MKTG202 Lecture Notes - Lecture 4: Eye Tracking, Clickstream, Observer-Expectancy Effect
2 Sep 2018
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The systematic process of recording the behavioural patterns of people, objects and occurrences as they are witnessed. The researcher witnesses and records information as events occur, or compiles evidence from records of past. Ratio(cid:374)ale: respo(cid:374)de(cid:374)ts (cid:373)ay (cid:374)ot gi(cid:448)e (cid:862)truthful(cid:863) a(cid:374)s(cid:449)ers, useful supple(cid:373)e(cid:374)ts to other techniques. Common examples: supermarket scanner data, people meter, clickstream data (aggregate data about which pages a website visitor visits) Tools: ele(cid:272)tro(cid:374)i(cid:272) de(cid:448)i(cid:272)es, other (cid:862)high te(cid:272)h(cid:863) i(cid:374)for(cid:373)atio(cid:374) (cid:272)olle(cid:272)tors, produ(cid:272)t i(cid:374) use, sili(cid:272)o(cid:374) (cid:272)hips in-store, personal people meters, eye-trackers. Human observation versus mechanical observation (e. g. , eye-tracking technique). Data do not have distortions, inaccuracies, or other response biases. Human observation best suits a situation or behaviour that is not easily predictable in advance of the research. Mechanical observation, as performed by supermarket scanners or traffic counters, can very accurately record situations or types of behaviour that are routine, repetitive or programmatic. Verbal behaviour comments made by people in a queue.
