Download Document

Collecting Information by
Observation
Chapter 11
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
SLIDE 11-1
Structured vs. Unstructured Observation
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.
SLIDE 11-2
Disguised vs. Undisguised Observation
Undisguised Observation
The subjects are aware that they are being observed
Disguised Observation
The subjects are not aware that they are being observed
SLIDE 11-3
Natural vs. Contrived Setting for
Observation
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
SLIDE 11-4
Human vs. Electrical/Mechanical
Observation
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.
SLIDE 11-5
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.
SLIDE 11-6
Eye Camera
A device used by researchers to study a subject’s
eye movements while he or she is reading
advertising copy.
SLIDE 11-7
Response Latency
The amount of time a respondent deliberates
before answering a question.
SLIDE 11-8
Voice-Pitch Analysis
Analysis that examines changes in the relative
frequency of the human voice that accompany
emotional arousal.
SLIDE 11-9