...Chapter 8 Verónica Rosendo Ríos © Observation Business Research Methods Verónica Rosendo Ríos Enrique Pérez del Campo Marketing Research CHAPTER 8. Observation “Never trust to general impressions, my boy, but concentrate yourself upon details.” Verónica Rosendo Ríos © Sir Arthur Conan Doyle “I believe in evidence. I believe in observation, measurement, and reasoning, confirmed by independent observers. I'll believe anything, no matter how wild and ridiculous, if there is evidence for it. The wilder and more ridiculous something is, however, the firmer and more solid the evidence will have to be. ” 1-2 ISAAC ASIMOV Marketing Research CHAPTER 8. Observation CONTENTS General concepts and characteristics Observation types Observation applications Pseudo-purchase Verónica Rosendo Ríos © 1-3 Marketing Research CHAPTER 8. Observation • OBSERVATION: Verónica Rosendo Ríos © “Tools researchers can use to collect primary data about human behavior and marketing phenomena, regardless of the research design, whether exploratory, descriptive or causal” Hair et al. 2006 1-4 Marketing Research CHAPTER 8. Observation Verónica Rosendo Ríos © • Advantages of observation: • They allow measurement of actual behavior rather than reports of intended or preferred behavior. • There is no reporting bias, and potential bias caused by the interviewer and the interviewing process is eliminated or reduced...
Words: 1550 - Pages: 7
...Descriptive research methods are pretty much as they sound — they describe situations. They do not make accurate predictions, and they do not determine cause and effect. There are three main types of descriptive methods: observational methods, case-study methods and survey methods. This article will briefly describe each of these methods, their advantages, and their drawbacks. This may help you better understand research findings, whether reported in the mainstream media, or when reading a research study on your own. ~Observational Method With the observational method (sometimes referred to as field observation) animal and human behavior is closely observed. There are two main categories of the observational method — naturalistic observation and laboratory observation. The biggest advantage of the naturalistic method of research is that researchers view participants in their natural environments. This leads to greater ecological validity than laboratory observation, proponents say. Ecological validity refers to the extent to which research can be used in real-life situations. Proponents of laboratory observation often suggest that due to more control in the laboratory, the results found when using laboratory observation are more meaningful than those obtained with naturalistic observation. Laboratory observations are usually less time-consuming and cheaper than naturalistic observations. Of course, both naturalistic and laboratory observation are important...
Words: 610 - Pages: 3
...A sociologist, when using an observation will have to consider what type of observation to use. A participant observation involves the observer interacting with the group they are observing; whereas or may even observe them over CTV cameras or other devices. As well in a non-participant observation the observer does not interact with the group being observed at all, as this a sociologist could consider whether to use a covert or overt approach; both methods have their strengths and weaknesses so the sociologist must consider carefully which route to take before conducting the study. An overt observation is where the group being observed is fully aware that they are being studied; however in a covert observation the research group is unaware that they are being studied. One practical issue with using an overt observation is gaining access to particular research groups. For example, if the group the observer wishes to study is involved in illegal activities or is some sort of gang, i.e. football hooligans, then they may refuse to be studied if asked. Therefore in a situation where the research group would be likely to refuse being observed then a covert observation would be more practical as they wouldn’t be aware that they are being observed. One practical issue surrounding a covert observation is withdrawing from the study. This could be considered a dangerous or difficult manoeuvre for the sociologist; as if the research group is some gang or group involved in illegal activities...
Words: 1427 - Pages: 6
...no make-up • Laboratory: 25% • Final Exam: 20% • Homework: Encouraged but not mandatory • Problem Set: Provides but not mandatory • Final withdrawal day: Nov. 10th, 2014 Introductory Chemistry 4 Lab Report/Grade Guideline • Pre-lab write-up (30%): Complete before lab starts, will be checked and signed for completeness – – – – Title/Date Aim/Purpose Introduction Procedures • Lab Performance and Quality of data (25%): will be checked and signed when leaving lab – Observations – Collect and record data • Post-lab (40%) – Result (Calculations, Graphs, Interpretations etc), – Discussions/Conclusions – Post-lab questions if any • Overall Report Neatness (5%) • Report due one week after the completion of experiment for full credit; after two weeks, no report will be accepted, and no credit will be given; between one week and two weeks, there will be 20% penalty. Introductory Chemistry 5 Lab Report Format 1. Title 2. Date 3. Aim/Purpose 4. Introduction 5. Step-by-step Procedures 6. Observations 7. Collected and recorded data 8. Result (Calculations, Graphs, Interpretations etc), 9. Discussions 10. Conclusions 11. Post-lab questions if any Introductory Chemistry 6...
