MARK 302 Chapter Notes - Chapter 5: Contrived, Mystery Shopping, Electroencephalography
8 Nov 2016
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Observation research - systematic process of recording occurrence patterns or be- haviors w/out normally communicating w/ people involved. Conditions for using observation: needed info must be either observable or inferable from behavior that is observable, behavior of interest must be repetitive, frequent, or in some matter predictable, behavior of interest must be of relatively short duration. Approaches to observation research: natural versus contrived situations, open versus disguised observation, human versus machine observers, direct versus indirect observation. Contrived lets researcher better control extraneous variables that might have impact on person"s behavior or interpretation of that behavior. Observed behavior might di(cid:125)er from natural, since arti(cid:128)cial. Open observation - process of monitoring people who know they are being watched. Appearance and behavior of observer o(cid:125)ers potential for bias similar to that associated with presence of interviewer in survey research. Disguised observation - process of monitoring people who don"t know they are being watched.
