Business research methods_chapter09

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2006 The McGraw-Hill Companies, Inc., All Rights Reserved.McGraw-Hill/Irwin

9-1

Chapter 9Chapter 9

ObservationObservationStudiesStudies


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9-2

Learning Objectives

Understand . . .

when observation studies are most useful

distinctions between monitoringnonbehavioral and behavioral activities

strengths of the observation approach in

research design weaknesses of the observation approach in

research design


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9-3

Learning Objectives

Understand . . .

three perspectives from which the observer-

participant relationship may be viewed various designs of observation studies


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9-4

Exhibit 9-1 Observation

and the Research Process


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9-5

Exhibit 9-2 Selecting the

Data Collection Method


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9-6

Exhibit 9-3

Selecting an Observation

Data Collection Approach


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9-7

Research Design

How?

Where?

Task Details

What?

(event or time)

When?

Who?


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9-8

Exhibit 9-6 Content of

Observation

Factual Inferential

Introduction/identification of salesperson andcustomer.

Credibility of salesperson. Qualified status ofcustomer.

Time and day of week. Convenience for the customer. Welcoming attitude of the customer

Product presented. Customer interest in product.

Selling points presented per product. Customer acceptance of selling points of product.

Number of customer objections raised per product. Customer concerns about features and benefits.

Salespersons rebuttal of objection. Effectiveness of salespersons rebuttal attempts.

Salespersons attempt to restore controls. Effectiveness of salespersons control attempt.Consequences for customer who prefers interaction.

Length of interview. Customers/salespersons degree of enthusiasm for the interview.

Environmental factors interfering with the interview. Level of distraction for the customer.

Customer purchase decision. General evaluation of sale presentation skill.


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9-9

Data Collection

Watching

Listening

Touching

Smelling

Reading


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9-10

Using Observation

Systematic planning

Properly controlled

Consistently dependable

Accurate account of events


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9-11

Observation Classification

Behavioral

Nonverbal

Linguistic

Extralinguistic

Spatial

Nonbehavioral

Physical condition

analysis

Process analysis

Activity analysis

Record analysis


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9-12

Exhibit 9-3 Selecting an

Observation Data Collection

Approach


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9-13

Behavioral Observation

We noticed people

scraping the toppings off

our pizza crusts. We

thought at first there wassomething wrong, but they

said, We love it, we just

dont eat the crust

anymore.

Tom Santor, Donatos

Pizza


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9-15

Exhibit 9-5 Flowchart for

Checklist Design


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9-16

Mechanical/ Digital


Eye camera

Pupilometer

Devices

Audio recorder

Video camera

Galvanometer

Tachistoscope


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9-17

SizeUSA

Body Measurement System


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9-18

Portable People Meters


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9-19

Observer-Participant

Relationship

Direct or indirect

observation

Presence is known

or unknown

Observer involved or

not involved in events


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9-20

Extralinguistic Observation

Vocal

Temporal

Interaction

Verbal Stylistic


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9-21

Desired Characteristics for

Observers

Concentration

Detail-oriented

Unobtrusive

Experience level


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9-22

Errors Introduced by

Observers

Observer DriftHalo Effect


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9-23

Evaluation of


Strengths

Securing information that

is otherwise unavailable

Avoiding participantfiltering/ forgetting

Securing environmental

context

Optimizing naturalness Reducing obtrusiveness

Weaknesses

Enduring long periods

Incurring higher expenses

Having lower reliability ofinferences

Quantifying data

Keeping large records

Being limited onknowledge of cognitive

processes


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9-24

Exhibit 9-3 Selecting an

Observation Data Collection

Approach


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9-25

Wal-Mart Implements Use

of RFID labels


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9-26

Key Terms

Concealment

Event sampling

Halo effect

Observation

Direct

Extralinguistic

Indirect

Linguistic

Nonverbal

Participant Simple

Spatial

systematic


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Key Terms

Observation checklist

Observer drift

Physical conditionanalysis

Physical trace

Process (activity)analysis

Reactivity response

Record analysis

Spatial Relationships

Time sampling

Unobtrusive measures

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