Podcast
Questions and Answers
What purpose do gender and age recognition systems serve in retail settings?
What purpose do gender and age recognition systems serve in retail settings?
Which method is NOT one of the four standard methods for in-store customer tracking?
Which method is NOT one of the four standard methods for in-store customer tracking?
What observable phenomena can indicate shopper behavior in a retail environment?
What observable phenomena can indicate shopper behavior in a retail environment?
Which company is known for measuring a significant portion of global TV viewing behavior?
Which company is known for measuring a significant portion of global TV viewing behavior?
Signup and view all the answers
What is a potential benefit of tracking consumer behavior in retail environments?
What is a potential benefit of tracking consumer behavior in retail environments?
Signup and view all the answers
What is a key feature of observational research?
What is a key feature of observational research?
Signup and view all the answers
Which of the following is an example of 'people watching phenomena'?
Which of the following is an example of 'people watching phenomena'?
Signup and view all the answers
What differentiates natural contexts from contrived contexts in observational research?
What differentiates natural contexts from contrived contexts in observational research?
Signup and view all the answers
What is a disadvantage of open observation?
What is a disadvantage of open observation?
Signup and view all the answers
Which method involves people being unaware that they are being watched?
Which method involves people being unaware that they are being watched?
Signup and view all the answers
How does direct observation differ from indirect observation?
How does direct observation differ from indirect observation?
Signup and view all the answers
What is a potential limitation of observation as a research method?
What is a potential limitation of observation as a research method?
Signup and view all the answers
Which type of observation may alter a subject's behavior due to awareness of monitoring?
Which type of observation may alter a subject's behavior due to awareness of monitoring?
Signup and view all the answers
What is a major advantage of using machines for observation in research?
What is a major advantage of using machines for observation in research?
Signup and view all the answers
What is an example of direct observation in consumer behavior?
What is an example of direct observation in consumer behavior?
Signup and view all the answers
Which of the following is a limitation of observational research?
Which of the following is a limitation of observational research?
Signup and view all the answers
What is one of the main benefits of mystery shopping?
What is one of the main benefits of mystery shopping?
Signup and view all the answers
What does neuromarketing primarily analyze?
What does neuromarketing primarily analyze?
Signup and view all the answers
What does galvanic skin response (GSR) indicate?
What does galvanic skin response (GSR) indicate?
Signup and view all the answers
Which level of mystery shopping involves assessing communication skills?
Which level of mystery shopping involves assessing communication skills?
Signup and view all the answers
Which physiological measure is often used in neuromarketing?
Which physiological measure is often used in neuromarketing?
Signup and view all the answers
What is a drawback of indirect observation methods, such as analyzing trash?
What is a drawback of indirect observation methods, such as analyzing trash?
Signup and view all the answers
What is the primary goal of employee motivation in mystery shopping?
What is the primary goal of employee motivation in mystery shopping?
Signup and view all the answers
What is the primary function of household purchase panels like Nielsen Homescan?
What is the primary function of household purchase panels like Nielsen Homescan?
Signup and view all the answers
Which method is primarily used for online tracking of user behavior?
Which method is primarily used for online tracking of user behavior?
Signup and view all the answers
What does Awario primarily do in the realm of data collection?
What does Awario primarily do in the realm of data collection?
Signup and view all the answers
What is one advantage of using Virtual Reality for data collection?
What is one advantage of using Virtual Reality for data collection?
Signup and view all the answers
Which technology is mentioned as a method to track online user behavior even after opting out of cookies?
Which technology is mentioned as a method to track online user behavior even after opting out of cookies?
Signup and view all the answers
Which of the following is NOT a characteristic of household purchase panels?
Which of the following is NOT a characteristic of household purchase panels?
Signup and view all the answers
What is the role of tools like BuzzSumo in data collection?
What is the role of tools like BuzzSumo in data collection?
Signup and view all the answers
What is a limitation of traditional cookies for online tracking?
What is a limitation of traditional cookies for online tracking?
Signup and view all the answers
Study Notes
Observational Research
- Observational Research, a systematic recording of behavioral patterns without direct communication with the observed subjects.
- Mystery shopping, where an observer acts as a customer to gather data, is the exception to the rule.
- Two key questions to ask before conducting observational research:
- Will observations alone answer the research question?
- What is the ideal observation duration to gather sufficient insights?
