Observation is recording the behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest. The observer does not question or communicate with the people being observed. Information may be gathered as the events occur or from records of past events. These observations can be done in person or mechanically and can be very effective for gathering primary data. You might have observed in malls and shopping centers a store owner may videotape a section on their store or a point of purchase display and study people’s reactions or attention to the display. These observations can be used for trends and areas of improvement to increase sales and thus profit. Now who does not want that!! Another example could be in Service Stations-Pose as a customer, go to a service station and observe.
FIVE METHODS TO CONSIDER FOR AN OBSERVATION STUDY
1) Natural vs. Contrived Observation: Completing your study in a natural setting is observing your subject in their “real life” environment. This can be time-consuming but will likely produce the best results because there is no interference with the subject’s behavior. On the other hand, a contrived setting is one which the observer has created the setting for the research to take place. This can produce results for your study faster but they may not be as valid because the setting is unnatural and may alter the behavior of the subject.
2) Disguised vs. Non-disguised Observation: A disguised observation is when the subject does not know they are being observed. Similar to a natural setting, the advantage is you observe the subject acting naturally. Disguise may be accomplished by using one-way mirrors, hidden cameras etc. A non-disguised study is when the subject knows they are being observed. One benefit of this technique is you may be able to get a follow-up interview with the subject to get further information on the observations for a deeper understanding.
3) Structured vs. Non-structured Observation: Structured observation the researcher clearly defines the behavior to be observed and methods by which they will be measured. Non-structured studies focus on capturing everything that occurs. Includes all relevant phenomenon without specifying the details in advance.
4) Direct vs. Indirect Observation: Direct is observing an actual event or behavior for the study. If one was to study how much coffee is purchased from the college cafeteria a direct study would count how many people buy a coffee. Indirect observation involves studying the result of a particular occurrence. Indirect would count how many coffee cups are in the garbage cans around the campus.
5) Human vs. Mechanical Observation: As previously mentioned, human observation is when a person does the observing. Mechanical is when machines or cameras do the observing then researchers analyze the results. Video cameras are frequently used and are very effective.
OBSERVATIONAL TECHNIQUES IN MARKETING RESEARCH
- Mechanical observation: a) Voice pitch meters: measures emotional reactions. b) Electronic checkout scanners: records purchase behavior. c) Eye-tracking analysis: while subjects watch the advertisement.
- Personal observation: Determining the socio-economic status of shoppers, Designing store layout.
- Audits: Researcher collects data by examining physical records or performing inventory analysis like shelf space audits.
- Trace Analysis: A) credit card records B) Garbology – looking for traces of purchase patterns in garbage.
- Content analysis: Observe the content of magazines, television broadcasts, radio broadcasts, or newspapers, either articles, programs, or advertisements.
Reference:
http://observation360.blogspot.in/
http://www.managementstudyguide.com/observation_method.htm
https://en.wikipedia.or0g/wiki/Observational_techniques
Textbook – Marketing Research An applied Orientation by Naresh K. Malhotra, Satyabhusan Dash.
Market Research 