Podcast
Questions and Answers
What is a key condition for observation research as mentioned in the text?
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?
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?
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?
Why might technology be preferred over human observation in some cases?
What distinguishes open observation from disguised observation?
What distinguishes open observation from disguised observation?
Which type of research involves recording patterns of occurrences or behaviors without interacting with the individuals?
Which type of research involves recording patterns of occurrences or behaviors without interacting with the individuals?
In contrived observation situations, what does the researcher have control over?
In contrived observation situations, what does the researcher have control over?
What is a distinguishing feature of machine observation compared to human observation?
What is a distinguishing feature of machine observation compared to human observation?
What makes natural observation different from contrived observation?
What makes natural observation different from contrived observation?
What does direct observation primarily rely on?
What does direct observation primarily rely on?
What type of research method involves manipulating one variable to observe its effect on another variable?
What type of research method involves manipulating one variable to observe its effect on another variable?
In human observation through mystery shoppers, Level Three typically involves:
In human observation through mystery shoppers, Level Three typically involves:
What is the main difference between an experiment and a survey?
What is the main difference between an experiment and a survey?
Which of the following is NOT considered an independent variable in an experiment?
Which of the following is NOT considered an independent variable in an experiment?
What must be determined to establish a causation relationship between variables?
What must be determined to establish a causation relationship between variables?
What is typically done at Level Four in human observation through mystery shoppers?
What is typically done at Level Four in human observation through mystery shoppers?
Which of the following is NOT an extraneous factor in an experiment?
Which of the following is NOT an extraneous factor in an experiment?
What does a researcher become when conducting an experiment?
What does a researcher become when conducting an experiment?
What is the key feature of Level Two in human observation through mystery shoppers?
What is the key feature of Level Two in human observation through mystery shoppers?
What is the primary purpose of visiting businesses at Level One of human observation through mystery shoppers?
What is the primary purpose of visiting businesses at Level One of human observation through mystery shoppers?
What is the purpose of conducting tests in the field rather than in a laboratory?
What is the purpose of conducting tests in the field rather than in a laboratory?
Which group in an experiment is exposed to the manipulation of the independent variable?
Which group in an experiment is exposed to the manipulation of the independent variable?
What is the purpose of a Control Group in an experiment?
What is the purpose of a Control Group in an experiment?
What is the Experimental Effect in an experiment?
What is the Experimental Effect in an experiment?
What kind of information do test markets generally provide?
What kind of information do test markets generally provide?
Which type of cost is associated with advertising expenses and syndicated research in test markets?
Which type of cost is associated with advertising expenses and syndicated research in test markets?
What are some indirect costs associated with test markets?
What are some indirect costs associated with test markets?
What is a potential negative impact of test failure in a market test?
What is a potential negative impact of test failure in a market test?
What can test markets help identify regarding consumer behavior towards a new product?
What can test markets help identify regarding consumer behavior towards a new product?
What does test marketing generally refer to?
What does test marketing generally refer to?
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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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