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04/20/23Marketing Research 1
Watching what people do
The information must be observable
Helpful conditions:
◦ the behavior is repetitive and of short duration
Need estimates of prevalence?
Objective answers by
asking?
Yes
Yes
SURVEY
Good
Poor EXPLORATORY or SECONDARY RESEARCH
OBSERVATIONALRESEARCH
FOCUS GROUPS
Understanding of problem
Overview of Research Methods
No No
Natural versus Contrived
• Physical trace
Open versus Disguised
• 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
Mechanical versus Human (Ethnographic)
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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
04/20/23Marketing Research 11
04/20/23Marketing Research 12
Store traffic
◦ How many people enter store,
◦ When? (rate)
Scanner Based
• Store scanners read the UPC codes on
products and produce instantaneous
information on sales
People Meter
Measures TV and radio audiences
Nielsen (TV)
diary, panel, People Meter
◦ Arbitron (Radio)
diary, Portable People meter
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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
04/20/23Marketing Research 15
Two different approaches to Marketing Research
Attitudinal Researchers
• Focused on what consumer THINK
• feelings, attitudes & thoughts
Behaviorists (scanner researchers)
• Focused on what consumers DO
• quantitative, mathematical modelers, statisticians
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
04/20/23Marketing Research 16
04/20/23Marketing Research 17