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Marketing Research Essentials, 9th Edition Instructor’s Manual
CHAPTER 7
Primary Data Collection: Observation
LEARNING OBJECTIVES
1. Develop a basic understanding of observation research.
2. Learn the approaches to observation research.
3. Understand the types of machine observation.
4. Appreciate how online tracking is changing and its growing use of social media.
5. Learn how virtual shopping environments are created and used in marketing research.
KEY TERMS
Observation research Neuromarketing
Open observation Electroencephalograph (EEG)
Disguised observation Galvanic skin response (GSR)
Garbologists Conversion
Ethnographic research Cost per impression (CPM)
Mystery shoppers
One-way mirror observation
CHAPTER OUTLINE
1. Nature of Observation Research
I. Observation Research
A. Observation Research Defined
II. Conditions for Using Observation
A. Three Conditions Needed to Conduct Observation Research
III. Approaches to Observation Research
A. Natural Versus Contrived Situations
B. Open Versus Disguised Observation
C. Human Versus Machine Observers
D. Direct Versus Indirect Observation
Copyright © 2016 John Wiley & Sons, Inc. 7-1

IV. Advantages of Observation Research

V. Disadvantages of Observation Research
2. Human Observation
I. Ethnographic Research
A. Ethnographic Research Defined
B. Advantages of Ethnographic Research
C. Conducting Ethnographic Research
D. Ethnography and Focus Groups
II. Mystery Shoppers
A. Mystery Shoppers - Defined
B. Four Basic Levels of Mystery Shopping
C. Objectives of the Mystery Shopper
III. One-Way Mirror Observations
A. One-Way Mirror Observations Defined
3. Machine Observation
I. Neuromarketing
A. Definition
B. Neuromarketing and Marketing Research
C. Electroencephalograph (EEG)
D. Galvanic Skin Response (GSR)
E. Eye Tracking
F. Facial Action Coding Service (FACS)
G. Gender and Age Recognition Systems
H. In Store Tracking
I. Television Audience Measurement and the Portable People Meter
J. TiVo Targeting
K. Cablevision Targeting
L. Symphony IRI Consumer Network
4. Tracking

A. Definition and Main Points

B. Your E-Reader is Reading You
C. Social Media Tracking
5. Observation Research and Virtual Shopping

I. Virtual Shopping Technology
A. Advantages
B. Collaboration with Retailers
6. Summary
CHAPTER SUMMARY
1. NATURE OF OBSERVATION RESEARCH
I. Observation Research
A. Observation Research Defined–the systematic process of recording the behavioral
patterns of people, objects, and occurrences without questioning or communicating with
them
Exhibit 7.1 Observation Situations
II. Conditions for Using Observation
A. Three conditions Needed to Conduct Observation Research:
1. Must be either observable or inferable from behavior that is observable
2. Must be repetitive, frequent, or in some manner predictable
3. Must be of relatively short duration.
III. Approaches to Observation Research
A. Natural versus Contrived Situations
1. Natural–those being observed should have no idea they are under observation.
The observer plays no role in the behavior of interest
2. Contrived–recruiting people to participate in an activity so that their behavior
can be studied

a. allows the researcher to better control extraneous variables that might

have an impact on a person’s behavior or the interpretation of that
behavior
b. primary disadvantage of a contrived setting is that it is artificial, and the
observed behavior may be different from a real-world situation
B. Open versus Disguised Observation
1. Open–Create bias, if people know they are being observed, they may behave
differently and can create the same type of bias that is associated with the
presence of an interviewer in survey research
2. Disguised–process of monitoring people who do not know they are being
watched–common form of disguised observation is observing from behind a one-
way mirror
C. Human versus Machine Observers

1. Human–actual person is watching the situation
2. Machine– observation can be done less expensively, more accurately, or more
readily–traffic-counting devices, movie cameras and audiovisual equipment,
electronic scanners–can provide more accurate and timely data
D. Direct versus Indirect Observation–most observation of current behavior is direct,
however, it is sometimes necessary to determine or observe past behavior.
1. Garbologists–are archaeologists who sort through people’s garbage to analyze
household consumption patterns
2. Pictures – used to see what people have done in certain situations (e.g.,
photographing kitchens) (Exhibit 7.2)
IV. Advantages of Observation Research
A. Advantages
1. First-hand information is not subject to many of the biasing factors associated
with survey approach, e.g. observing children and their toy selection
2. Some forms of data are gathered more quickly and accurately by observation
3. Scanners record purchases more accurately and is more efficient than asking a
shopper to enumerate them

