MAR 4613 Brown Suter CHAPTER FIVE Observation Personality mannerisms that distinguish one individual from another Normal patterns of behavior exhibited by an individual the attributes traits and Attitude An individual s overall evaluation of something Awareness Knowledge insight into or understanding of facts about some object or phenomenon Unaided recall Without any clues customers were asked to recall what advertising they have seen Highest level of awareness Aided Recall Consumers are prompted with a category cue That is they are asked to remember all ads or brands that they have seen for products and services in particular product category Easier still high level of awareness Recognition Actual advertisements brand names or logos shown or described to consumers who are asked whether they remember seeing each one Low level of awareness bc its much easier for respondents to recognition Intentions anticipated or planned future behavior Motive A need want drive wish desire impulse or any inner state that energizes activates or moves and that directs behavior toward goals Behavior What individuals have done or are doing Communication A method of data collection involving questioning of respondents to secure the desired information using data collection instrument questionnaire called Observation A method of data collection in which the situation of interest is facts actions or behaviors are recorded watched and the relevant Structured observation DESCRIPTIVE causal RESEARCH QUANTITATIVE The problem has been defined precisely enough so that the can the categories that will be used to record and analyze the situation behaviors that will be observed can be specified beforehand as Unstructured observation EXPLORATORY RESEARCH QUALITATIVE the problem has not been specifically defined so a great deal of flexibility is allowed the observers in terms of what they note and record Queue people line up to do something Ex get in shorter line at grocery store Register area things Undisguised observation The subjects are aware that they are being observed Disguised observation The subjects are not aware that they are being observed Natural Setting Subjects are observed in environment where the behavior normally takes place Contrived Setting Subjects are observed in an environment that has been recording their behavior specially designed for Human observation the observational from the specific events that take place Individuals are trained to systematically observe a phenomenon and to record on Electrical or mechanical observation records the events that take place An electrical or mechanical device observes a phenomenon and Response latency deliberates The amount of time a before answering a question respondent Galvanometer A device used to measure changes in the associated with changes in emotion electric resistance of the skin that are Analysis that examines changes in the relative frequency of the human voice that A device used by researchers to study subject s eye movements while he or she is Voice pitch analysis accompany emotional arousal Eye tracker camera reading advertising copy 1 What are the two main purposes of observational research a Structured Qualitative Unstructured Quantitative 2 How does observation research differ from survey and experimental research 3 What can be observed Why do we have so many different observational techniques a Physical Action human behavior ex shopper movement in store b Verbal behavior Statements made by airline travelors who wait in line c Expressive behavior facial expressions tone of voice body language d Spatial relations and locations how close visitors stand to paintings at art museums scuff e Temporal patterns How long fast food customers wait for food to be served f Physical objects Brand name items stored in customer pantries 4 What is the difference between natural and contrived observation Subjects are observed in environment where the behavior normally a Natural Setting takes place designed for recording their behavior b Contrived Setting Subjects are observed in an environment that has been specially 5 What can be learned from observation What cannot be learned a Can be learned Benefits i Certain data may be obtained more quickly ii Environmental conditions may be recorded iii May be combined with survey to provide supplemental advice iv Communication with respondent is not necessary v Data without distortions due to self report e g without social desirability social attractive way of repositioning themselves saying they are socially desiralble Ever lie No vi No need to rely on respondents memory b Cannot be learned Limitations Interpretation of data may be a problem i Cognitive phenomenon canot be observed cant read minds ii iii Not all activity can be recorded iv Only short periods can be observed v Observer bias possible vi Possible invasion of privacy 6 Given that there are so many techniques when would any given technique be most appropriate for a given problem text text analytics refers to the process of deriving high quality information from quality information is typically derived through the devising of patterns and trends through means such as statistical pattern learning High Content analysis is a technique for systematically describing written spoken or visual communication Ex NetBase is a research company that analyzes social dialog it gets from the Internet to discover insights for clients They recently discovered a large online community of long distance bikers and other endurance athletes purposely drinking coke that had gone flat giving them the caffeine and sugar to boost stamina but none of the carbonation which can lead to cramps Which type of research is this It provides a quantitative numerical description Manycontent analyses involve media print newspapers magazines television video movies the Internet CHAPTER SIX Communication the degree of standardization used with data collection instrument HIGH STRUTURE Structure EVERYONE GETS SAME QUESTIONS AND RESPONSE CATAGORIES ARE STANDARDIZED CLOSED LOW STRUCTURE SAME QUESTION ANSWER IN WAY THEU CHOOSE OPEN Fixed alternative question responses are limited to stated alternatives CLOSED ENDED QUESTION STRUCTURED A question in which the Open ended question words rather than being limited to choosing from among a set of alternatives Descriptive research UNSTRUCTURED A question for which respondents are free to reply in their own The amount of knowledge about the purpose or
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