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Observational Techniques
► Observation The systematic activities of
Observation witnessing and recording the behavioral patterns
of objects, people, and events without directly
Techniques communicating with them.
► The main characteristic of all observational
techniques is that researchers must rely heavily
on their powers of observing rather than actually
communicating with people to collect primary
Dr. Anoop Kumar Gupta data.
MAIT ► The researcher depends on watching and
recording what people or objects do in many
1 different research situations. 2

Observational Techniques Observational Techniques

A lot of different information about the behavior of
۞Spatial Relationships and Locations (e.g., the
people and objects can be observed:
number of vehicles that move through a traffic
۞ Physical Actions (e.g., consumers’ shopping
light sequence or movements of people at a
patterns or automobile driving habits),
theme park),
۞ Expressive Behaviors (e.g., the tone of voice and
۞Physical Objects (e.g., which brand name items
facial expressions of respondents during a personal
interview), are purchased at supermarkets or which
make/model SUVs are driven), and so on.
۞ Verbal Behavior (e.g., telemarketing phone
conversations),
۞ Temporal Behavior Patterns (e.g., the amount of
time spent online shopping or at a particular
website), 3 4

Observational Techniques
► Employment of observational techniques requires two
elements:
۞a behavior or event that is observable
۞a system of recording it
► Recording the behavioral patterns of objects, people, or
marketing phenomena can be achieved by using trained
human observers or such devices as videotapes, movie
cameras, audiotapes
► Observation techniques cannot be used to capture
cognitive elements such as attitudes, preferences,
beliefs, or emotional elements of people such as
feelings or motivations.
5 6
Observation in Marketing Research
► In marketing research, observation is a
systematic process of recording behavioral
patterns of people, objects, and occurrences as
they happen.
► No questioning or communicating with people is
needed.
► Researchers who use observation method data
collection either witness and record information
while watching events take place or take advantage
of some tracking system such as checkout
scanners or Internet activity records.
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Conditions for using Observational
Techniques
Condition Brief Description
Current behavior patterns must be part of the data
Information
requirements.
Type of data Necessary data must be observable.
Data patterns must meet repetitiveness,
Time frame frequency, and predictability factors in a Pre-
specified time frame.
Behavior must be observable in some type of
Setting
public or laboratory setting.
Observation in Marketing Research
► These tracking systems can observe and provide
data such as whether or not a specific consumer
purchased more products on discount or at regular
price
► Or how much time a consumer spent viewing a
particular web page before either exiting or
clicking through to the next page i.e. time spent by
the viewer on the webpage.
7 8
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What Can Be Observed What Can Be Observed

► The observation method may be used to describe a

wide variety of behavior, but cognitive phenomena
such as attitudes, motivations, and preferences
cannot be observed.
► As a result, observation research cannot
provide an explanation of why a behavior
occurred or what actions were intended.
► Another limitation is that the observation period
generally is short. Observing behavior patterns that
occur over a period of several days or weeks
generally is too costly or even impossible. 9 10

The Nature of Observation Studies The Nature of Observation Studies

► Marketing researchers can observe people, objects,
events, or other phenomena using either human
observers or machines designed for specific
observation tasks.
► Human observation best suits a situation or
behavior that is not easily predictable in advance of
the research.
► Mechanical observation, as performed by
supermarket scanners or traffic counters, can very
accurately record situations or types of behavior
that are routine, repetitive, or programmatic. 11
► Human or mechanical observation is generally
unobtrusive, meaning no communication with a
respondent takes place.
► For example, rather than asking customers how much
time they spend shopping in the store, a supermarket
manager might observe and record the intervals
between when shoppers enter and leave the store.
► The unobtrusive or nonreactive nature of the
observation method often generates data without a
subject’s knowledge.
► A situation in which an observer’s presence is known to
the subject involves visible observation 12

The Nature of Observation Studies
► A situation in which a subject is unaware that observation
is taking place is hidden observation.
► Hidden, unobtrusive observation minimizes respondent
error. Asking subjects to participate in the research is not
required when they are unaware that they are being
observed.
► The major advantage of observation studies over surveys,
which obtain self-reported data from respondents, is that
the data are free from distortions, inaccuracies, or other
response biases due to memory error, social desirability
bias, and so on. The data are recorded when the actual
behavior takes place.
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Quantitative observation
► Quantitative observation techniques are extensively
used in descriptive research.
► The observer does not question or communicate with
the people being observed unless he or she takes the
role of a mystery shopper.
► Information may be recorded as the events occur or
from records of past events. Observational
techniques may be structured or unstructured,
disguised or undisguised. Furthermore, observation
may be conducted in a natural or a contrived
environment.
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Observation of Human Behavior
► Whereas surveys emphasize verbal responses, observation
studies emphasize and allow for the systematic recording of
nonverbal behavior.
► Toy manufacturers such as Mattel uses the observation
technique because children often cannot express their
reactions to products. By observing children at play with a
proposed toy, doll, or game, marketing researchers may be
able to identify the elements of a potentially successful product.
► Behavioral scientists have recognized that nonverbal behavior
can be a communication process by which meanings are
exchanged among individuals. Head nods, smiles, raised
eyebrows, and other facial expressions or body movements
have been recognized as communication symbols.
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Observation Methods Disguised
Versus Undisguised Observation
 In disguised observation, the respondents
are unaware that they are being observed.
Disguise may be accomplished by using one-
way mirrors, hidden cameras, or inconspicuous
mechanical devices. Observers may be
disguised as shoppers or sales clerks.
 In undisguised observation, the respondents
are aware that they are under observation.

Disguised versus undisguised
observation
► In disguised observation, the respondents are
unaware that they are being observed.
► Disguise enables respondents to behave naturally
because people tend to behave differently when
they know they are being observed.
► Disguise may be accomplished by using two-way
mirrors, hidden cameras or inconspicuous
electronic devices.
► Observers may be disguised as shoppers, sales
assistants or other appropriate roles.
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Relative advantages of observation
techniques
► The greatest advantage of observational techniques is
that they permit measurement of actual behavior rather
than reports of intended or preferred behavior.
► There is no reporting bias, and potential bias caused by
the interviewer and the interviewing process is eliminated
or reduced.
► Certain types of data can be collected only by
observation. These include behavior patterns which the
respondent is unaware of or unable to communicate. For
example, information on babies’ and toddlers toy
preferences is best obtained by observing babies at play,
because they are unable to express themselves
adequately. 19
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Disguised versus undisguised
observation
► One of the most widespread techniques of observation is
through the use of mystery shoppers.
► The mystery shopper takes the role of the ordinary ‘man or
woman in the street’, behaves just as a normal customer
would, asks the same sorts of questions a customer would
and leaves. Mystery shopping differs from conventional
survey research in that it aims to collect facts rather than
perceptions.
► In undisguised observation, respondents are aware that
they are under observation. Respondents may be aware of
the situation either by being told that an observer is in their
presence or by its being obvious that someone is recording
their behavior. 18
Relative disadvantages of observation
techniques
► The biggest disadvantage of observation is that the
reasons for the observed behavior may be difficult to
determine because little is known about the underlying
motives, beliefs, attitudes and preferences.
► For example, people observed buying a brand of cereal
may or may not like it themselves; they may be
purchasing that brand for someone else in the household.
► Observational data can be time consuming and expensive
to collect.
► It is also difficult to observe certain forms of behavior such
as personal activities that occur in the privacy of the
consumer’s home.
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