V. Disadvantages of Observation Research

A. Disadvantages
1. Only behavior and physical personal characteristics usually can be examined.
The researcher does not learn about motives, attitudes, intentions, or feelings
2. Only public behavior is observed not private behavior
3. Present observed behavior is not projectable to future behavior
4. Can be time-consuming and costly if the observed behavior occurs rather
infrequently
2. HUMAN OBSERVATION
I. Ethnographic Research
A. Ethnographic Research Defined–the study of human behavior in its natural context,
involving observation of behavior and physical setting coupled with depth interviews to
obtain participants’ perspectives
1. Ethnographers, as “participant observers,” can use their intimacy with the
people they are studying to gain richer, deeper insights into culture and behavior
B. Advantages of Ethnographic Research
1. it is reality-based
2. it can reveal unexpressed needs and wants
3. it can discover unexploited consumer benefits
4. it can reveal product problems
5. it can show how, when, why and where people shop for brands
6. it can show who in the family uses the product (market segmentation)
7. it takes advantage of consumers’ experience and can demonstrate their ideas for
new products and product improvements
8. it can test new products in a real context
9. it can reveal advertising execution ideas that derive directly from consumer
experience
10. it can help form a better relationship with your consumers, based on an
intimate knowledge of their lifestyles
C. Conducting Ethnographic Research

1. Steps Needed to Conduct Ethnographic Research

a. First step–find an informant–a participant who can introduce the
researchers to a particular group of people and explain the meaning behind
the rituals, language, and general goings on
b. Second step–analyze and interpret all of the data collected to find
themes and patterns of meaning
c. Triangulation–process of checking findings against what other people
say and against similar research already conducted
PRACTICING MARKETING RESEARCH

As The World Works
Key Points:
• Primary purpose of the study was to bring to focus physical and virtual work behaviors.
• We worked with the customer contacts to determine which departments in their buildings
were best to observe.
• We were often given a desk to sit at as a home base. From there, we spent our time
watching employees’ interactions. Most employees didn’t pay any attention to us.
• We asked employees to use an interaction log, which is a one-page form with check
boxes, to chart the characteristics of interaction. A subsample of the participants,
typically 10-15 over two days, was asked to complete the log.
Online Survey:
• The online survey was administered to all workers at the customer sites. Our survey
gathered information similar to the interaction log. Employees were asked to think about
one of their most recent interactions. They were then presented six different types of
space and asked which typified where the interaction happened. The spaces were
depicted with photography from their own spaces and a written description. Once they
selected a space type they were asked about the characteristics of the interaction.
Focus Groups:
• We gathered eight-to-ten employees for focus groups at each site to help us better
understand what we were seeing. We explored their most favorite and least-favorite
spaces.

Video Diaries:
• Day-in-the-life video diaries captured employee interactions. Employees were asked to
find situations that might be insightful and in which they could tell us why they were
doing things the way they did.
Pictures:
• We took many pictures at each site to document the types of areas and the interactions
that took place within them.
Utilization Study:
• At the beginning of each site visit, we asked the company to provide floor plans of their
spaces. These were used to chart interactions.
• We captured characteristics of the interactions, such as how many people, technology and
work tools used and postures of the participants.
Results were rich:

• As one might expect, the building, its interior layout and its furnishings play a huge role
in how people interact in the work environment.
The Primary Drivers that determine where people go when an interaction needs to become
more formal are:
• Proximity
• Availability
• Technology
• Lightning
• Tools
QUESTIONS:
1) How might Herman Miller use these research findings?
Answers will vary by students. The findings could be used to create work spaces that
promote creativity and increase productivity.
2) Are there other research techniques that could have been used to obtain the same
information? If so, what are they?

