Question

What is the purpose of using direct personal observation when conducting in market research

Answer 1

Observational Technique Definition

Observational marketing research is a qualitative method of collecting and analyzing information obtained through directly or indirectly watching and observing others in natural or planned environments. It is often the first, and sometimes only, step in developing a marketing plan or project. Social research techniques, observational research methods may be done covertly or overtly to obtain the best, most efficient results. Additionally, researches may participate in the experience to provide a more informed report.

Advantages of Observational Techniques

There are many advantages to utilizing observational techniques when conducing marketing research for your small business. During observation only, subjects often behave more naturally and do not purport to demonstrate their "ideal selves" instead of their true actions. Recall error is not a problem when conducting observational research. In clinical settings, behaviors are reported in relationship to activities or other stimuli. In observational research done in natural settings, subjects are reported as doing exactly as what was observed. Observational research can be modified to obtain the best results possible, if necessary. For instance, if one cannot see clearly enough from a particular location, he may choose to move to a closer observing spot. Observational techniques often provide the only way to conduct certain research, such as determining the number of shoppers visiting a store or the behavior of children.

Disadvantages of Observational Techniques

While observational techniques have many advantages, they also have some faults, too. Researchers have no control over the situations and environments typically used in observational research. Additionally, observational research is time consuming. One must have patience and time to devote to watching a set number of individuals or settings to obtain the information necessary. Researchers may also become distracted while observing, which can taint the results of the research.

Examples of Observational Techniques

Several common examples of observational marketing techniques exist and are used frequently. Perhaps, one of the most common ways researchers use observational techniques is through cookies on computers, used to track users' web views and visits. Focus groups utilize observational techniques, as does the Nielson ratings used to track popular viewing habits of television programs. Transportation departments use observational research to conduct traffic counts and usage patterns. Many retail marketers use observational techniques when they count license plates in parking lots, record purchasing behavior through bar-coded transactions and observe package scrutiny and preference.