MKT 500 Chapter Notes - Chapter 6: Neuromarketing, Group Dynamics, Internet Forum

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

Observation methods: techniques in which the researcher relies on their power of observation to obtain information: direct vs. indirect, covert vs. overt, structured vs. unstructured. Direct observation: observing behaviour as it occurs. Indirect observation: the researcher observes the effects or results of the behaviour rather than the behaviour itself: archives: secondary sources that can be applied to the present, physical traces: tangible evidence of some past event. Covert observation: the subject is unaware the they are being problem observed observed. Overt observation: when the respondent knows they are being. Structured observation: the researcher identifies beforehand which behaviours are to be observed and recorded; all other behaviours are ignored. Unstructured observation: places no restriction on what the observer notes. In situ observation: the researcher observes the behaviour exactly as it happens: mystery shopping. Invented observation: occurs when the researcher creates the situation.