文档介绍：Exploring Marketing Research William G. Zikmund
Chapter 10:
Observation
Scientific Observation is Systematic
“YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes
What Can Be Observed?
Physical Actions
Verbal Behavior
Expressive Behavior
Spatial Relations and Locations
Temporal Patterns
Verbal and Pictorial Records
WHAT CAN BE OBSERVED
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 of
voice, and other form of
body language
WHAT CAN BE OBSERVED
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
Categories of Observation
Human versus Mechanical
Visible versus Hidden
Direct
Contrived
Observation of Human Behavior
Benefits
Communication with respondent is not necessary
Data without distortions due to self-report (.: without social desirability)
Bias
No need to rely on respondents memory
Nonverbal behavior data may be obtained
Certain data may be obtained more quickly
Environmental conditions may be recorded
May bined with survey to provide supplemental evidence
Observation of Human Behavior
Limitations
Cognitive phenomena cannot be observed
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
Observation of Physical Objects
Physical-trace evidence
Wear and tear of a book indicates how often it has been read
Scientifically Contrived Observation
The creation of an artificial environment to test a hypothesis