Data collection methods: Observation

 

The authors contend that when developing new products and services usability research (mirroring real world behaviour) provides more reliable and helpful findings than more traditional approaches. The ...

This article describes the methodology of a purchase behavior observation study, known but little used in Latin American countries, and its applications that helped to categorize management decisions ...

Siamack Salari, an enthographic researcher, describes a research technique which observes the behaviour of children and teenagers. 'Partitioning' is a behaviour pattern where people will, for instanc ...

The authors were filming in two UK homes on 11th September. Mum number one had been on a relatively successful diet, but stopped trying to lose weight for the rest of the afternoon and raided the fr ...

Siamack Salari, an observational researcher, talks about the time when he was a 'resident expert' on a TV series called 'Shop 'til you drop', in which he filmed people shopping and then offered interp ...

This paper cautions against rushing toward new data collection technologies and instead urges an assessment where and when they are appropriate. Only a small amount of primary research on this has bee ...

This paper looks at the human side of the arrival of new information technology. The authors argue that the market research industry should now explain to the outside world how it is making sense of 2 ...

This paper presents the findings from a study of 184 professionals from American and multi-national research agencies. The study focuses on the organizational characteristics of the agencies and the d ...

Argues that marketers are increasingly feeling a need to observe and interact directly with consumers, in ways which may seem to bypass market research. Reasons for this trend: speed of change, the ne ...

Argues, with illustrations, that shoppers rarely behave in a real store the same way as they do in a laboratory test. The only safe way to test in-store packaging and promotional materials is to do so ...

Consumers have historically stated via direct questioning methods that they experienced no difficulty when shopping for photographic film, yet observation of consumers at the point-of-purchase indicat ...

Describes a qualitative research project by Toyota to understand the Hispanic market, it lifestyle, beliefs and attitudes relating to cars, etc. Methods included: video interviews, photo journals, obs ...

Discusses in-store promotion and how research can help to improve it. Qualitative and video ethnographic methods are used, in which the store is treated as a medium. Example: Dynamic Messaging (in whi ...

As a contribution to the growing discussion of ethnographic and observational approaches in market research, this paper takes up the issue of tactical decision making in implementing these projects. C ...

The practice of marketing research is moving towards an emphasis on consumer behaviour as compared to consumer attitudes, impressions, needs, wants, and so forth. This paper discusses problems with ty ...

Many information technology companies use marketing research as a reality check during product design and testing: research is used to evaluate the products, ascertain user/customer judgments, and the ...

Second of two articles based on an in-store observational study by the ARF's Children's Research Council (see Rust, July/August 1993, no. 6546). Earlier article discussed methods and design: this focu ...

A qualitative observational study of children shopping with their parents. 200 observation records were analysed by Grounded Theory Development (Glaser and Strauss 1967), a process of systematic testi ...

As qualitative methods such as participant observation gain popularity, researchers become increasingly concerned with the veracity of findings. This paper discusses the empirical concerns for the ass ...

The paper discusses the social science and observation methods that can be used to capture the emotional experience of consumers, taking account of both conscious and subconscious elements. Observatio ...

The author emphasises that though researchers tend to concentrate on verbal methods of data collection via words and numbers, the bulk of communications are non verbal and that greater use of observat ...

The paper provides an overview of the development of observational methodology in marketing research and suggests some directions for the future. It examines, for example, the technology that is now a ...

Symbolic meaning tends to be discussed in terms of consumer goods but this paper looks at such meaning in the context of locations, specifically the Australian public drinking house (pub). Findings su ...

The paper explores the impact of globalisation and of local interpretation on consumption within Australian Hip Hop culture. Data was collected both by participant observation and semi-structured inte ...

Basing their findings on a two-year participant observation study of a UK tourism marketing organisation, the authors suggest that existing web design approaches such as hierarchy charts and storyboar ...

Telethnography is a new consumer research method that looks at the choices people make in the context of TV shows. A recent study incorporated the method on actual and fictional cell phone users (in p ...

The paper suggests that ethnography offers a superior alternative to traditional research since it avoids the vulnerabilities of memory. It can help ensure that marketing strategies and sales messages ...

The paper aims to provide guidance on the formalised computer-based analysis of qualitative data and observations, to raise awareness about systematic analysis and to suggest possibilities for the use ...

The author suggests that though academic consumer researchers strive to understand and predict consumer behaviour, their methods (often obtrusive) lack external validity. Actual behaviour, as opposed ...

Presents an assessment of marketing practices among African and Caribbean small businesses in London – findings reveal patchy application of an adapted market orientation framework and suggests inform ...