當(dāng)代市場調(diào)研 （原第12版）課件英文第9章　原始資料收集：觀察法

MarketingResearchTwelfthEditionCarlD.McDanielandRogerGatesChapter#9PrimaryDataCollection:ObservationLearningObjectivesDevelopabasicunderstandingofobservationresearch.Learntheapproachestoobservationresearch.Understandthetypesofmachineobservation.Appreciatehowonlinetrackingischanginganditsgrowinguseinsocialmedia.Learnhowvirtualshoppingenvironmentsarecreatedandusedinmarketingresearch.Copyright?2021JohnWiley&Sons,Inc.9-2NatureofObservationResearchObservationresearchisthesystematicprocessofrecordingpatternsofoccurrencesorbehaviorswithoutnormallyquestioningorcommunicatingwiththepeopleinvolvedMysteryshoppingisanexceptionTwoconditionsmustbemetbeforemosttypesofobservationcanbesuccessfullyusedTheneededinformationmustbeeitherobservableorinferablefrombehaviorthatisobservableThebehaviorofinterestforsometypesofobservationmustbeofrelativelyshortduration9-3Copyright?2021JohnWiley&Sons,Inc.ObservationSituationsSituationExamplePeoplewatchingpeopleObserversstationedinsupermarketswatchconsumersselectfrozenMexicandinners,withthepurposeofseeinghowmuchcomparison-shoppingpeopledoatthepointofpurchase.PeoplewatchingphenomenaObserversstationedatanintersectioncountvehiclesmovinginvariousdirectionstoestablishthebestcornertobuildafast-foodrestaurant.MachineswatchingpeopleDigitalcamerasrecordconsumersselectingfrozenMexicandinners.MachineswatchingphenomenaSoftwareprogramsrecordpeoplenavigatingtheInternet.9-4Copyright?2021JohnWiley&Sons,Inc.Exhibit9.1ApproachestoObservationResearchNaturalversuscontrivedsituationsOpenversusdisguisedobservationHumanversusmachineobserversDirectversusindirectobservation.9-5Copyright?2021JohnWiley&Sons,Inc.NaturalversusContrivedSituationsCountinghowmanypeopleenteraWalmartstoreduringcertainhoursisagoodexampleTheobserverplaysnoroleinthebehaviorofinterestAttheotherextremeisrecruitingpeopletodotheirshoppinginasimulatedsupermarketusingartificialintelligence(AI)AIenablestheresearchertocontrolextraneousvariablesthatmighthaveanimpactonaperson’sbehaviorortheinterpretationofthatbehaviorTheprimarydisadvantageofaAIisthatitisartificial,andtheobservedbehaviormaybedifferentfromwhatwouldoccurinthereal-world9-6Copyright?2021JohnWiley&Sons,Inc.OpenversusDisguisedObservationIfpeopleknowtheyarebeingobserved,theymaybehavedifferentlyOpenobservationistheProcessofmonitoringpeoplewhoknowtheyarebeingwatchedTheappearanceandbehavioroftheobserverofferpotentialforbiasDisguisedobservationistheprocessofmonitoringpeoplewhodonotknowtheyarebeingwatchedOne-waymirroriscommon9-7Copyright?2021JohnWiley&Sons,Inc.HumanversusMachineObserversInmanysituations,itispossibletoreplacehumanobserverswithmachinesMachinescandothejoblessexpensively,moreaccurately,ormorereadilyTraffic-countingdevicesareprobablymoreaccurate,definitelycheaper,andcertainlymorewillingthanhumanobserversInsomesituations,machinesaretheonlyrealisticapproach9-8Copyright?2021JohnWiley&Sons,Inc.DirectversusIndirectObservationSomeobservationisdirectobservationofcurrentbehaviororartifactsInsomecases,pastbehaviormustbeobservedGarbologistssortthroughpeople’sgarbagetoanalyzehouseholdconsumptionpatternsPicturescanbeusedtoseewhatpeoplehavedoneincertainsituations9-9Copyright?2021JohnWiley&Sons,Inc.AdvantagesandDisadvantagesofObservationResearchAdvantagesInformationnotsubjecttomanybiasingfactorsSomeformsofdataaregatheredmorequicklyandaccuratelybyobservationDisadvantagesTheprimarydisadvantageofmanytypesofobservationresearchisthatonlybehaviorandphysicalpersonalcharacteristicsusuallycanbeexaminedWiththeexceptionofonlineobservation,onlypublicbehaviorisobservedThebehaviormaynotbeprojectableintothefutureObservationresearchcanbetime-consumingandcostlyiftheobservedbehavioroccursratherinfrequently9-10Copyright?2021JohnWiley&Sons,Inc.EthnographicResearchEthnographicresearchisthestudyofhumanbehaviorinitsnaturalcontextEthnographersdirectlyobservethepopulationtheyarestudyingEthnographicstudiescancostanywherefrom$5,000toasmuchas$800,0009-11Copyright?2021JohnWiley&Sons,Inc.AdvantagesofEthnographicResearchEthnographyisreality-basedItcanrevealunexpressedneedsandwantsItcandiscoverunexploitedconsumerbenefitsItcanrevealproductproblemsItcanshowhow,when,why,andwherepeopleshopforbrandsItcanshowwhointhefamilyactuallyusesaproductIttakesadvantageofconsumers’experiencewiththeproductcategoryItcantestnewproductsinarealcontextItcanrevealadvertisingexecutionideasItcanhelpformabetterrelationshipwithyourconsumers9-12Copyright?2021JohnWiley&Sons,Inc.ConductingEthnographicResearchhefirststepistofindparticipantsThen,theobservationprocesscanbeginTheresearchbeginswithsystematicobservationandinquiryThenextstepistoanalyzeandinterpretallofthedatacollectedtofindthemesandpatternsofmeaningTheamountofdatacanattimesbeoverwhelmingTriangulationistheprocessofcheckingfindingsagainstwhatotherpeoplesayandagainstsimilarresearchalreadyconducted9-13Copyright?2021JohnWiley&Sons,Inc.MysteryShoppersMysteryshoppersareusedtogatherobservationaldataaboutastoreandtocollectdataaboutcustomer–employeeinteractionsMysteryshoppingisclassifiedasanobservationalmarketingresearchmethodMysteryshoppinggivesmanagersnearlyinstantfeedbackonemployeeperformanceManycompaniestiebonusestoperformanceonmysteryinspections,givingemployeesanincentivetobenice9-14Copyright?2021JohnWiley&Sons,Inc.MysteryShoppingLevelsLevel1 ThemysteryshopperconductsamysterytelephonecallLevel2 ThemysteryshoppervisitsanestablishmentandmakesaquickpurchaseLevel3 Themysteryshoppervisitsanestablishmentand,usingascriptorscenario,initiatesaconversationwithaserviceand/orsalesrepresentativeLevel4 Themysteryshopperperformsavisitthatrequiresexcellentcommunicationskillsandknowledgeoftheproduct9-15Copyright?2021JohnWiley&Sons,Inc.MysteryShoppingBenefitsProvidesfeedbackfromacustomer’sperspectiveGivesfeedbackaboutstaffperformanceMonitorsfacilityconditionsasseenbythecustomerServesasanemployeemotivationaltoolBenchmarkcompetitorsIdentifytrainingneedsImprovedcustomerretention9-16Copyright?2021JohnWiley&Sons,Inc.One-WayMirrorObservationsOne-waymirrorobservationisthepracticeofwatchingbehaviorsoractivitiesfrombehindaone-waymirrorFocusgroupfacilitiesalmostalwaysprovideone-waymirrorobservationOntheothersideoftheglassisanarrow-carpetedroomwithabout10chairsand2videocameras9-17Copyright?2021JohnWiley&Sons,Inc.MachineObservationNeuromarketingGalvanicskinresponseEyetrackingGenderandagerecognitionsystemsIn-storetrackingTelevisionandvideoaudiencemeasurementandtracking9-18Copyright?2021JohnWiley&Sons,Inc.NeuromarketingNeuromarketingistheprocessofresearchingthebrainpatternsandcertainphysiologicalmeasuresofconsumerstomarketingstimuliBrainpatternsaretypicallymeasuredbyanelectroencephalograph(EEG)thatrecordsthebrain’selectricalactivityPhysiologicalmeasuresincludebloodpressure,heartrate,andsweatingAlsocalledbiometricsEEG,MRI,EKG,heartmonitors,eyetracking,andgalvanicskinresponse(GSR)thatmeasuresaperson’ssweatingareallimplicittoolstounderstandbehaviorImplicitmeasuresdonotactuallymeasurepsychologicalcausesdirectlybutratherinferwhatishappeninginsidethebrainfrompeoples’biologicalresponses9-19Copyright?2021JohnWiley&Sons,Inc.GalvanicSkinResponseandEyeTrackingGalvanicskinresponse(GSR)isachangeintheelectricresistanceoftheskinassociatedwithactivationresponsesAlsoknownaselectrodermalresponseAsmallelectriccurrentofconstantintensityissentintothefingersThechangesinvoltageobservedbetweentheelectrodesindicatethelevelofstimulationEyetrackingisusedtopreciselymeasurewhatsomeoneislookingatAninfraredlightisdirectedintotheeyeEyetrackingcandocument:VisibilityEngagementViewingpatterns/communicationhierarchy9-20Copyright?2021JohnWiley&Sons,Inc.GenderandAgeRecognitionSystemsNECElectronicsofJapanhasdevelopedtechnologytorecognizegenderandapproximateageofconsumersIthasmarriedthissystemwithdigitalsignsthatcanbeplacedinmalls,airports,andotherheavilytraffickedpublicareasMessagescanbetailoredtopeopleastheywalkbySystemcanalsocountpasserbys9-21Copyright?2021JohnWiley&Sons,Inc.In-StoreTrackingIn-storesecuritycamerasarenowbeingusedtotrackshopperbehaviorThisisdonebyrunningtheirvideofeedsthroughsoftwareCamerascanbecombinedwithmotionsensorstodeterminehowoftenabrandispickedupbutnotplacedintheshoppingcartTherearefourstandardmethodstoin-storecustomertracking:WIFIMobileappsCamerasPassivenetworkStorescannowaccuratelyassessthedemographicinformationofitsshoppers,includingmetricssuchasageandgenderBytrackingtheflowofpeople,businessescanadjustthestorelayout9-22Copyright?2021JohnWiley&Sons,Inc.TelevisionandVideoAudienceMeasurementandTrackingNielsenMediameasures40percentoftheworld’sviewingbehaviorNielsen’smeterscanidentifywhoiswatchingandwhen,including“time-shifted”viewingNielsenhasexpandeditspanelstoincorporatebigdatafromthirdpartiestocapturethebreadthanddepthofmobileviewingNielsenusesalocalPeopleMeterinmanytestmarketsSetMetersareconnectedtoallTVsinthehouseCodeReadersareplacednearTVsinapanelmember’shomeandpickupaninaudiblesignalfromtheTVThePortablePeopleMeterisawearabledevicethattracksconsumersexposuretomediaandentertainment9-23Copyright?2021JohnWiley&Sons,Inc.SymphonyIRIConsumerNetworkTheSymphonyIRIConsumerNetworkisacontinuoushouseholdpurchasepanelthatreceivespurchasingdatafromtheNationalConsumerPanel(NCP),ajointventurebetweenSymphonyIRIandtheNielsenHoldingsHouseholdsarerecruitedandgivenincentivestorecordalloftheirUPC-basedpurchases,withahandheldin-homescanningdeviceSamplesizeisover55,0009-24Copyright?2021JohnWiley&Sons,Inc.DataAvailablefromSymphonyIRIConsumerNetworkAverageamountofproductpurchasedbyeachhouseholdduringaspecificperiodTotalprojectedcategoryorproductvolumesoldinthespecificperiodProjectednumberofhouseholdsthatpurchasedthecategoryorproductwithinthespecificperiodTheaveragenumberofshoppingtripswhentheproductwaspurchasedTheaveragevolumesoldfortheproductperpurchaseoccasion9-25Copyright?2021JohnWiley&Sons,Inc.OnlineTrackingOnlinetrackingisfundamentallyanotherformofobservationresearchTraditionalInternettrackingisviacookiesCanusesophisticatedsoftwarecalleda“beacon”tocapturewhatpeoplearetypingonawebsiteAnothertypeofmonitoringcomesfrom“third-partycookies”Whenusersfrequentlyswitchbetween,say,adesktopandmobiledevice,theyarereferredtoasdigitallyagnosticEvenifyoudeleteallofyourcookiesand“optout”itispossibletostillfollowyouthroughfingerprinting9-26Copyright?2021JohnWiley&Sons,Inc.MagazinesTrackOnlineReadersandApplyItAlsotoPrintBecausevirtuallyallpopularmagazinescanbereadonline,trackingcanbeusedtoseewhatarticlesandadsarebeingreadSubscriberscanalsobetrackedusingthirdpartydataPrintcontentcanbecustomizedbasedononlinetracking9-27Copyright?2021JohnWiley&Sons,Inc.SocialMediaTrackingAwarioisapowerfulsocialmediamonitoringtoolthatprovidesadvancedtargetingoptionstotrackmentions,keywordphrases,andcompetitormentionsSendibleisanall-in-onesocialmediamanagementtoolBuzzSumoisatooltohelpfindoutwhattopicsarebeingsharedPinterestAnalyticscantellamarketer:whichpinisseenthemost;howmanysavesyourpinsarerecei