MKT 500 Lecture Notes - Lecture 3: Mystery Shopping, Focus Group, Electrodermal Activity
Document Summary
Qualitative research: research involving collecting, analyzing, and interpreting data by observing what people do and say. Mixed method research: combination of both quantitative and qualitative research methods in order to gain the advantages of both. 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. Indirect: direct observation: observing behaviour as it occurs, indirect observation: observing the effects or results of the behaviour rather than the behaviour itself, archives: secondary sources, such as historical records, physical traces: tangible evidence of some past event. Overt: covert observation: subject is unaware that he or she is being observed, i. e. , mystery shopping, overt observation: respondent is aware of observation. Structured vs. unstructured: structured: researcher identifies beforehand which behaviors are to be observed and recorded, unstructured: all behaviours is observed and the observer determines what is to be recorded.