Words: 2071 - Pages: 9
...is research method? Research method is defined as “the term method in the entire research process or project can be considered as tool or technique which help researcher obtain, collect and analyze data or different types of information” Saundra et al. (2003). Research methods are used by all students, teachers, and professionals in every aspect . There are several different methodsto use when conducting research in which data to be collected when doing research. The most effective methods used are by observation, interviews and questionnaires. According to Saunders et al. (2003), there are two types of observation and each of them is responsible for collecting different types of data. The first observation type is participant observation which is primarily employed to acquire qualitative data and focus much of effort on identifying the particular meaning behind each action and behavior. Compared with participant observation, the other types of observation is are structured observation which is quantitative-based and concentrates more on the frequency of each action and behavior. In this observation phase, however, the researcher was using structured observation in terms of data collection. Gill and Johnson (1997) mentioned that participant observation requires researcher to fully participate into the life and environment of their targeteding group and activities, not just simply to observe it but try to feel it. Interview is the second research method that used in...
Words: 590 - Pages: 3
...The scientific method is a convenient way of making observations, collecting data, making decisions, and interpreting outcomes. Psychologists from all around the world use the scientific method to help manage their research. Psychologists make use of the scientific method because they need to be able to describe, explain, and predict mental processes or behaviors. Within the scientific method are hypotheses, variables, results, and conclusions. A hypothesis is a prediction that will be tested in an experiment; researchers and psychologists always start off with this. An example of a hypothesis is if a student skips class on Monday, Wednesday, and Friday, their grades will drop down. This example can be falsifiable because the student’s skipping...
Words: 810 - Pages: 4
...on HumanResources.Hrvinet.com website. The list includes direct observation, work methods analysis, critical incident technique, interview method, position analysis questionnaire, functional job analysis, work profiling system, MOSAIC model, common metric questionnaire, Fleishman job analysis systems, task inventory, job element method, diary method, checklist and rating scales, competency profiling, examining manual/reference materials, technical conference and threshold traits analysis system. Of these different options, I would choose to use a combination of the direct observation and the functional job analysis. “Direct observation enables the trained job analyst to obtain first-hand knowledge and information about the job being analyzed.” (Job-analysis.net) This method is best suited for jobs that have the following work behaviors: involve some degree of movement; that have task that are short in duration; and in which the observer can learn information about the job through observation. The biggest advantage of observation is that the analyst is able to get first-hand knowledge about the job, unlike with other methods such as interview or questionnaire in which these only allow the analyst to indirectly obtain the knowledge. Also, with observation you are able to see and experience the work environment, tools and equipment used, and the complexity of the job. Of course the disadvantage to observation is if the person being observed knows that they are being watched...
Words: 473 - Pages: 2
...Social Science Research Within the disciplines of sociological and cultural anthropology, research methods have similarities and differences based on philosophical roots that determine how a researcher will interact with study subjects to produce data or aesthetic judgments for an holistic understanding of individual or societal behavior. To what degree researchers will interact with participants is determined in two approaches that either promotes positivism or constructivist viewpoints. Positivism, according to Williamson (2006), considered as the investigation of human and social phenomena by observable and measureable methods, produces quantitative and reproducible data. In the viewpoint of positivism, data is obtained from the contextual origin and knowledge is determined as an external reality, one that is not integrated with the contextual milieu or qualitative variances (Williamson, 2006). According to Nomalungelo (2012), the positivist viewpoint is aligned with traditional western-based science, limiting in its integration of research with other qualitative approaches, paradigms and world views. Conversely, constructivism, as described by Nomalungelo (2012), is knowledge produced from intersection of human interaction and social processes, resulting in dynamic development of qualitative knowledge as the viewer creates varying interpretations from a continuously shifting, contextual social reality. Therefore, the discovery of new meanings and realities are reached...
Words: 1852 - Pages: 8
...Material Appendix B Complete the following chart. The first column shows the name of a research method used in psychology. In the second column, write a brief description of that research method. In the third column, provide a situation when this method could be applied. |Research Method |Description |Application | |Scientific method |The body of techniques for investigating phenomena, acquiring |Scientific method is used to compare the | | |new knowledge, or correcting and integrating previous |strongest brand of paper towel by absorbing | | |knowledge. To be termed scientific, a method of inquiry must |water on two different bands of paper towels | | |be based on gathering observable, empirical and measurable |to compare the different type of paper | | |evidence subject to specific principles of reasoning. A |towels. The hypothesis is formed by examining| | |scientific method consists of the collection of data through |the observations carful and makes an educated| | |observation and experimentation, and the formulation and |guess as to what the outcome might be. | ...
Words: 709 - Pages: 3
...provide access to computer equipment in schools? Do teachers hold favorable attitudes toward using computers in schools? What have been the reactions of school administrators to technological innovations in teaching? Using descriptive research methodologies with the educational setting may be advantageous for several reasons. Educational research and experiences may contain many variables that cannot be realistically controlled, educational research may require observations of life experiences, and data collection may be spread over a large number of people over a large geographic area. Descriptive research may be used most effectively within the educational setting because educational research experiences cannot be as realistically controlled as laboratory experiments. In contrast to laboratory experiences, descriptive research is valuable because it allows for the human element of research. Four of the most common ways to collect information for descriptive research include surveys, interviews, observations, and portfolios. These may be used singly or in various combinations depending on the research question to be addressed. Used...