The study used a variety of techniques, including observation, online surveys, video
diaries, pictures, etc. Hence, the approach was very comprehensive. Marketers could
have used a more descriptive approach, but it would not have provided all of the
qualitative insights provided by the study’s methodology.
3) Are there advantages to combining ethnographic research with other types of
research? If yes, describe those advantages.
Anytime descriptive research is combined with qualitative research, more insights are
gleaned from the results. The observational and online survey results are enriched by the
ethnographic techniques, giving researcher answers to “why” employees acted in a
specific manner.
D. Ethnography and Focus Groups

1. Both ethnography and focus groups are forms of qualitative research. Yet most
research clients see the two techniques playing different roles in the overall research
process.
II. Mystery Shoppers
A. Mystery Shoppers Defined–used to gather observational data about a store (e.g., are
the shelves neatly stocked?) and to collect data about customer–employee interactions;
they may also compare prices, displays, and the like
B. Four Basic Levels of Mystery Shopping
1. Level I–conducts mystery telephone call
2. Level 2–visits an establishment and makes a quick purchase; little or no
customer–employee interaction is required
3. Level 3–visits an establishment and, using a script or scenario, initiates a
conversation with a service and/or sales representative
4. Level 4–a visit that requires excellent communication skills and knowledge of
the product–home loan, purchasing a new car
C. Objectives of the Mystery Shopper
1. Measuring Employee Training–done in three phases
2. Preparing for the New Competition–evaluation of the strengths and
weakness which could then be addressed in a bid to stave off new competition

3. Monitoring the Competition–comparing one’s own store with that of a

competitors
4. Recognizing Good Employees–recognizing employees who provide customers
with outstanding service builds employee morale and better customer satisfaction
III. One-Way Mirror Observations

A. One-Way Mirror Observations Defined–allows clients to observe the
respondent/subject to be observed
B. Use of One-Way Mirrors in Observation Research
1. Used for focus groups
2. Used to observe users of products
3. Used to observe children at play
3. MACHINE OBSERVATION
I. NEUROMARKETING
A. Definition: Neuromarketing is the process of researching the brain patterns and
certain physiological measures of consumers to marketing stimuli. Brain patterns are
typically measured by electroencephalography (EEG) that records the brain’s electrical
activity. Functional magnetic resonance imaging (fMRI) measures the changes in the
flow of blood related to neural activity in the brain. Physiological measures include blood
pressure, heart rate, and sweating.
B. Neuromarketing and Marketing Research: Neuromarketing is a so-called
hot area in marketing research. It has both strong proponents and detractors. The
largest firm in the field is NeuroFocus, a Nielsen Holdings company. The firm has
invented a portable, wireless EEG that sends data directly to a remote laptop of
iPad. Consumers are paid to wear the device while watching TV, viewing ad or
product prototypes, watching movies or possibly shopping in a store or mall.
C. EEG: An EEG measures electrical activity in virtually real-time. An EEG can

capture virtually every neurological impulse that results from that single word:
ball. According to proponents, this is where neuromarketing exists – at the very

creation of an unconscious idea, in the wisp of time between the instant your brain
receives a stimulus and subconsciously reacts. There, data are unfiltered,
uncorrupted by your conscious mind, which hasn’t yet had the chance to formulate
and deliver a response in words or gestures.
D. Galvanic Skin Response (GSR)–measures changes in the electric resistance of the

