MKTG 3258 Lecture Notes - Lecture 16: Pupilometer, Garbology, Contrived
8 Feb 2020
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Document Summary
Observational research and ethnography: the nature of observational research the systematic process of recording patterns of occurrences or behaviours without communicating with the people involved. Conditions of observation: the needed information must be observable or inferable, the behaviour should be repetitive, frequent, or predictable, the behaviour must be short in duration. Observational research techniques: natural vs. contrived is it a natural setting or one made up by the researcher, open vs. Disguised does the subject know the purpose of the research: structured vs. unstructured is the researcher taking detailed notes or more general observations, garbology going through one"s garbage or stuff to analyze consumption patterns. Mechanical: eye movement recorders; pupilometer, voice pitch analysis, people monitors for tv, traffic counters, physiological measurement;: lie detector scanners, grocery behavior scan. Ethnography: the study of human behavior in its natural context, involving observation of behavior and physical setting. It can be expensive and time consuming if subjects not readily available.
