MARK 302 Study Guide - Final Guide: Focus Group, Natural Environment, Mystery Shopping
8 Dec 2016
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Document Summary
The systematic process of recording patterns of occurrences/behaviours without normally questioning or communicating with the people involved (mystery shopping is the exception). The needed information must be either observable or inferable from behaviour that is observable. The behaviour of interest must be: repetitive, frequent, or predictable, &, of relatively short duration. What are the 4 approaches to observation research: natural vs. contrived situations, natural environment: the observer plays no role in the behaviour of interest. Those being observed should have no idea that they are under observation: contrived environment: enables the researcher to better control extraneous variables that might have an impact on a person"s behaviour or the interpretation of that behaviour. The researcher does not have to wait for natural events to occur, but instead instructs the participants to perform certain tasks. Larger sample size/faster collection of target data amount. Disadvantage: artificial: not the same as in a real-world situation: open vs.