skin associated with activation responses; also called electrodermal response. It is used
primarily to measure stimulus response to advertisements and sometimes used in
packaging research.
E. Eye Tracking– measures the rapid motion of viewers’ eyes—the subtle eyeball
vibrations that increase when we see something of interest.
1. Output from Eye Tracking:
a. Heat maps: highlight areas that users see most often.
b. Focus maps: similar to heat maps and show areas that are viewed most
often.
See Exhibit 7.3 A Heat Map, Focus Map and Key Performance Indicators for
an Allstate Direct Mail Piece
F. Facial Action Coding Services (FACS) 43 muscle movements responsible for all
human facial expression have been identified
1. 3,000 combinations of the muscle movements have been categorizing and the
emotions they convey
2. Using electrodes attached to the side of the mouth and above the eyebrow will
measure appeal, the electrodes attached to two fingers will measure “impact”
See Exhibit 7.4 Which One is Blowing Smoke?
G. Gender and Age Recognition Systems: NEC Electronics of Japan has developed
technology to recognize gender and approximate age of consumers. It has married this
system with digital signs that can be placed in malls, airports, and other heavily trafficked
public areas. Mall retailers, for example, can tailor their message to a person as they walk by.
The system can also count the number of persons who walked past the flat-panel digital signs
during any specific time period. NEC also has installed the recognition system in vending
machines in Japan. When a person stands in front of a vending machine, the system reads
a consumer’s profile. It then recommends snacks and drinks that fit the person’s profile.
H. In-store Tracking: In-store security cameras are now being used to track shopper
behavior. RetailNext takes video feeds from the security cameras and runs it through
proprietary software to track shoppers. Cameras can be combined with motion sensors to
determine, for example, how often a brand is picked up but not placed in the shopping
cart. A variation of in-store tracking is an iPhone app being tested by Neiman Marcus.
Shoppers download the app from iTunes and opt in to the service. Sensors are installed at
key entry points of the store, so when a shopper with the app passes within range, she’s
alerted to which of her preferred sales associates is in the store right now – plus new-
product arrivals, sales, fashion trends and upcoming store events. Shoppers can use the
app to make appointments or leave messages for associates; mark favorite products,
which are automatically shared with her favorite sales associates; and scan QR codes on
store signage for trend and product information. Neiman’s can synch her past purchase
data too, enabling sales associates to provide relevant, tailored recommendations.34
I. Television Audience Measurement and the Portable People Meter
The trend is away from traditional people meters to direct measurement from “set-top
boxes” (STB). These are the boxes installed by the likes of Direct TV, Dish Network, and
the cable companies to enable you to watch television programs. As the technology
develops, researchers will be able to tap second-by-second viewing habits of millions of
households.
J. TiVo Targeting: TiVo households have opted to have their personally-identifiable
viewing information collected, and they respond to monthly online surveys.
K. Cablevision Targeting: Cablevison can beam different ads to different set-top boxes,
even when they’re turned to the same channel. This technology figures out which
subscribers should see which ads by anonymously matching the names and addresses of
Cablevision’s subscribers with information provided by big data firms.
L. Symphony IRI Consumer Network
The Symphony IRI Consumer Network is a continuous household purchase panel that
receives purchasing data from the National Consumer Panel (NCP), a joint venture
between Symphony IRI and the Nielsen Companies. Households are recruited to the NCP
and given incentives to record all of their UPC-based purchases, with a hand-held in-
home scanning device.

4. TRACKING
A. Definition and Main Points:
1. Online tracking is fundamentally another form of observation research. The
objective is to deliver the right message to the right audience at the right time.
2. Whereas survey research lets researchers find out the “why” and “how”, tracking
(also called behavioral tracking), answers the “where,” “how much”, and “how
often” questions. Tracking helps close the gap between what consumers tell you
they think and what they intend to do and what they actually do
3. Traditional Internet tracking is via cookies. A cookie is a piece of text stored by a
user’s Web browser. It can be used for authentication, storing site preferences,
shopping cart contents, and other useful functions. Cookies can also be used for
tracking the Internet user’s Web browsing habits. A “flash cookie” is a cookie
placed on a computer via Adobe System’s popular Flash program. Using Flash is
the most common way to show video online.
4. Until recently, trackers have had a problem on how to track and target the same
consumer across multiple devices – desktops and laptops, smartphones, and
tablets. Cookies work well when a person is using one device like a laptop or
desktop. The trail is more difficult to follow when a user switches to a mobile
device. When someone frequently switches between, say a desktop and mobile
device, they are referred to as “digitally agnostic.”
B. Your E-Reader is Reading You

1. With 40 million e-readers and 65 million tablets in use in the US, Amazon, Apple,
and Google can easily track how far readers are getting in books, how long they
spend reading them, and which search terms they use to find books.
C. Social Media Tracking
1. One of the greatest advantages of social media research lies within tracking
research that monitors brand sentiment over discrete units of time. Because social
media data is tagged with times and dates, and because it is stored publicly online
until such time as the creator deletes it, historical data can be instantly available.

