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Observational Research: Marketing Research Process

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Unit 5 – Observational Research

Study Goals

On completion of this unit, you will have learned …

… The steps involved in conducting a marketing research study, i.e., the marketing research process

… Translating the managerial problem into marketing research objectives, i.e., the problem definition process

… An overview of the different methods of research and sampling procedures used in marketing research studies

… Forward and backward linkages of the marketing research process

5. Observational Research

Introduction
The previous units have highlighted the importance of several methods used in marketing research. These include qualitative research techniques such as the focus group, as well as quantitative research techniques such …show more content…

So instead of collecting data by asking people, observational research relies on watching them while they are engaged in their actions, behavior, and/or activities. Depending on the objectives of the study, researchers can choose to observe either the behavior of people or events. An example of research involving people is mall research. It is not uncommon for shopping malls to have "observers" following shoppers in the mall from the time they enter the mall to the time they leave. The goal is to understand how people go about browsing the shopping mall, which stores are visited first and last, how much time is spent in each store, and so on. On the other hand, if the researcher is interested in finding the best placement for a billboard, s/he might spend some time counting traffic at different intersections during times of the day. The researcher here is observing the event of traffic moving in different directions to determine the best placement for the billboard. The act itself of observing can be done either by a person or an electronic device such as a video camera or a traffic counting machine. Table x includes several examples of events that are commonly studied through observational …show more content…

Both focus groups and individual depth interviews rely on retrospection. That is, they ask respondents to recall their behavior and the behavior of others. Human memory, of course, can sometimes be faulty.
5.2. Approaches to Observational

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