497 observation

8/10/2019 497 Observation

1/31

Qualitative & ObservationResearch


2/31

Conducting FocusGroup Interviews


3/31

Focus Group Interviews

Unstructured, free-flowing interviews with smallgroups of people.

Consists of

Moderator or interviewer

6 to 10 participants

Note taker

Moderator introduces topic and encourages group

members to discuss the subject amongstthemselves.

Allow people to discuss their true feelings in their

own words


4/31

Advantages of Focus Group

Interviews Relatively fast

Easy to execute

Inexpensive Numerous topics can be discussed (unlike

surveys)

Multiple insights can be gained


5/31

Drawbacks of Focus Group

Interviews Require sensitive and effective moderators

Without such, self-appointed participants may

dominate a session

Halo effect on attitudes toward the concept ortopic of discussion may occur, if group reacts

negatively to a dominant member

Participants may not be representative ofthe population of interest.


6/31

Requirements for Effective Focus

Groups

Six to ten participants Carefully screen participants

Want people who have knowledge about the topic athand

Homogeneous participants in terms of somecharacteristic under study

Relaxed atmosphere

If possible, room with one-way mirror and audio-

and video-recording capabilities Session duration around one hour

Trained moderator

Compensate for participation


7/31

7 Habits of Effective Moderators1. Establish personal contact with each respondent

early

2. Help respondents feel relaxed early on

3. Win respondents to your side

4. Deal with loud respondents; but dont intimidate

other respondents Dont look at them when you ask questions

Dont acknowledge their raised hands

5. Deal with inconsistent, unclear answers by

mobilizing the group to help6. Create an environment where anything a

respondent wants to say is acceptable

7. Dont assume you know what a respondent means

by an ambiguous answer


8/31

When NOT to use Focus Groups

Emotionally charged environment

Researcher has lost control over criticalaspects of the study

Statistical projections are needed Other methodologies can produce better

quality information

Other methodologies can produce moreeconomical information of the same quality

Researcher cannot ensure the

confidentiality of sensitive information


9/31

Types of Focus Group Questions Opening Question

Round robin question

Designed to be answered rather quickly

Designed to identify characteristics participants have incommon

Preferably factual (rather than attitude or opinions)

Introductory Question Introduce general topic of discussion

Key Questions

2 to 5 max The questions you really want answers to

Ending Questions Bring closure to the discussion. Most common is the

summary question


10/31

Some Things to Consider

Avoid Dichotomous Questions

Questions answerable with a yes or no

Avoid asking Why

Has a sharpness or pointedness that reminds one

of interrogations Asked Uncued Questions first; Cued

Questions second

Uncued: Open-ended; usually based on recentexperiences or impressions

Cued: Questions that specify some topic or aspect

of a topic


11/31

YOU SEE, BUT YOU

DO NOT OBSERVE.

Sherlock Holmes

Scientific Observation Is Systematic


12/31

What is Observation Research?

The systematicprocess of recording the

behavioral patterns of people, objects, andoccurrences as they are witnessed.

No questioning or communicating with

people typically occurs.

Where observation is

concerned, chance favors onlythe prepared mind. Louis Pasteur


13/31

Phenomena Example

Human behavior or physical Shoppers movement

action pattern in a store

Verbal behavior Statements made by

airline travelers who wait

in line

Expressive behavior Facial expressions, tone ofvoice, and other form of

body language

What Can Be Observed


14/31

Phenomena Example

Spatial relations How close visitors at an

and locations art museum stand to paintings

Temporal patterns How long fast-food customers

wait for their order to be served

Physical objects What brand name items are

stored in consumers pantries

Verbal and Pictorial Bar codes on product packages

Records

What Can Be Observed


15/31

Categories of Observation

Human versus mechanical

Visible versus hidden

Direct


16/31

Visible vs. Hidden Observation

Visible Observation Observers presence is known to the subject.

Hidden Observation

Subject is unaware that observation is takingplace.

Minimizes respondent error


17/31

Direct Observation

Straightforward attempt to observe and

record what naturally occurs

The investigator does not create an

artificial situation Observer Bias Distortion of measurement resulting from the

cognitive behavior or actions of a witnessing

observer

Response Latency


18/31

Response Latency

Recording the decision timenecessary to make a choice

between two alternatives

It is presumed to indicate the

strength of preference between

alternatives.


19/31

Observation of Human Behavior

Benefits

Communication with respondentnot necessary

No distortions due to self-report(e.g.: no social desirability) bias

No need to rely on respondents

memory

Nonverbal behavior data may be

obtained


20/31


Benefits

Certain data may be obtained

more quickly

Environmental conditions may

be recorded

May be combined with surveyto provide supplemental

evidence


21/31


Limitations

Cognitive phenomena cannot beobserved

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


22/31

Observation of Physical Objects

Physical-trace evidenceWear and tear of a book

indicates how often it has been

read


23/31

Content Analysis

Obtains data by observing andanalyzing the content of

advertisements, letters, articles, etc.

Deals with the study of the messageitself

Measures the extent of emphasis or

omission


24/31

Mechanical Observation

TrafficCounters

Web Traffic

Scanners

PhysiologicalMeasures


25/31

Physiological Reactions

Eye tracking

Pupilometer

Psychogalvanometer

Voice pitch


26/31

Eye Tracking Monitors

Measure unconscious eyemovements

Record how the subjectactually reads or views an

advertisement


27/31

Pupilometer

Device observes andrecords changes in the

diameter of the subjectspupils.


28/31

Psychogalvanometer

Measures galvanic skinresponse

Involuntary changes inelectrical resistance of the skin

Assumption:

physiological changes

accompany emotional reactions


29/31

Voice Pitch Analysis

Measures emotionalreactions through

physiological changes in apersons voice


30/31

Measuring Physiological Reactions Problems

No strong theoretical evidencesupports argument thatphysiological change is valid

measure of future sales, attitudechange, or emotional response

Calibration (or sensitivity) of the

measuring devicesIdentifying arousal is one thing

Precisely measuring levels of arousal

is another


31/31

Measuring Physiological Reactions Problems

Expense of the measuringdevices

Subjects usually are place in

artificial surroundings andknow they are being observed

497 observation

Documents