Deck 10: Collecting Data by Observation

Question 1

What are some of the available types of mechanical observation

Answer 1

Mechanical observation:
It is a process of recording and observing the respondents by using mechanical devices. For example: if a researcher records the number of customers entering a shop in a day by using a video camera, then it is termed as mechanical observation.
There are several types of mechanical devices which can be used for recording data of observations. The various types of devices which can be used for recording data are listed below:
1. Scanners: In the marketing research, the bar-code scanner is basically used to record the price and the product category of a product when a product is sold. It is most important part of the mechanical observation, which is useful for the retailers and manufacturers to understand the selling of the products.
2. Eye cameras: The eye camera is used to study eye moments while a subject read the promotion copy. The eye-tracking device is used to study eye moments of online (Internet) users, the resultant analysis indicates the awareness measures on the banner ads. The two main aspects of the eye-moments are "where the eye is focused" and pupil dilation.
3. Galvanometers: In the marketing research, the galvanometer is basically used to measure the reflectivity of experience of a particular excitement by recording in the changing in the electrical resistance by seeing or hearing an ad. So a researcher can use galvanometer to observe emotions of new ad which cannot be controlled by an individual.
4. Video recorders
5. Video cameras
6. Tape recorders

Question 2

Discuss the advantages and disadvantages of using electrical/mechanical methods of data collection versus using human observers. What criteria should the researcher consider when deciding which method to use for a particular project

Answer 2

The two methods for data collection are as follows:
1. The method of data collection in which mechanical or electrical devices are used to observe the required unit to be observed.2. Collecting the data using human observers.
The advantages of electronic/mechanical methods are as follows:
1. Units cannot hide their intentions.
2. Reactions which are not possible for humans can be observed.3. Free from observer bias.
The disadvantages of electronic/mechanical methods are as follows:
1. These methods disturb the units.
2. Most of the methods need an artificial setting.
3. It hard to focus on particular unit if needed.The advantages of human observer method are as follows:
1. It is totally normal in nature.2. The information which can improve the validity of the observation can be added by the observer.
The disadvantages of human observer method are as follows:
1. It is not free from observer bias which may lead to wrong results.
2. Comparatively tougher than electronic/mechanical methods for data analysis.

Question 3

The Metal Product Division of Miracle Ltd. devised a special metal container to store plastic garbage bags. Plastic bags pose household problems as they give off unpleasant odors, look disorderly, and provide a breeding place for insects. The container overcomes these problems as it has a bag-support apparatus that holds the bag open for filling and seals the bag when the lid is closed. In addition, there is enough storage area for at least four full bags. The product is priced at $53.81 and is sold through hardware stores. The company has done little advertising and relies on in-store promotion and displays. The divisional manager is wondering about the effectiveness of these displays. She has called on you to do the necessary research.
Should the communication or the observation method be used in this situation Justify your choice.

Answer 3

The company should go for an observation technique to identify whether the equipment is getting the required attention of the people from the display location where it is placed.The company has to estimate the effectiveness of the displays by counting on the number of consumers who stopped by to have a look at the bag dispenser to the number of consumers who stopped by to have a chat with the store people regarding its functioning and showing interest for purchasing it. Thus, observation technique is the best suitable approach to gauge the effectiveness of the display.

Question 4

What are the general advantages and disadvantages of obtaining data by communication By observation

Question 5

Friendship is a national manufacturer and distributor of greeting cards. The company has recently begun distributing a low-priced line of cards using a lower-grade paper. Quality differences between the higher- and lower-priced cards do not seem to be noticeable to consumers. The company follows a policy of printing its name and the price on the back of each card. The initial acceptance of the new line of cards has convinced the vice president of production, Sheila Howell, that the company should use this lower-grade paper for all its cards and increase its profit margin from 12 percent to 15 percent. The sales manager is strongly opposed to this move and has commented, "Sheila, consumers are concerned about the quality of greeting cards; a price difference of 5 cents on a card does not matter." The vice president has called upon you to undertake the study.
Should the communication or the observation method be used in this situation Justify your choice.
NOTE: Problems 3 and 4 could be assigned to pairs of students, with one student answering Problem 3 and the other answering Problem 4. The students could then compare their results and discuss the advantages and disadvantages of structure in observational research.
Problem 3
Be a mystery shopper and assess the service provided to customers at the checkout counter at two grocery stores in your area. Complete the following structured observation table for each:

Problem 4
Be a mystery shopper and assess the service provided to customers at the checkout counter at two grocery stores in your area. Record anything that you believe is relevant to the service provided to customers.

Question 6

What does a high degree of structure look like in an observational study

Question 7

Be a mystery shopper and assess the service provided to customers at the checkout counter at two grocery stores in your area. Complete the following structured observation table for each:

Question 8

What are mystery shoppers 'What is their purpose

Question 9

Be a mystery shopper and assess the service provided to customers at the checkout counter at two grocery stores in your area. Record anything that you believe is relevant to the service provided to customers.

Question 10

What is the key ethical issue with the use of disguise in observation research How is this issue typically remedied in disguised marketing research projects

Question 11

If you were the product manager of a leading brand of toothpaste, how would each of the following help you do your job
a. observational studies in a retail store
b. observational studies in the consumer's home

Question 12

What are the primary advantages and disadvantages of working in a natural setting as contrasted with a contrived setting

Question 13

The Better Business Bureau (BBB) has received several complaints over the past six months that certain local automobile dealers are engaging in subtle forms of racial discrimination. The alleged discrimination concerns such things as overly restrictive credit terms, lack of salesperson assistance, and refusals to perform routine maintenance services in a timely manner. The BBB has surveyed the firms in question and found no evidence of discriminatory practices, yet complaints continue to be received. The BBB decided to call in professional researchers and has contracted with your marketing research firm to collect data for use in their investigation of these allegations.
a. Briefly outline the manner in which you would collect information for the BBB using observation techniques. Be sure to address the issues of structure, disguise, setting, and mechanical versus human observers in your answer. Do you drink an observational study will yield information as good as, better than, or worse than the survey
b. Is it ethical and/or proper for a marketing research firm to conduct this type of research project Why or why not