2. Understanding how consumers talk about a product, brand or service, or what

they expect delivers invaluable direction on how to create a successful marketing
mix. One company wanted to enter a product category that was new to them, yet a
logical extension of their brand. By using social media tracking, the firm could
see what people were paying about existing companies in the product category.
The researchers determined what was liked and disliked which helped play a role
in designing the new line extension.
3. Social Media Industry:
a. Facebook: for advertisers
i. Conversion Tracking
ii. Cost per impression
b. Pinterest: pinboard style photo sharing, which allows users to create and
manage theme-based image collections such as hobbies, interests, and
events.
c. Twitter: Twitter analyzes tweets, retweets, location, and people you follow
to determine which “Promoted Tweets” (ads) to inject into your timeline.
A member of Twitter can access his or her own tracking data.
5. OBSERVATION RESEARCH AND VIRTUAL SHOPPING

I. Virtual Shopping Technology: Advances in computer technology allow researchers to
simulate an actual retail store environment on a computer screen. The computer can
unobtrusively record the amount of time a virtual shopper spends on each product, the quantity
purchased, and the order in which items are purchased.
A. Advantages: Computer-simulated shopping environments offer a number of
advantages over older research methods.
1. First, unlike focus groups, concept tests, and other laboratory approaches, a
virtual store can duplicate the distracting clutter of an actual market.
2. Second, researchers can set up and alter the tests very quickly.
3. Third, production costs are low because displays are created electronically.

4. Fourth, the simulation has a high degree of flexibility. It can be used to test
entirely new marketing concepts or to fine-tune existing programs.
B. Collaboration with Retailer
Kimberly-Clark’s virtual testing lab uses a U-shaped floor-to-ceiling screen that re-
creates in vivid detail interiors of the big retailers that sell the company’s product and
combines it with a retina-tracking device. A separate area is reserved for real replicas of
store interiors, which can be customized to match the flooring, light fixtures, and shelves
of retailers such as Target Corp. and Wal-Mart Stores, Inc. Data collected in this fashion
makes it easier for Kimberly-Clark to sell retailers on the viability of new products.
6. SUMMARY
QUESTIONS FOR REVIEW AND CRITICAL THINKING

1. You are charged with the responsibility of determining whether men are brand-
conscious when shopping for racquetball equipment. Outline an observation research
procedure for making that determination.
Invite a group of men who are known to play racquetball to a room equipped with a one-way
mirror. Let them know that they are going to discuss racquetball equipment. Have several brands
of equipment in the room. Have a discussion guide available to prompt the questions if
necessary. Observe the way the men handle the equipment and talk about performance. Ask the
question, “If price were not an issue, what brand of racquetball equipment would you use?
Why?”
2. Fisher-Price has asked you to develop a research procedure for determining which of its
prototype toys is most appealing for 4- and 5-year-olds. Suggest a methodology for making
this determination.
Put three or four children in a room with the toys. Observe them from behind a one-way mirror.
Count the number of times a child goes back to a toy or the length of time the children play with
each one. Since children’s’ attention spans can be brief, those toys which are played with for the
longest period of time might be the most appealing. Also, carefully note the role of group
dynamics. Children are naively egocentric. They may want a toy simply because another child
wants it. If this is perceived to be a problem, the group of children may need to be narrowed to

one child at a time in the playroom. Another way to deal with the “mine” problem is to have
duplicates or even triplicates of the toys.
3. What are the biggest drawbacks of observation research?
One disadvantage of observation research is that only behavior and physical characteristics can
be examined. Also, only public behavior is observed. A researcher cannot determine how many
products are used or why they are used that way. Observed behavior may not be projectable to
the future. Just because a consumer makes a purchase or a decision today does not guarantee that
he or she will do the same tomorrow. Finally, observation research can be time-consuming and
costly if the observed behavior occurs rather infrequently.
4. Compare the advantages and disadvantages of observation research with those of survey
research.
With survey research, the researcher can collect a large quantity of data on many different
variables across many different buying situations. Also, with survey research the researcher is
not restricted to only observing behavior. The disadvantage of survey research is that behavior is
the hardest variable to measure; the inquiries are always post-hoc. With the observation method,
measuring behavior can be easily disguised. The respondent/subject goes about his/her normal
buying patterns without being asked a lot of questions. With survey research, respondents
sometimes are inclined to answer the way they think the researcher wants them to answer.
5. It has been said that “people buy things not for what they will do, but for what they
mean.” Discuss this statement in relation to observation research.
People often buy objects for social status, prestige, for what others think about their purchases,
and what it does for their self-concept. If we assume this hypothesis to be correct, then
observational research may be less useful because it produces data regarding external events
rather than internal motivations. Observation research could, however, be used in an attempt to
measure the effect of physiological arousal on product purchase, thereby providing a crude
measure of motives via internal psychological or emotional states.

