Overview
- to
identify observable behaviors related to the marketing research
study in progress (as appropriate to the topic being investigated).
- to
conduct observational data related to the information needs
of a research situation.
Text
References: Chapter
10
Text
Concept Links
- observational
research (p. 291)
- direct
observation (p. 293)
- indirect
observation (p. 293)
Research Procedures
Step 1: Based
on the topic of the study (or another research situation), identify
research objectives and information needs that could be achieved
using observational research.
Step
2:
List
observable behaviors related to the research objectives and
information needs; these might include product selection time;
touching products; reading labels, ads, displays; payment method;
talking; brands, package size bought; shopping list use; speed
of movement; eye movement; making calculations, physical responses.
Step
3: Create
an observation data collection form that includes the following,
as appropriate:
- desired
target market-gender, age, shopping alone or with others
- date;
time; location-describe setting: store aisle, shelf display,
seating, etc.
- physical
characteristics-clothing, other characteristics
Step 4: Collect the observational
data in the appropriate setting (at the appropriate time), which
might include a supermarket, discount store, fast-food restaurant,
or other location.
Weblinks
(click here)
Module output
Prepare a summary report consisting of the following components:
1. An overview of situation in which the observational study
was conducted.
2. A description of the observational behaviors and research
procedures used.
3. A list of key findings related to the research objectives
of the study.
4. Recommended actions for the use of the findings and suggestions
for improved observation data collection.
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