市场营销课件英文22个文件教学作者几十个ppt 10-observation.ppt

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1、ExploringMarketingResearchWilliamG.ZikmundChapter10:ObservationScientificObservationisSystematic“YOUSEE,BUTYOUDONOTOBSERVE.”SherlockHolmesWhatCanBeObserved?PhysicalActionsVerbalBehaviorExpressiveBehaviorSpatialRelationsandLocationsTemporalPatternsVerbalandPictorialRecordsWHATCAN

2、BEOBSERVEDPhenomenaExampleHumanbehaviororphysicalShoppersmovementactionpatterninastoreVerbalbehaviorStatementsmadebyairlinetravelerswhowaitinlineExpressivebehaviorFacialexpressions,toneofvoice,andotherformofbodylanguageWHATCANBEOBSERVEDPhenomenaExampleSpatialrelationsHowclosevisi

3、torsatanandlocationsartmuseumstandtopaintingsTemporalpatternsHowlongfast-foodcustomerswaitfortheirordertobeservedPhysicalobjectsWhatbrandnameitemsarestoredinconsumers’pantriesVerbalandPictorialBarcodesonproductpackagesRecordsCategoriesofObservationHumanversusMechanicalVisiblevers

4、usHiddenDirectContrivedObservationofHumanBehaviorBenefitsCommunicationwithrespondentisnotnecessaryDatawithoutdistortionsduetoself-report(e.g.:withoutsocialdesirability)BiasNoneedtorelyonrespondentsmemoryNonverbalbehaviordatamaybeobtainedCertaindatamaybeobtainedmorequicklyEnvironm

5、entalconditionsmayberecordedMaybecombinedwithsurveytoprovidesupplementalevidenceObservationofHumanBehaviorLimitationsCognitivephenomenacannotbeobservedInterpretationofdatamaybeaproblemNotallactivitycanberecordedOnlyshortperiodscanbeobservedObserverbiaspossiblePossibleinvasionofpr

6、ivacyObservationofPhysicalObjectsPhysical-traceevidenceWearandtearofabookindicateshowoftenithasbeenreadScientificallyContrivedObservationThecreationofanartificialenvironmenttotestahypothesisResponseLatencyRecordingthedecisiontimenecessarytomakeachoicebetweentwoalternativesItispre

7、sumedtoindicatethestrengthofpreferencebetweenalternatives.ContentAnalysisObtainsdatabyobservingandanalyzingthecontentofadvertisements,letters,articles,etc.DealswiththestudyofthemessageitselfMeasurestheextentofemphasisoromissionPhysiologicalReactionsEyeTrackingPupilometerPsychogal

8、vanometerVoicePitchMechanicalObservation