Observation method_BRM
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The document discusses various observation methods used in research including direct observation, contrived observation, visible observation, hidden observation, human observation, and mechanical observation. It describes observing human behavior, physical actions, verbal and expressive behaviors, temporal and spatial patterns, and physical objects. The key methods covered are direct observation, scientifically contrived observation, content analysis, trace analysis, and mechanical observation using devices like video cameras, click-through rates, scanner panels, eye trackers, and devices measuring physiological reactions. Observation allows collecting qualitative and quantitative data without communicating with subjects.
Observation method_BRM
- 1. OBSERVATION METHODS CHAPTER 11 Anirudh Jindal 22 Karan Juriani 24 Ishant Kathuria 26 Gunjan Khanuja 28 Kushal Suneja 30
- 2. YOU SEE, BUT YOU DO NOT OBSERVE. ~ Sherlock Holmes
- 3. . . . systematic witnessing and/or recording of behavioral patterns of objects, people, and events without directly communicating with them can collect both qualitative and quantitative data. There are four conditions for scientific observation: Serves a formulated research purpose Planned systematically Recorded systematically Subjected to checks or controls on validity and reliability OBSERVATIONS
- 4. Physical actions Expressive behaviors Verbal patterns Temporal patterns Spatial relationships & locations Physical objects Nonverbal symbols BEHAVIORS THAT ARE OBSERVED . . .
- 5. WHAT CAN BE OBSERVED Human behavior or physical action Shoppers movement pattern in a store Verbal behavior Statements made by airline travelers who wait in lineExpressive behavior Facial expressions, tone of voice, and other form of body language Spatial relations and locations How close visitors at an 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 Records Bar codes on product packages
- 6. OBSERVATION OF HUMAN BEHAVIOUR Business researchers can observe people, objects, events, or other phenomena using either human observers or machines designed for specific observation tasks Direct observation is a straightforward attempt to observe and record what naturally occurs; the investigator does not create artificial situation. Contrived observation is observation in which the investigator creates an artificial environment in order to test a hypothesis. Direct versus scientifically contrived observation Visible observation is situation in which the observers presence is known to the subject. Hidden observation is situation in which the subject is unaware that observation is taking place. Visible versus hidden observation Mechanical observation is situation in which video cameras, traffic counters, and other machines help observe and record behavior. Human versus mechanical observation
- 7. NATURE OF OBSERVATION STUDIES Communication with respondent is not necessary Data without distortions due to self-report (e.g.: 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 be combined with survey to provide supplemental evidence
- 8. OBSERVING AND INTERPRETING NON VERBAL COMMUNICATION
- 9. DIRECT OBSERVATION Straight forward attempt to observe and record what naturally occurs Data like age, gender, race can be easily observed Produces detailed Records with more accurate data Observer - Passive Role Helps keep researchers observation consistent Response Latency - Amount of time it takes to make a choice between two alternatives Quick decision indicates psychological distance between alternatives
- 10. ERRORS IN DIRECT OBSERVATION Observer Bias : A distortion of measurement resulting from the cognitive behavior To some extent Subjective in nature Compromise on accuracy due to factors such as speed of recording details, observers memory, writing speed Not all details recorded Interpretation of data can be a source of error.
- 11. SCIENTIFICALLY CONTRIVED OBSERVATION Create an artificial situation in order to test a hypothesis or a situation under study Less time consuming than the observation technique. Observer has greater control over gathering the data Observer can Influence the subjects
- 12. COMBINING DIRECT OBSERVATION & INTERVIEWING Interviews conducted after detailed direct observation Can better explain their actions noticed under the observation technique
- 13. ETHICAL ISSUES IN OBSERVATION Hidden Observations intrudes into the RIGHT TO PRIVACY More problematic in Private places than in public such as Trial rooms , Rest rooms, Spas etc Observation through two way mirrors Some people might see contrived observation as entrapment If no permission is taken from the subject: Intrusion into privacy Unethical and Illegal behavior If permission is taken from the subject: Un natural responses Soul purpose of research being negotiated The Dilemma
- 14. WHEN SHOULD A RESEARCHER FEEL COMFORTABLE ABOUT COLLECTING OBSERVATIONS Is the behavior being observed commonly performed in public where it is expected to be observed by others Is the behavior performed in a setting in which the anonymity of the person is assured Has the person agreed to the observations Yes ? Yes ? Yes ?