Words: 1514 - Pages: 7
...Participant Observation At this stage, we choose one of the field word methods which is the Participant Observation and focus on examining it. We will explain what Participant Observation is about. For example, where does it originated from, what is the aim of applying this field work method, the roles of the researcher using Participant Observation as their field work method, the ways to conduct Participant Observation, the difficulties or concerns while applying this field work method may encounter and other information related. First of all, Participant Observation is the most common field work method that applied by researchers. It is also the most effective and efficient way to get all the information that the researchers want. By the term Participant Observation, it means that the researcher needs to immerse himself or herself in a new culture. He or she participates in people’s daily lives, speaks their language, observes their behavior and customs then records what he or she sees and hears. Though observation, anthropologists can collect data for meaningful analysis. Participant Observation is the field work that anthropologists conduct in their research sites. Most anthropological field work takes a year or more although applied anthropologists usually conduct their field work within a couple of months or less. Participant Observation is the field work that anthropologists conduct in their research sites. It is the most important strategy to collect...
Words: 1032 - Pages: 5
...GE253_V6.0:Physics>Week 1>Assignment>Assignment The scientific method is a process to systematically investigate observations, solve problems and test hypotheses. 1. The first step to scientific method is to state the problem. It is important to clearly state what your problem is to avoid any confusion later in the scientific method. 2. The second step to scientific method is making observations about the problem. The scientific method consists of a series of steps used by scientists to conduct experiments. The word observation has two meanings in scientific method, first there the scientists observation of the world as it leads to the hypothetical theory (a theory that lacks merit) This is the first step of scientific method and can be presented in two ways either as a natural observation or a staged one, Second in the collection of data in a experiment using the scientific method there are two observations ,Qualitive and Quantive. The third step to scientific method is the hypothesis (a proposed explanation for a phenomenon) for a hypothesis to be scientific hypothesis; the scientific method requires that one can test it. 4. The fourth step to scientific method is the experiment to test an hypothesis. The experiment must be unbiased in nature meaning that scientists cannot create an experiment that will favor the outcome that they predicted in their hypothesis 5. The fifth and final step in scientific method is to draw a conclusion. Scientists draw conclusions by examining...
Words: 562 - Pages: 3
...Financial Modelling and Forecasting Lecture 1 Introduction and Descriptive Statistics The need for forecasts A forecast helps deal with an uncertain future by making decisions today No single forecasting method will lead to an accurate forecast. Forecasts can be wrong! “What’s the point of forecasting?” A business requires predictions as inputs E.g., Inventory, Personnel, Ordering, Production planning. Governments require forecasts to guide monetary and fiscal policy Lecture 1 2 Lecture 1 1 Forecasting Considerations Application to Finance A sensible forecast allows proactive decisions to be made today Without it, management decisions are reactive. Need to ensure sales forecasts can actually be satisfied Eliminate bias Sometimes forecasting can be too difficult Correct model selection is an important factor Financial management decisions are often classified into Investment and Financing The investment decision relates to the analysis and selection of ‘good’ assets One critical input the CFO must consider are the future sales of a new project Financial analysts value a business by forecasting the future cash flows of the entire firm Lecture 1 4 The entire firm is a just collection of assets Not all relationships are linear Lecture 1 3 Quantitative Forecasting Example Forecasts can be classified as quantitative or qualitative. Quantitative forecasting...
Words: 1730 - Pages: 7
...Issues in behavioral Science Jan.3, 2013 Research Methods Sociology and Cultural anthropology both rely on data to analyze their research. Their investigational approaches differ in many ways. This paper will explore the research methods used in sociology and the research methods used in cultural anthropology and also discuss the philosophical justification for these research methods. Sociology explores an individual’s behavior and how those behaviors are shaped and affected by the societies they take part in. Sociologist use research methods such as participant observation and surveys to collect their data. In participant observation the researcher spends an extended amount of time in the research location, this is also known as field work (sociology.com, 2013). While at the location the researcher’s gathers information while directly interacting with the participants being observed. They immerse themselves into the culture to better understand the participants being studied. Surveys are another method used for social research. Surveys can gather a large amount of information from various types of sources to research a certain subject. Surveys can come in the form of questions or interviews. The ability of a survey to gather information, quickly, and without manipulation to the subject makes it philosophically justified. Today’s internet technology helps surveys...
Words: 808 - Pages: 4
...participant observation in their research. (16 marks) A participant observation refers to when the researcher joins in with group he or she is studying. This method is usually favoured by interpretivists as they can understand the meaning behind the behaviour of the group they observe. By putting themselves in the shoes of the participants they can understand why people act in certain ways. This could be particularly helpful in understanding behaviour which is very removed from our normal lives, for example gang behaviour. There are two types of observation, covert and overt. In a covert observation the participants do not know you are observing them for research. In overt observations the participants do. An advantage of participant observations is that they are valid. What people say they do in a questionnaire and what they actually do in real life are not always same thing. By contrast, by observing people we can obtain rich qualitative data that provides a picture of how they really live. Supporters of participant observation such as interpretivists argue that this is the methods main strength and most of its other advantages are linked to this. However a disadvantage of participant observation is practical issues. For example it is very time consuming because it can take years. The researcher also needs to be trained so they are able to recognise aspects of the situation which are sociologically significant and worth further attention. Participant observations can be very...
Words: 751 - Pages: 4