6. How might a mystery shopper be valuable to the following organizations: (a) JetBlue
Airlines, (b) Macy’s Department Store, (c) H&R Block.
JetBlue Airlines – A mystery shopper could find out competitor’s pricing, flight schedule, types
of services rendered on specific short and long flights, compare first class service and coach
service, and check for punctuality. The mystery shopper could also judge JetBlue’s level of
service in comparison with the competitors.
Macy’s Department Store – A mystery shopper could check the knowledge and friendliness of
the sales representatives, the level of courtesy in the customer service area versus the
competition’s, the cleanliness of the store and its restroom facilities, and the convenience of store
layout. Also, a physically impaired shopper could test the ease of moving through the store. This
could aid the store in complying with the Americans with Disabilities Act.
H&R Block – A mystery shopper could determine the courtesy and knowledge level of the
employees, the effectiveness of service as it relates to the length of time required to prepare the
tax return, and compare prices in different locations of the company to ensure that equity exists.
7. Use ethnographic research to evaluate the dining experience at your student center.
What did you learn?
Responses will vary.
8. Describe how tracking research can benefit an online retailer.
Tracking allows the recording and analysis of consumer behavior as they surf the Web. What
sites did they visit? How long did they view each screen? What links did they click? Did they go
back to previous screens or did they tend to press ahead in their surfing? We can learn a lot about
consumers’ interests by looking at what they choose to see on their screens and how long they
look at it. This sort of information can be valuable to the online marketer because it tells us what
sort of Internet approach “works” best.
9. Do you think that virtual shopping will replace other forms of marketing research? Why
or why not?
Virtual shopping may reduce the need for large, expensive test markets and may provide a
complementary method to field studies, on-site studies, shop-along studies and the like. The key

is whether virtual shopping proves to be more predictive and instructive than existing methods.
Currently it is a method whose growth is perhaps driven as much by researchers’ access to new
technology as it is by a track record of insights and predictive validity.
10. Do you think in-store tracking is too intrusive? Why or Why not?
Responses will vary by student.
11. Were you aware of all of the types of information that social media gathers about you?
Are you comfortable with this? Do you like the fact that only ads of potential interest to
you will be shown?
12. Divide the class into teams of five. Each team should select a different retailer (services
are okay for mystery shopping.) Two members of the team should prepare a list of 10 to 15
questions to be answered. The remaining three members of the team should become
mystery shoppers with the goal of answering the questions created by the team. After the
shopping is complete, the team should combine its findings and make a report to the class.
Results will vary.
REAL-LIFE RESEARCH
Case 7.1—Eating Well and Doing Good
Key Points:
• The emergence of socially-responsible business models has changed the way
some consumers think about businesses but it has also changed the way
businesses think about consumers. Buy-one-give-one (BIGI) companies, for
example, give one product or an equal value in cash to charitable causes for each
one purchased, requiring the businesses to understand two different categories of
consumers: those who would normally consume their products and those who
may consume them due to the firms’ humanitarian model.
• This was one of the primary marketing challenges for 1-For-1 Foods, an Indiana-
based BIGI nutrition-bar start-up that retails in the greater Chicagoland area and
gives one bar to homeless shelters in the area in which each bar is purchased. 1-
For-1 Foods realized that its actual target market extended far beyond health and
fitness buffs to socially-conscious consumers who might not normally buy
premium nutrition bars.
• To better understand these different audiences and learn how they relate to
intersect, 1-For-1 Foods turned to Culture Concepts, a Milwaukee research

