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Chapter 8 Verónica Rosendo Ríos © Observation Business Research Methods Verónica Rosendo Ríos Enrique Pérez del Campo Marketing Research CHAPTER 8. Observation “Never trust to general impressions, my boy, but concentrate yourself upon details.” Verónica Rosendo Ríos © Sir Arthur Conan Doyle “I believe in evidence. I believe in observation, measurement, and reasoning, confirmed by independent observers. I'll believe anything, no matter how wild and ridiculous, if there is evidence for it. The wilder and more ridiculous something is, however, the firmer and more solid the evidence will have to be. ” 1-2 ISAAC ASIMOV Marketing Research CHAPTER 8. Observation CONTENTS General concepts and…show more content…
It can be achieved using one-way mirrors, hidden cameras, or mechanical devices. Observers may be disguised as shoppers, sales clerks, or other roles. Verónica Rosendo Ríos © • Indirect observation, – the respondents are aware that they are being observed, and they are normally aware of the presence of the observer. Researchers do not agree on the degree of effect the presence of an observer has on behavior. One viewpoint is that the observer effect is minor and shortlived. The other is that the observer can seriously bias the behavior patterns (Malhotra, 2012). 1-8 Marketing Research CHAPTER 8. Observation • Natural vs contrived observation • Natural observation: – involves observing behavior as it takes place in the environment. For example, one could observe the behavior of respondents eating fast food in a Burger King. The advantage is that the observed behavior will reflect the true phenomenon more accurately, the disadvantages are that the costs of waiting for the phenomenon to occur and the difficulty of measuring the phenomenon are high. • Contrived observation, Verónica Rosendo Ríos © – the investigator creates an artificial environment in order to observe a behavior, such as a test kitchen 1-9 Marketing Research CHAPTER 8. Observation • Applications Verónica Rosendo Ríos © Observation methods: applications -Personal -Mechanical -Audit
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