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Performance

In: Computers and Technology

Submitted By johnaustinkimo
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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. ”
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ISAAC ASIMOV
Marketing Research

CHAPTER 8. Observation
CONTENTS
General concepts and characteristics
Observation types
Observation applications
Pseudo-purchase

Verónica Rosendo Ríos ©






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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

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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, because there is no communication. • Certain types of data can only be collected by observation, for example information on preference of babies for toys can only be assessed by observing babies at play.
• Besides, if the observed phenomenon occurs frequently, observational methods can be cheaper than survey methods. 1-5

Marketing Research

CHAPTER 8. Observation

Verónica...

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