company, for some pro bono research help. As a young company, 1-For-1 Foods
didn’t have a very formidable marketing budget.
• So, to help reduce logistical and incentive costs while ensuring credible and
useful results, Culture Concepts proposed conducting a set of ethnographic
studies on larger groups of people and augmenting the results with online
ethnographic research.
• Using this approach, three separate studies were conducted.
o The first observed a group of avid nutrition-bar consumers on a hiking trip
and documented their conversations, habits and interactions with health-
food products.
o The second study observed owners of shoes sold by TOMS – a fast-
growing Los Angeles-based company that gives one pair of shoes to
underprivileged children for every pair purchased – socializing in public
and in private, paying particular attention to the value they placed on their
shoes and TOMS’ buy one-give-one model.
o The third study used a digital ethnographic approach that observed what
different peer groups of nutrition-bar consumers and TOMS shoes
consumers were saying about these products via social media. Highly
detailed profiles of the most active consumers of each product were
constructed using publicly available online information in order to capture
the other priorities of each set of consumers.
Questions
1. Do you think that 1-For-1 Foods has enough information to create a successful
marketing strategy? If not, what other questions need to be answered and what
research methodology should be used?
Responses will vary depending upon the student’s perception of what is needed to
create a successful marketing strategy. The results of the study certainly seem to have
created enough information for a promotional strategy, but for a marketing strategy
there would be a need for more hard projectable data, which would require a
quantitative study of some sort.
2. What other types of research could have been used to gather the insights uncovered
in the studies?
Focus groups alone or coupled with a follow up descriptive research project could have
produced similar results. However, both of the preceding invoke the artificial
environments of the focus group facility and the impersonal venue of the online
questionnaire.
3. Could this research have been done using tracking data and Google Analytics?
Why or why not?
4. Is a hiking trip a proper venue for ethnographic research? What about dinner at a
restaurant?
The lack of access to all of the technological tools caused some limitations. Most of the
documentation was hand-written, but mobile phones provided some video ability.
Results would depend upon the skills of those collecting the data. The restaurant
environment could also be used, as long as human behavior is directly observable. In
order to get humans to act and respond naturally, they need to be in natural settings.
Sometimes researchers have to work with the constraints imposed by the “natural”
settings in order to get consumers to respond in a natural manner.
5. Now that qualitative research has been done, should 1-For-1 Foods do quantitative
research? Why or why not?
If the goal is to product projectable results emanating from the qualitative efforts, then
quantitative research should be undertaken.

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Copyright © 2016 John Wiley & Sons, Inc. 7-1

IV. Advantages of Observation Research

Copyright © 2016 John Wiley & Sons, Inc. 7-2

A. Definition and Main Points

5. Observation Research and Virtual Shopping

Copyright © 2016 John Wiley & Sons, Inc. 7-3

a. allows the researcher to better control extraneous variables that might

C. Human versus Machine Observers

Copyright © 2016 John Wiley & Sons, Inc. 7-4

V. Disadvantages of Observation Research

Copyright © 2016 John Wiley & Sons, Inc. 7-5

1. Steps Needed to Conduct Ethnographic Research

PRACTICING MARKETING RESEARCH

Copyright © 2016 John Wiley & Sons, Inc. 7-6

Results were rich:

Copyright © 2016 John Wiley & Sons, Inc. 7-7

D. Ethnography and Focus Groups

Copyright © 2016 John Wiley & Sons, Inc. 7-8

3. Monitoring the Competition–comparing one’s own store with that of a

III. One-Way Mirror Observations

C. EEG: An EEG measures electrical activity in virtually real-time. An EEG can

Copyright © 2016 John Wiley & Sons, Inc. 7-9

D. Galvanic Skin Response (GSR)–measures changes in the electric resistance of the

Copyright © 2016 John Wiley & Sons, Inc. 7-11

B. Your E-Reader is Reading You

Copyright © 2016 John Wiley & Sons, Inc. 7-12

2. Understanding how consumers talk about a product, brand or service, or what

3. Social Media Industry:

a. Facebook: for advertisers

5. OBSERVATION RESEARCH AND VIRTUAL SHOPPING

Copyright © 2016 John Wiley & Sons, Inc. 7-13

QUESTIONS FOR REVIEW AND CRITICAL THINKING

Copyright © 2016 John Wiley & Sons, Inc. 7-14

3. What are the biggest drawbacks of observation research?

Copyright © 2016 John Wiley & Sons, Inc. 7-15

Responses will vary.

8. Describe how tracking research can benefit an online retailer.

Copyright © 2016 John Wiley & Sons, Inc. 7-16

Responses will vary by student.

Responses will vary by student.

Results will vary.

Copyright © 2016 John Wiley & Sons, Inc. 7-17

Copyright © 2016 John Wiley & Sons, Inc. 7-19

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