Observational techniques





In marketing and the social sciences, observational research (or field
research) is a social research technique that involves the direct
observation of phenomena in their natural setting. This differentiates it
from experimental research in which a quasi-artificial environment is
created to control for spurious factors, and where at least one of the
variables is manipulated as part of the experiment.

Observational techniques in context

Compared with quantitative research and experimental research, observational
research tends to be less reliable but more valid. The main advantage of
observational research is flexibility. The researchers can change their
approach as needed. Also it measures behaviour directly, not reports of
behaviour or intensions. The main disadvantage is it is limited to
behavioural variables. It cannot be used to study cognitive or affective
variables. Another disadvantage is that observational data is not usually
generalizable.

Three Approaches

Generally, there are three types of observational research:

   * Covert observational research - The researchers do not identify
     themselves. Either they mix in with the subjects undetected, or they
     observe from a distance. The advantages of this approach are: 1) It is
     not necessary to get the subjectsÕ cooperation, and 2) The subjectsÕ
     behaviour will not be contaminated by the presence of the researcher.
     Some researchers have ethical misgivings with the deceit involved in
     this approach.
   * Overt observational research - The researchers identify themselves as
     researchers and explain the purpose of their observations. The problem
     with this approach is subjects tend to modify their behaviour when they
     know they are being watched. They portray their Òideal selfÓ rather
     than their true self.
   * Researcher Participation - The researcher participates in what they are
     observing so as to get a finer appreciation of the phenomena.
     Researchers that participate tend to lose their objectivity.

In Marketing Research

In marketing research, the most frequently used types of observational
techniques are:

   * Personal observation
        o observing products in use to detect usage patterns and problems
        o observing license plates in store parking lots
        o determining the socio-economic status of shoppers
        o determining the level of package scrutiny
        o determining the time it takes to make a purchase decision
   * Mechanical observation
        o eye-tracking analysis while subjects watch advertisements
             + oculometers - what the subject is looking at
             + pupilometers - how interested is the viewer
        o electronic checkout scanners - records purchase behaviour
        o on-site cameras in stores
        o Nielsen box for tracking television station watching
        o voice pitch meters - measures emotional reactions
        o psychogalvanometer - measures galvanic skin response
   * Audits
        o retail audits to determine the quality of service in stores
        o inventory audits to determine product acceptance
        o shelf space audits
   * Trace Analysis
        o credit card records
        o computer cookie records
        o garbology - looking for traces of purchase patterns in garbage
        o detecting store traffic patterns by observing the wear in the
          floor (long term) or the dirt on the floor (short term)
        o exposure to advertisements
   * Content analysis
        o observe the content of magazines, television broadcasts, radio
          broadcasts, or newspapers, either articles, programs, or
          advertisements