Lecture on Observation Methods in Business Research www

Lecture on Observation Methods in Business Research www. Assignment. Point. com www. assignmentpoint. com

Scientific Observation Is Systematic “YOU SEE, BUT YOU DO NOT OBSERVE. ” Sherlock Holmes www. assignmentpoint. com

What Can Be Observed? • • • Physical actions Verbal behavior Expressive behavior Spatial relations and locations Temporal patterns Verbal and pictorial records www. assignmentpoint. com

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 www. assignmentpoint. com

What Can Be Observed Phenomena Example 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 www. assignmentpoint. com

Categories of Observation • • Human versus mechanical Visible versus hidden Direct Contrived www. assignmentpoint. com

Observation of Human Behavior Benefits • 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 www. assignmentpoint. com

Observation of Human Behavior Benefits • Certain data may be obtained more quickly • Environmental conditions may be recorded • May be combined with survey to provide supplemental evidence www. assignmentpoint. com

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 www. assignmentpoint. com

Observation of Physical Objects • Physical-trace evidence • Wear and tear of a book indicates how often it has been read www. assignmentpoint. com

Scientifically Contrived Observation • The creation of an artificial environment to test a hypothesis www. assignmentpoint. com

Response Latency • Recording the decision time necessary to make a choice between two alternatives • It is presumed to indicate the strength of preference between alternatives. www. assignmentpoint. com

Content Analysis • Obtains data by observing and analyzing the content of advertisements, letters, articles, etc. • Deals with the study of the message itself • Measures the extent of emphasis or omission www. assignmentpoint. com

Mechanical Observation • • • Traffic Counters Web Traffic Scanners Peoplemeter Physiological Measures www. assignmentpoint. com

Monitoring Web Site Traffic • Hits and page views • Jupiter Media Metrics • Nielsen//Net. Ratings www. assignmentpoint. com

Physiological Reactions • • Eye tracking Pupilometer Psychogalvanometer Voice pitch www. assignmentpoint. com

Eye Tracking Monitors • Record how the subject actually reads or views an advertisement • Measure unconscious eye movements www. assignmentpoint. com

Pupilometer • This device observes and records changes in the diameter of the subject’s pupils. www. assignmentpoint. com

Psychogalvanometer • Measures galvanic skin response • Involuntary changes in the electrical resistance of the skin • Assumption: physiological changes accompany emotional reactions www. assignmentpoint. com

Voice Pitch Analysis • Measures emotional reactions through physiological changes in a person’s voice www. assignmentpoint. com