- 15. OBSERVATION OF PHYSICAL OBJECTS Physical trace data serves as visible record of past events Important information can be extracted Response bias is avoided More correct and accurate information as it is the direct physical object Examples: More the wear and tear of books indicates more is the usage and preference for those books. Garbage Project
- 16. CONTENT ANALYSIS Systematically analyzing the written communication Observing and analyzing the contents ,messages ,advertisements, newspaper article ,television programmes. Aimed at collecting information on characteristics of messages Advertisement content analysis: analyzing the usage of word ,themes and characters
- 18. TRACE ANALYSIS Researchers collect data on the basis of physical trace and evidence of previous activities of the users For e.g.: Looking at product wrappers in waste bin Has disadvantages in terms of generalizability of the result FMCGs use this quite frequently to have initial idea about the consumption behaviour of their newly launched products
- 19. MECHANICAL OBSERVATION Includes video cameras, traffic counters and machines, which helps us to observe and record behaviour Sometimes motion picture cameras and time lapse photography are also used Application in real time: Train passengers and find out their level of comfort Traffic flows in urban square Organization of warehouse
- 20. TELEVISION MONITORING Computerized mechanical observation used to obtain television ratings Used consumer panel & PeopleMeter a monitoring device PeopleMeter gathers data about who is watching which program at what time More than 5000 TV sets were fitted with this device
- 21. CLICK THROUGH RATES (MONITORING WEBSITE TRAFFIC) Percentage of people who are exposed to an advertisement who actually click on the corresponding hyperlink which takes them to the Companys website Way of measuring the success of an online advertising campaign for a particular website Advertisers incur cost on each click as cost per click Counting hits suggests the amount of interest website is receiving but these measures are flawed
- 22. CTR FLAWS Hits do not differentiate between lot of activity by a few visitors or little activity by many visitors Cant differentiate if a user is clicking multiple times due to some useful thing or just because he is trying unsuccessfully to find something by looking in several places. Hits by mistake Consumer may be unaware of what they are doing while clicking the ad, they might be looking for something & ended up there
- 23. SCANNER BASED RESEARCH What it is ?? A mechanical method of observation Use of scanner based consumer panels instead of consumer purchase diaries How it is implemented ?? Each household is assigned with a bar code card Scanner machines record purchase information at the billing counter Background information collected through surveys is also coupled with household code number Aggregate data is provided to industries for analytics
- 24. ADVANTAGES OVER CONVENTIONAL SYSTEM Actual purchase behavior rather than reported behavior Improved efficiency Unbiased data More extensive data can be recorded Data can be combined with other factors and be analyzed with powerful analytical software
- 25. MEASURING PHYSIOLOGICAL REACTIONS Mechanical devices have been used to record physiological reactions of consumer to advertising, packaging or other stimuli The two basic principals for these observations are: Eye Movements towards stimuli which attracts more Change in Adrenaline level when body is aroused
- 26. DEVICES USED Eye-tracking monitor Tracks eye movements with invisible infrared light beams Infrared beam of light locks on pupil to record eye movement across stimuli Another camera records the pages or screen being viewed Data is analyzed in a computer to find out the subjects interest in an ad Pupilometer Observes and records changes in the diameter of subjects pupils Brightness and distance of the stimulus from the subject s eyes are held constant Assumption Increased pupil size reflects positive attitude
- 27. DEVICES USED Psychogalvanometer Measures galvanic skin response i.e change in electrical resistance Change in adrenaline level increases blood flow, perspiration and electrical resistance of the body Based on assumption that physiological changes accompany emotional reaction to stimuli Voice-pitch analysis Gauges emotional reactions as reflected by frequency of persons voice Abnormal frequencies in the voice are recorded that are supposed to reflect emotional reaction towards stimuli
- 28. LIMITATIONS No strong evidence supports the argument that physiological change is a valid measure of future sales, change of attitude etc Calibration of measuring devices Expensive Participants know that they are being observed