Module 10: Primary Data Collection: Observation, Experimentation, and Test Marketing

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Questions and Answers

What is a key condition for observation research as mentioned in the text?

Observing short-duration behaviors (correct)

Influencing behaviors intentionally

Predicting behaviors accurately

Interacting with people involved

Which situation involves the observer playing no role in the behavior of interest?

Observing people in a simulated supermarket

Monitoring people through a one-way mirror

Watching drive-thru window usage at a quick-service restaurant (correct)

Recruiting people for a focus group discussion

What is disguised observation, as described in the text?

Influencing behavior intentionally

Monitoring people through a one-way mirror (correct)

Recording patterns without communicating with individuals

Recruiting people to shop in a simulated supermarket

Why might technology be preferred over human observation in some cases?

To capture data in infeasible situations Signup and view all the answers

What distinguishes open observation from disguised observation?

Whether individuals know they are being watched Signup and view all the answers

Which type of research involves recording patterns of occurrences or behaviors without interacting with the individuals?

Observation research Signup and view all the answers

In contrived observation situations, what does the researcher have control over?

Several influencing variables Signup and view all the answers

What is a distinguishing feature of machine observation compared to human observation?

Less interference with observed behaviors Signup and view all the answers

What makes natural observation different from contrived observation?

The influence of the observer on the behavior of interest Signup and view all the answers

What does direct observation primarily rely on?

The process of watching and recording Signup and view all the answers

What type of research method involves manipulating one variable to observe its effect on another variable?

Experiment Signup and view all the answers

In human observation through mystery shoppers, Level Three typically involves:

Using a scripted scenario Signup and view all the answers

What is the main difference between an experiment and a survey?

Manipulation of variables Signup and view all the answers

Which of the following is NOT considered an independent variable in an experiment?

Customer Satisfaction Signup and view all the answers

What must be determined to establish a causation relationship between variables?

Concomitant variation Signup and view all the answers

What is typically done at Level Four in human observation through mystery shoppers?

Testing employees with in-depth product knowledge Signup and view all the answers

Which of the following is NOT an extraneous factor in an experiment?

Price Signup and view all the answers

What does a researcher become when conducting an experiment?

"Active Participant" Signup and view all the answers

What is the key feature of Level Two in human observation through mystery shoppers?

Quick purchase with no interaction Signup and view all the answers

What is the primary purpose of visiting businesses at Level One of human observation through mystery shoppers?

To call/contact the business Signup and view all the answers

What is the purpose of conducting tests in the field rather than in a laboratory?

To control for extraneous variables that might influence the dependent variable. Signup and view all the answers

Which group in an experiment is exposed to the manipulation of the independent variable?

Test Group Signup and view all the answers

What is the purpose of a Control Group in an experiment?

To compare with the Test Group and assess the effect of the independent variable. Signup and view all the answers

What is the Experimental Effect in an experiment?

The effect of the treatment variable on the dependent variable. Signup and view all the answers

What kind of information do test markets generally provide?

Estimates of market share and volume Signup and view all the answers

Which type of cost is associated with advertising expenses and syndicated research in test markets?

Direct Costs Signup and view all the answers

What are some indirect costs associated with test markets?

Diversion of activity from existing products Signup and view all the answers

What is a potential negative impact of test failure in a market test?

Possible negative trade reactions Signup and view all the answers

What can test markets help identify regarding consumer behavior towards a new product?

Characteristics of consumers who buy the product Signup and view all the answers

What does test marketing generally refer to?

A loose term that involves testing new products in various markets Signup and view all the answers

Study Notes

Observation Research

Key condition: Observation must be systematic to ensure replicability and validity.
Situation of no observer role: Non-participatory observation, where the observer does not influence behavior.
Disguised observation: Participants are unaware they are being observed, reducing bias in their behavior.
Preference for technology: Automated systems can efficiently gather data, minimizing human error and bias.

Observation Types

Open observation: Participants know they are being observed, promoting transparency and ethical considerations.
Contrived observation: Researchers manipulate the situation to observe specific behaviors, controlling variables.
Natural observation: Observes behaviors in their natural setting without interference, contrasting with contrived methods.
Direct observation: Relies on real-time witnessing of behavior rather than self-reports or surveys.

Research Methods

Experimental research: Involves manipulating one variable (independent variable) to examine its effect on another (dependent variable).
Mystery shopper Level Three: Typically involves detailed evaluation of service performance and employee interactions.

Experiments vs Surveys

Experiments manipulate variables; surveys gather descriptive data without intervention.
Independent variable: Important elements that researchers intentionally change or control during an experiment.
Causation determination: Requires establishing a correlational relationship and ruling out extraneous factors.
Mystery shoppers Level Four: Usually involves comprehensive assessments with detailed reporting on specific criteria.

Experimental Design

Extraneous factors: Any variable other than the independent variable that could affect the outcome but is not changed.
Researcher's role: Becomes a manipulator of variables, facilitating controlled conditions for observation.
Mystery shoppers Level Two: Focused on evaluating customer experience and employee engagement aspects.

Field Testing

Level One purpose: Initial assessments to understand customer interactions with products or services.
Field vs laboratory testing: Field tests provide real-world insights, capturing more natural consumer responses.
Experimental group: Exposed to changes in the independent variable, showing effects of manipulated conditions.
Control group function: Serves as a comparison benchmark to evaluate the impact of the experimental manipulation.

Market Testing

Experimental Effect: Changes in participants' behavior due to awareness of being part of an experiment.
Test markets provide data on consumer preferences and product positioning.
Type of advertising costs: Includes expenditures for promotion and market research tailored for testing new products.
Indirect costs: May encompass opportunity costs or lost revenues during the testing phase.
Test failure impact: Can damage brand reputation and consumer trust, leading to challenges in future launches.
Consumer behavior insights: Test markets can reveal reactions to product features, packaging, or pricing strategies.
Test marketing: Refers to the process of testing a new product in a limited market before a full launch.

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Description

Learn about observation research and the conditions required for conducting observational studies. Understand the difference between natural and contrived observation methods.