Download Basic Choices Among Methods for Collecting

Basic Choices Among Methods
for Collecting Observational
Data
Degree of Structure
Structured
Unstructured
Degree of Disguise
Undisguised
Disguised
Observation
Setting
Method of Administration
Natural
Contrived
Human
Electrical/Mechanical
Decision #1: Degree of Structure
Structured Observation
The problem has been defined precisely enough so that
the behaviors that will be observed can be specified
beforehand, as can the categories that will be used to
record and analyze the situation.
Unstructured Observation
The problem has not been specifically defined, so a great
deal of flexibility is allowed the observers in terms of what
they note and record.
Decision #2: Degree of Disguise
•Undisguised Observation
The subjects are aware that they are being
observed
•Disguised Observation
The subjects are not aware that they are
being observed
Decision #3: Setting
•Natural Setting
Subjects are observed in the environment
where the behavior normally takes place.
•Contrived Setting
Subjects are observed in an environment that
has been specially designed for recording
their behavior.
Decision #4: Method of
Administration
•Human Observation
Individuals are trained to systematically observe a
phenomenon and to record on the observational
form the specific events that take place.
•Electrical/Mechanical Observation
An electrical or mechanical device observes a
phenomenon and records the events that take
place.
Galvanometer
A device used to measure the emotion induced
by exposure to a particular stimulus by
recording changes in the electrical resistance
of the skin associated with the minute degree of
sweating that accompanies emotional arousal; in
marketing research, the stimulus is often specific
advertising copy.
Measures involuntary responses (not under an
individual’s control).
Eye Camera
A device used by researchers to study a subject’s
eye movements while he or she is reading
advertising copy.
Now being used to track eye levels in retail
settings.
Response Latency
The amount of time a respondent deliberates
before answering a question.
Voice-Pitch Analysis
Analysis that examines changes in the relative
frequency of the human voice that accompany
emotional arousal.