MKT 500 Lecture Notes - Lecture 3: Survey Data Collection, Informed Consent, Likert Scale
9 Dec 2017
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Document Summary
Qualitative research: involving collecting, analyzing, and interpreting data by observing what people say or do. Observation methods- techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information. In situ vs invented: in situ observation- the researcher observes the behaviour exactly as it happens, invented observation- the researcher creates the situation. Ethnography- the study of human behaviour within a culture. Ted talks: hidden obvious- things that aren"t obvious until you point it out. Appropriate conditions for use of observation: short time interval- event must begin and end in a reasonably short time, public behaviour- cannot observe private behaviours, faulty recall conditions- behaviours are so automatic that consumer cannot recall them. Advantages of observational data: no chance for recall error, better accuracy, less cost. Limitations of observational data: small number of subjects, subjective interpretations.