Potential Observation Situations
- People watching people: Observers in stores study consumer behavior, for example, how many times a consumer compares different iPhone models.
- People watching phenomena: Observers stationed at a strip mall count vehicles to determine the ideal location for a coffee shop.
- Machines watching people: Store cameras record consumers evaluating different iPhone models.
- Machines watching phenomena: Google Analytics records which online ads are clicked by whom, when, and how many times.
Types of Observation Research
- Natural vs. Contrived Settings: Natural settings are where the observer has no influence on subject behavior (e.g., counting people entering an Apple store), while contrived settings involve prompting specific behaviors (e.g., simulated test markets).
- Open vs. Disguised Observation: In open observation, subjects are aware they're being observed (common in ethnographic studies), while in disguised observation, subjects are unaware (e.g., a focus group room with one-way mirrors).
- Human vs. Machine Observers: Machines offer cost-effective, accurate, and easier data collection compared to human observers.
- Direct vs. Indirect Observation: Direct observation involves observing current behavior (e.g., observing women applying mascara), while indirect observation involves analyzing past behavior (e.g., sorting through garbage for consumption patterns).
Advantages and Disadvantages of Observation Research
- Advantages: Machine-based observation delivers unbiased, quick, and accurate data.
- Disadvantages: Observational research cannot reveal the reasons behind consumer decisions, is limited to only public behavior, and observed behavior may not be replicated in the future.
Mystery Shoppers
- Mystery shoppers are used to collect observational data about stores and customer-employee interactions.
- This provides immediate feedback on employee performance, allowing for potential bonus ties to create incentives for excellent customer service.
Mystery Shopping Levels
- Level 1: Mystery shopper makes a mystery phone call.
- Level 2: Mystery shopper visits and makes a quick purchase.
- Level 3: Mystery shopper initiates a scripted conversation with a representative.
- Level 4: Mystery shopper assesses communication skills and product/service knowledge.
Mystery Shopping Benefits
- Provides natural feedback from a real customer's perspective on staff training and expertise.
- Monitors product and facility conditions as seen by the customer.
- Serves as an employee motivational tool.
- Can be used to benchmark competitors.
- Improves customer retention.
Machine Observation
- Neuromarketing: Analyzing brain and physiological reactions to marketing stimuli using techniques like EEG (electric brain activity), MRI (blood flow), and physiological measures (heart rate, blood pressure, sweating).
- Galvanic Skin Response (GSR): Detects changes in skin's electrical resistance in response to marketing stimuli.
- Eye Tracking: Accurately measures what someone is looking at, documenting visibility, engagement, and viewing patterns.
- Gender and Age Recognition Systems: Identifies a consumer's gender and approximate age in retail settings for targeted messaging.
- In-store Tracking: Security cameras combined with motion sensors track shopper behavior, age, and gender.
- Methods include: WIFI tracking, mobile app tracking, camera surveillance, and passive network tracking.
- Observable Phenomena: Artifacts (personal belongings), body language, eye contact, spatial behavior, facial expressions, movements, and response times.
Television and Streaming Measurement and Tracking
- Nielsen Media measures 40% of global TV viewing behavior, including local markets in the US for targeted advertising.
- Streaming tracking through platforms like Roku and Disney Channel.
Household Purchase Panels
- Nielsen Homescan, a continuous household purchase panel, collects data from member households on average product purchase amounts, projected category volume, shopping trips, and household purchase rates.
Online Tracking
- Utilizes cookies and digital fingerprinting to track online behavior even after cookies are deleted or users opt out.
- Digital fingerprinting creates a unique identifier based on past visits, IP address, operating system, screen size, language, time zone, etc.
Social Media Tracking
- Tools include Awario, Sendible, BuzzSumo, and individual platform analytics (Pinterest, Twitter, Facebook).
Virtual Reality and Augmented Reality
- An emerging area for data collection due to mainstream adoption of VR devices like Oculus.
- VR advantages for data collection include:
- Realistic environment.
- Easy environment modifications (products, layout).
- Fast and accurate data collection.
- Low costs due to electronic display creation.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
Explore the principles of observational research, focusing on systematic recording and behavioral patterns without direct interaction. This quiz covers key methodologies such as mystery shopping and various observation scenarios to understand consumer behavior and environmental analysis. Discover foundational questions to consider before embarking on observational studies.
