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Watching what people do The information must be observable Helpful conditions: ◦ the behavior is repetitive and of short duration Marketing Research 5/24/2017 1 Direct Versus Indirect • Physical trace Disguised Versus Undisguised • A.K.A. visible vs. invisible • Generally disguised is okay in public place (clothing store) but not okay in private place (dressing room) Structured Versus Unstructured Human Versus Mechanical Marketing Research 5/24/2017 2 Measures TV and radio audiences Nielsen (TV) diary, panel, People Meter ◦ Arbitron (Radio) diary, Portable People meter Marketing Research 5/24/2017 3 One Way Mirror Observations Observing a group discussion as it unfolds Shopper Patterns and Behavior Tracing the flow of shoppers through the store Content Analysis Analysis of written material for insights into strategy Marketing Research 5/24/2017 4 5/24/2017 Marketing Research 5 5/24/2017 Marketing Research 6 5/24/2017 Marketing Research 7 5/24/2017 Marketing Research 8 5/24/2017 Marketing Research 9 5/24/2017 Marketing Research 10 “Immersion” The researcher becomes part of the group Audits Examination and verification of product sale • retail audits: sale to final customer • wholesale audit: warehouses to retailers Marketing Research 5/24/2017 11 Traffic Counters • Time and flow in retail stores Behavior Measurement • People Reader: reading habits Physiological Measurement • EEG: electroencephalogram • GSR: galvanic skin response • Pupilometer: pupil dilation Marketing Research 5/24/2017 12 Marketing Research 5/24/2017 13 Scanner Based • Store scanners read the UPC codes on products and produce instantaneous information on sales Marketing Research 5/24/2017 14 Two different approaches to Marketing Research Behaviorists (scanner researchers) • Focused on what consumers DO • quantitative, mathematical modelers, statisticians Attitudinal Researchers • Focused on what consumer THINK • feelings, attitudes & thoughts • Scanner data too sterile Marketing Research 5/24/2017 15 Advantages: ◦ We see what people actually do ◦ May avoid interviewer bias ◦ Minimizes demand effects, social desirability bias ◦ Accesses info respondents can’t remember accurately Disadvantages: ◦ No information on motives ◦ Time-consuming and expensive Marketing Research 5/24/2017 16 Marketing Research 5/24/2017 17