MARK 302 Lecture Notes - Lecture 1: Central Limit Theorem, Pearson Product-Moment Correlation Coefficient, Standard Error
14 Oct 2016
School
Department
Course
Professor
Document Summary
A marketing researcher using the observation technique witnesses and records events as they occur or compile evidence from records of past events. In observation, there is no interaction between the researcher and people observed (mystery shopping is an exception: the nature of observation research. Observation research: a systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved. Observers stationed in supermarkets watch consumers select frozen. Mexicans dinners, with the purpose of seeing how much comparison- shopping people do at the point of purchase. Observers stationed at an intersection count vehicles moving in various phenomena directions to establish the need for a traffic light. Cameras record consumers selecting frozen mexican dinners. people. Traffic-counting machines monitor the flow or vehicles at an phenomena intersection. Three conditions must be met before observation can be successfully used as a data collection for marketing research: 1- information must be either observable or inferable from behavior that is observable.
