Observational and Ethnographic Research: Techniques, Advantages, and Disadvantages, Quizzes of Marketing Research

Download Observational and Ethnographic Research: Techniques, Advantages, and Disadvantages and more Quizzes Marketing Research in PDF only on Docsity! TERM 1 Observation Research DEFINITION 1 Systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved TERM 2 Advantages of Observational Research DEFINITION 2 Detailed behavioral dataDoesnt rely on how subjects answering a questionQuickly and accurately TERM 3 Disadvantages of Observational Research DEFINITION 3 No data on motivation, attitudes, intention, feelingProjection into the futureTime consuming TERM 4 When to Apply Observational Research DEFINITION 4 Apply in situations that are observable, recordable (repetitive, frequent, predictable), and have a short duration TERM 5 What can be observed in a grocery store setting? DEFINITION 5 Customer Who were at the scene What products did they buy Who made the decision How long did they spend Where did they pick the productsStore environment Price Shelf allocation for different products Customer ServiceProducts Packaging, size, TERM 6 Natural Research DEFINITION 6 Example: Counting how many people use the drive-in window at a particular bank during certain hoursObserver plays no role in the behavior of interest and those being observed have no idea they are being watched TERM 7 Open Research DEFINITION 7 Process of monitoring people who know they are being watched TERM 8 Machine Observers DEFINITION 8 Sometimes used because they can do it more cheaply, accurately, and readily.Example: Traffic counting devices are more accurate than human observers TERM 9 Human Observation Types DEFINITION 9 Ethnographic researchMystery shoppersOne way mirror TERM 10 Ethnographic Research DEFINITION 10 Studying of human behavior in its natural context, involving observation of behavior and physical setting TERM 21 Galvanic Skin Responses DEFINITION 21 Change in the electric resistance of the skin associated with activation responses; also called electrode response TERM 22 Eye Tracking DEFINITION 22 PC-connected camera that measures the rapid motion of viewers' eyes TERM 23 Facial Action Coding Services (FACS) DEFINITION 23 Way to measure initial reactions based on the 43 muscle movements responsible for all human facial expressions TERM 24 People Reader DEFINITION 24 Machine that simultaneously records the respondents reading material and eye reactions TERM 25 Portable People Meter DEFINITION 25 Device worn by people that measures the radio and TV programming to which the participant was exposed during the day TERM 26 BehaviorScan DEFINITION 26 Scanner-based research system that can manipulate the marketing mix for household panels in geographically dispersed arket and then electronically track consumer purchases TERM 27 InfoScan Custom Store Tracking DEFINITION 27 Scanner-based data system that colelcts information on consumer packaged goods TERM 28 Predictive Customer Intelligence DEFINITION 28 Modeling surfing patterns along with demographic and psychographic data to predict consumer behavior