Business

Research Methods

William G. Zikmund

Chapter 11:
Observation Methods
YOU SEE, BUT YOU
DO NOT OBSERVE.

Sherlock Holmes
Scientific Observation Is
Systematic
What Can Be Observed?
Physical actions
Verbal behavior
Expressive behavior
Spatial relations and locations
Temporal patterns
Verbal and pictorial records
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
What Can Be Observed
Phenomena Example
Spatial relations How close visitors at an
and locations 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 Bar codes on product packages
Records

What Can Be Observed
Categories of Observation
Human versus mechanical
Visible versus hidden
Direct
Contrived
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
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
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
Observation of Physical Objects
Physical-trace evidence
Wear and tear of a book indicates how
often it has been read
Scientifically Contrived
Observation
The creation of an artificial environment to
test a hypothesis
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.
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
Mechanical Observation
Traffic Counters
Web Traffic
Scanners
Peoplemeter
Physiological
Measures
Monitoring Web Site Traffic
Hits and page views
Jupiter Media Metrics
Nielsen//NetRatings
Physiological Reactions
Eye tracking
Pupilometer
Psychogalvanometer
Voice pitch
Eye Tracking Monitors
Record how the subject actually reads or
views an advertisement
Measure unconscious eye movements
Pupilometer
This device observes and records changes in
the diameter of the subjects pupils.
Psychogalvanometer
Measures galvanic skin response
Involuntary changes in the electrical
resistance of the skin
Assumption: physiological changes
accompany emotional reactions
Voice Pitch Analysis
Measures emotional reactions through
physiological changes in a persons voice