational research.

5. Learning Objective Chapter 6 Primary Data Collection: Observation THE NATURE OF OBSERVATION RESEARCH Structured Versus Unstructured Human Versus Machine Observers Direct Versus Indirect Advantages of Observation Research We can see what people actually do Avoids interviewer bias Quick data collection Disadvantages of Observation Research Researcher does not learn motives Time-consuming and expensive To understand the advantages and disadvantages.

6. Learning Objective Chapter 6 Primary Data Collection: Observation Mystery Shoppers To gather observational data about a store To collect data about customer/employee interactions Level 1 - a mystery telephone call Level 2 - a quick purchase, little or no interaction To explore the types of human observation. HUMAN OBSERVATION

7. Learning Objective Chapter 6 Primary Data Collection: Observation Level 3 - using a script, initiates a conversation Level 4 - requires excellent communication and knowledge of product To explore the types of human observation. HUMAN OBSERVATION

8. Learning Objective Chapter 6 Primary Data Collection: Observation One Way Mirror Observations Allows clients to observe the group discussion as it unfolds Shopper Patterns and Behavior Tracing the flow of shoppers through the store Content Analysis To analyze written material (advertising copy) into meaningful units using rules HUMAN OBSERVATION To explore the types of human observation.

9. Learning Objective Chapter 6 Primary Data Collection: Observation Humanistic Inquiry The researcher becomes part of the group he is studying An immersion process Audits An examination and verification of the sale of a product retail audits: sale to final customer wholesale audit: warehouses to retailers HUMAN OBSERVATION To explore the types of human observation.

10. Learning Objective Chapter 6 Primary Data Collection: Observation Traffic Counters Physiological Measurement EEG: electroencephalogram GSR: galvanic skin response Pupilometer: pupil dilation Voice Pitch Analysis: to measure emotion Opinion and Behavior Measurement People Reader: reading habits MACHINE OBSERVATION To explore the types of machine observation.

11. Learning Objective Chapter 6 Primary Data Collection: Observation Rapid Analysis Measurement (RAMS): Turn dial when feeling more favorable The People Meter Controversy: measures national TV audiences advertising losses Scanner Based Research Television meters and laser scanners which read the UPC codes on products and produce instantaneous information on sales MACHINE OBSERVATION To explore the types of machine observation.

12. Learning Objective Chapter 6 Primary Data Collection: Observation BehaviorScan: shopping with an ID card InfoScan: consumer packaged goods 1. Advertising Weight Testing 2. Copy Testing IRI’s Software: optimal use of retail shelf space Other IRI software Programs: 1. DataServer Analyzer: A full range of analysis and reporting MACHINE OBSERVATION To explore the impact of scanner research.

13. Learning Objective Chapter 6 Primary Data Collection: Observation 2. DataServer Partners data-mining analysis paths and predefined reports to determine causal factors 3. DataServer Targeter uses store level scanner and demographic data to estimate target sales 4. QuickStart helps promote profitable trade promotion MACHINE OBSERVATION To explore the impact of scanner research.

14. Learning Objective Chapter 6 Primary Data Collection: Observation Behavioral Research Versus Attitude Research - The Growing Chasm in Marketing Research Scanner Researchers ( behaviorists) Quantitative, mathematical modelers, statisticians Interested in what consumers do Attitudinal Researchers Scanner data too sterile Must know feelings/attitudes MACHINE OBSERVATION To explore the impact of scanner research.

15. Learning Objective Chapter 6 Primary Data Collection: Observation The Future of Scanning Scanner Plus: Will be able to communicate with personal computers in the home To analyze an individual household's consumption and offer menu projections and shopping lists Keep track of coupons Maintain a promotion bank MACHINE OBSERVATION To explore the impact of scanner research.

16. Learning Objective Chapter 6 Primary Data Collection: Observation The End Copyright © 2000 by John Wiley & Sons, Inc.