Technologies for observation in Marketing research

PRESENTED BY :-

Anisha SanghiAnu GuptaKanika JainNaveen RanaPriya MehtaRashi Shahi

What is Observation ??

The systematic process of recording patterns of occurrences or behaviors without normally communicating with the people involved.

e.g., Observing people while shopping in a retail store through CCTV.

The observer does not attempt to manipulate the phenomenon being observed but merely records what takes place.

For example, A researcher might record traffic flows in a department.

Observational techniques -

Personal observation Mechanical observation Audits Trace analysis Content analysis

Mechanical observation

It involves machines and devices taking observation.

Mechanical Observation …

Occurs without questioning or communicating with respondents.Letting them

behave naturally and drawing conclusions from their actions.

Mechanical observation techniques -

The Audimeter Voice pitch meters – Measures emotional reactions The Psycho-galvanometer Eye - tracking monitors –Oculometers – What the subject is looking ateye-cameras Pupilometers – how interested is the viewer Electronic checkout scanners– Records purchase behaviour CCTV

AUDIMETER…

Developed by A.C. Nielson Company.Audimeter is attached to each of the TV sets or radio sets. It is an electronic device to record which particular channel is tuned to by a household.

Or A mechanical instrument or device for monitoring television usage and program choice.

Audimeter…

This device automatically records- the time when the TV is switched on(and off); the channel watched; duration of watching ; and Instantly transmits the data to a central computer for processing .

Marketing research firms use Audimeters attached to a sample of TV sets to measure national exposure to TV advertisements.

Advantages and disadvantages of Audimeter

Disadvantages – Limited viewer or listener attention. It could not assure who, if anyone, was listening or

watching to radio or TV respectively. Expensive.

Advantages – An Audimeter ensures a continuous flow of information

which is not possible in other methods. Complete objectivity in the information thus collected. It is possible to have a cumulative estimate of the audience.

People Reader/meter…

Recently AC Nielsen people meter is being used to monitor television viewing behaviour.

Who is watching (main advantage)What shows are being watched.

Voice pitch meters…

Measures emotional reactions through physiological changes in a respondents voice.

Changes in the relative vibration frequency of the human voice that accompany emotional reaction are measured with audio-adapted computer equipment.

Limitations of voice pitch meters…

No absolute criterion for normal voice can be established.

Time consuming.

Psycho-galvanometer…

Measures the extent of body excitement as a result of the visual stimulus.Skin electrical conductivity changes with excitement level.It is almost like a lie detector.

For example, the Skin conductivity of people viewing an ad will change based on how exciting or unexciting they find that ad.Advantage - Providing permanent record of the behaviour observed.

Can u spot a fake?

Eye-tracking monitors…

These equipments used to ascertain precisely which sections of an ad, product

packaging, promotional display attract customers

attention and how much time they spent looking at those

sections.

Eye tracking monitors…

1) Oculometer - tells what the subject is looking at.

2) Eye camera - used to record the movement of the eyes like in newspaper.

3) Pupilometer - measures changes in the diameter of the pupils of the respondents eyes.

Eye tracking monitors….

Researchers in Marketing are interested in eye-tracking data to study consumers' attention to advertising, commercials, packages etc.Eye-trackers can record the sequence of points that people focus on as they read or view an adv.Pupilometery research can assess peoples interest in what they are viewing.

Advantages and disadvantages of eye-tracking monitors..

Disadvantages - Extremely time consuming to collect data.Advantages -

Electronic checkout scanner…

CCTV…

http://www.buseco.monash.edu.au/mkt/dictionary/aaa.html,

http://re7an.net/vb/archive/index.php/t-29831.html,

http://www.museum.tv/eotvsection.php?entrycode=acnielsen,

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http://www.proprofs.com/flashcards/tableview.php?title=mass-media-advertising,

http://books.google.co.in/books?id=0o7StYCy130C&pg=PA452&lpg=PA452&dq=audimeter+advantages&source=bl&ots=oMz7zJMDwT&sig=4w3eeYur-b-9Mp5m4Tq2m9f08sQ&hl=en&ei=UI1CTZ6KGcPnrAev5uwY&sa=X&oi=book_result&ct=result&resnum=5&ved=0CC4Q6AEwBA#v=onepage&q&f=false,

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Biblography

Biblography

http://books.google.co.in/books?id=TKb8iORscegC&pg=PA204&lpg=PA204&dq=oculometers+in+market+research&source=bl&ots=xSwXFVPdbT&sig=7UB7whL9Ip_5FpIYr4OxOU2uqp8&hl=en&ei=TQ9DTeGsCo7QrQeHvKFK&sa=X&oi=book_result&ct=result&resnum=1&ved=0CBgQ6AEwAA#v=onepage&q=oculometers%20in%20market%20research&f=false,

http://www.absoluteastronomy.com/topics/Observational_technques,

http://books.google.co.in/books?id=xkLldZ5GuhcC&pg=PT146&lpg=PT146&dq=oculometers+in+market+research&source=bl&ots=A2fTxsCDUT&sig=oh9xoSswk7so_Bjoa895R70NcUQ&hl=en&ei=TQ9DTeGsCo7QrQeHvKFK&sa=X&oi=book_result&ct=result&resnum=2&ved=0CBsQ6AEwAQ#v=onepage&q&f=false,

http://www.cengage.com/marketing/book_content/1439080674_zikmund/book/ch11.pdf,

http://medicalba.com/node/24