tailieunhanh - Ebook Marketing research essentials (8th edition): Part 2

(BQ) Part 2 book "Marketing research essentials" has contents: Primary Data Collection: Observation; primary data collection - experimentation and test markets, the concept of measurement and attitude scales, questionnaire design, basic sampling issues, sample size determination, more powerful statistical methods,.and other contents. | © Denis Zbukarev/iStockphoto Primary Data Collection: Observation 7 C H A P T E R L E A R N I N G OBJE C TIVES 1. To develop a basic understanding of observation research. 2. To learn the approaches to observation research. 3. To understand the advantages and disadvantages of observation research. 4. To explore the types of human observation. 5. To understand the types of machine observation and their advantages and disadvantages. 6. To explore the tremendous impact of scanner-based research on the marketing research industry. 7. To learn about observation research on the Internet. 153 07/05/12 1:37 PM 154 Primary Data Collection: Observation CHAPTER 7 W hat is observation research, and how is it used in marketing research? What is ethnography, and why is it so popular? Observation research has exploded on the Internet. Why? Why is Internet observation research so controversial? What machines can be used in observation research, and what kind of data do they produce? We will answer these questions in this chapter. The Nature of Observation Research observation research A systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved. Instead of asking people questions, as a survey does, observation research depends on watching what people do. Specifically, observation research can be defined as the systematic process of recording patterns of occurrences or behaviors without normally questioning or communicating with the people involved. (Mystery shopping is an exception.) A marketing researcher using the observation technique witnesses and records events as they occur or compiles evidence from records of past events. The observation may involve watching people or watching phenomena, and it may be conducted by human observers or by machines. Exhibit gives examples of some common observation situations. Conditions for Using .