ENVI 498 Lecture Notes - Lecture 8: Pupilometer, Electrical Resistance And Conductance, Response Bias
Response LATENCY
the amount of time it takes to make a choice. Used as a measure of preference.
DIRECT Observation
straightforward attempt to observe and record what naturally occurs.
CONTRIVED Observation
Observation in which the investigator creats an artifical environment in order to test a hypothesis.
Env. may increase the frequency of certain behavior patterns to be observed.
Observer BIAS
a distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer.
Record events subjectively
Record events inaccurately
Interpreting Observation data incorrectly.
Ethical Issues of Human Observation
Respondent's right to PRIVACY
Contrived observation as ENTRAPMENT
Researchers feel comfortable collecting obersvation data if:
- commonly performed in public
- setting assures anonymity
- observed person has agreed to be observed
Observation of Physical Objects
Artifacts: made and consumed withing a culture that signals something meaningful.
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Inventories: count and record physical inventories.
Content Analysis: systematic observation and quantitative description of manifest content of
communication.
Mechanical Observation:
TV / Radio
Website Traffic (Click through rate)
Scanner based consumer panel
Camera Surveillance
Neurolgical Device
Measuring Physiological Reactions
Eye Tracking Monitor
Pupilometer (measures pupil)
Psychogalvanometer: measures involuntary changes in electrical resistance of skin. Assumes
physiological changes accompany emotion.
Voice Pitch Analysis.
Secondary Data
Easier to collect, many sources, and cheap to get
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Secondary Data (What is it?)
recorded prior to and for a purpose other than the current research project.
Disadvantages of Secondary Data
- Maybe outdated.
- Units of Mesaurement might need to be converted.
- Terminology
- Lack of accuracy
Primary Data
Collect yourself
Survey
primary data method based on communication with representative of sample of individuals.
Respondants
people who verbally answer an interviewers questions
Sample Survey
Survey that emphasized contacting respondents who are a repre. sample of target pop.
Census vs Sample
Always Census
Type of Data in Market Segmentation?
Demographics
Psycographics
Lifestyle
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Document Summary
Response latency the amount of time it takes to make a choice. Direct observation straightforward attempt to observe and record what naturally occurs. Observation in which the investigator creats an artifical environment in order to test a hypothesis. Env. may increase the frequency of certain behavior patterns to be observed. Observer bias a distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer. Observed person has agreed to be observed. Artifacts: made and consumed withing a culture that signals something meaningful. Content analysis: systematic observation and quantitative description of manifest content of communication. Psychogalvanometer: measures involuntary changes in electrical resistance of skin. Easier to collect, many sources, and cheap to get. Secondary data (what is it?) recorded prior to and for a purpose other than the current research project. Units of mesaurement might need to be converted. Survey primary data method based on communication with representative of sample of individuals.
