MKTG 320 Lecture Notes - Lecture 7: Harris Teeter, Ethnography
Document Summary
Observation people wont be as likely to fudge to lie, they act normally if they don"t know they are being watched when they do it, how, how often, what kind of people. Disadvantage: takes long, hard for researcher to know motives behind behavior ( can"t know motivations, values, whys) biggest advantage: natural behavior. 3 or 4 sentences an observation is either one of these . Natural vs. contrived: natural is the natural environment it is in vs. an environment that is created. Ex people come and shop at a harris teeter or you can take those same people and you take them to a lab store and see how the work ( setting up something artificial) Disguised : know you are being observed vs. you don"t know you are being watched. Sometimes we need people to be a part of this so you can get more info ( shop along)
