11. observation methods
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11. Observation MethodsTRANSCRIPT
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Business Research Methods
William G. Zikmund
Chapter 11: Observation Methods
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Scientific Observation Is Systematic
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What Can Be Observed?Physical actionsVerbal behaviorExpressive behaviorSpatial relations and locationsTemporal patternsVerbal and pictorial records
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Phenomena ExampleHuman behavior or physical Shoppers movementactionpattern in a store
Verbal behaviorStatements made byairline travelers who waitin line
Expressive behaviorFacial expressions, tone of voice, and other form of body languageWhat Can Be Observed
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PhenomenaExampleSpatial relationsHow close visitors at anand locationsart museum stand to paintings
Temporal patternsHow long fast-food customerswait for their order to be served
Physical objectsWhat brand name items are stored in consumers pantries
Verbal and Pictorial Bar codes on product packagesRecordsWhat Can Be Observed
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Categories of ObservationHuman versus mechanicalVisible versus hiddenDirectContrived
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Observation of Human BehaviorBenefitsCommunication with respondent is not necessaryData without distortions due to self-report (e.g.: without social desirability) biasNo need to rely on respondents memoryNonverbal behavior data may be obtained
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Observation of Human BehaviorBenefitsCertain data may be obtained more quicklyEnvironmental conditions may be recordedMay be combined with survey to provide supplemental evidence
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Observation of Human BehaviorLimitationsCognitive phenomena cannot be observedInterpretation of data may be a problemNot all activity can be recordedOnly short periods can be observedObserver bias possiblePossible invasion of privacy
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Observation of Physical ObjectsPhysical-trace evidence Wear and tear of a book indicates how often it has been read
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Scientifically Contrived ObservationThe creation of an artificial environment to test a hypothesis
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Response LatencyRecording the decision time necessary to make a choice between two alternativesIt is presumed to indicate the strength of preference between alternatives.
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Content Analysis Obtains data by observing and analyzing the content of advertisements, letters, articles, etc.Deals with the study of the message itselfMeasures the extent of emphasis or omission
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Mechanical ObservationTraffic CountersWeb TrafficScannersPeoplemeterPhysiological Measures
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Monitoring Web Site TrafficHits and page viewsJupiter Media Metrics Nielsen//NetRatings
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Physiological ReactionsEye trackingPupilometerPsychogalvanometerVoice pitch
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Eye Tracking MonitorsRecord how the subject actually reads or views an advertisementMeasure unconscious eye movements
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PupilometerThis device observes and records changes in the diameter of the subjects pupils.
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PsychogalvanometerMeasures galvanic skin responseInvoluntary changes in the electrical resistance of the skinAssumption: physiological changes accompany emotional reactions
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Voice Pitch AnalysisMeasures emotional reactions through physiological changes in a persons voice
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