BUS 358 Lecture Notes - Lecture 9: Social Desirability Bias, Content Analysis, Traffic Count
20 Sep 2017
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Document Summary
Observation the systematic process of recording the behavioral patts of ppl, obj, and occurrences as they take place. Advances in tech have given a bigger role for observational rsrch tools in mkting rsrch. Obs can be useful part of either qualitative or quantitative rsrch. Scientific obs addresses a rsrch question aimed at discovering mkt knowledge. Disadvantages behavior can be observed but motives cannot. Analytical models do better w/ predicting behavior than explaining it. Mechanical observation, as performed by supermarket scanners or traffic counter can ver accurately record behavior that is routine, repetitive, or programmatic. Observations are free from nuisances such as social desirability bias or memory problems. Direct straightforward attempt to observe and record what naturally occurs. Contrived obs in which investigator creates artificial env in order to test hyp. Observer bias distortion of measurement resulting from cog behavior/actions of a witnessing observer. When human observers record behaviors, the observer may record events subjectively.
