Bài giảng Business Research Methods - Chapter 8: Observation Studies

Observation StudiesChapter 8Learning ObjectivesUnderstand . . . When observation studies are most useful. Distinctions between monitoring. nonbehavioral and behavioral activities Strengths of the observation approach in research design. Weaknesses of the observation approach in research design.Learning ObjectivesUnderstand . . . Three perspectives from which the observer- participant relationship may be viewed. Various designs of observation studies.Pull Quote“Today, scores of built-in sensors in Formula One cars continuously capture a multiplicity of variables—including RPMS, weather, road conditions, the angles on a track’s s-bends, wear on tires, to pit stop now or next lap—and process it into data for active simulation models that inform a drivers’ instantaneous decisions. Formula One racing today is as much about deriving Continuous Intelligence and decision-making as it is about engine speed and driving expertise.”John Chen, CEO,SybaseObservation and the Research ProcessSelecting the Data Collection MethodSelecting an Observation Data Collection ApproachResearch DesignHow?Where?Task DetailsWhat?(event or time)When?Who?Content of ObservationFactualInferentialIntroduction/identification of salesperson and customer.Credibility of salesperson. Qualified status of customer.Time and day of week.Convenience for the customer. Welcoming attitude of the customerProduct presented.Customer interest in product.Selling points presented per product. Customer acceptance of selling points of product.Number of customer objections raised per product.Customer concerns about features and benefits.Salesperson’s rebuttal of objection.Effectiveness of salesperson’s rebuttal attempts.Salesperson’s attempt to restore controls.Effectiveness of salesperson’s control attempt. Consequences for customer who prefers interaction.Length of interview.Customer’s/salesperson’s degree of enthusiasm for the interview.Environmental factors interfering with the interview.Level of distraction for the customer.Customer purchase decision.General evaluation of sale presentation skill.Data CollectionWatchingListeningTouchingSmellingReadingUsing ObservationSystematic planningProperly controlledConsistently dependableAccurate account of eventsObservation ClassificationNonbehavioral Physical condition analysis Process or Activity analysis Record analysisBehavioralNonverbalLinguisticExtralinguisticSpatialSelecting an Observation Data Collection Approach: NonbehavioralNonbehavioral ObservationRecord AnalysisPhysical Condition AnalysisPhysical Process AnalysisSelecting an Observation Data Collection Approach: BehavioralBehavioral Observation“We noticed people scraping the toppings off our pizza crusts. We thought at first there was something wrong, but they said, ‘We love it, we just don’t eat the crust anymore.”Tom Santor, Donatos PizzaSystematic ObservationEncoding observation informationStructuredSystematicTrained observersStandardized proceduresRecording schedulesFlowchart:Observation Checklist DesignMechanical/Digital Behavioral ObservationEye cameraPupilometerDevicesAudio recorderVideo cameraGalvanometerTachistoscopeObserver-Participant RelationshipDirect vs. indirect Known vs. unknownInvolved vs. uninvolved Extralinguistic ObservationVocalTemporalInteractionVerbal StylisticDesired Characteristics for ObserversConcentrationDetail-orientedUnobtrusiveExperience levelErrors Introduced by ObserversObserver DriftHalo EffectEvaluation of Behavioral ObservationStrengths Securing information that is otherwise unavailable Avoiding participant filtering/ forgetting Securing environmental context Optimizing naturalness Reducing obtrusivenessWeaknesses Enduring long periods Incurring higher expenses Having lower reliability of inferences Quantifying data Keeping large records Being limited on knowledge of cognitive processesKey TermsConcealmentEvent samplingHalo effectObservationDirectExtralinguisticIndirectLinguisticNonverbalParticipantSimpleSpatialSystematicKey TermsObservation checklistObserver driftPhysical condition analysisPhysical traceProcess (activity) analysisReactivity responseRecord analysisSpatial RelationshipsTime samplingUnobtrusive measuresAdditional Discussion opportunitiesChapter 8Research Thought Leader“Once a pattern becomes predictable, thebrain starts to ignore it. We get bored;attention is a scare resource, so why wasteit on something that’s perfectly predictable.”Jonah Lehrer neuroscientist and author,How We DecidePulsePoint: Research Revelation3The number of minutes the average cubicle dweller works before being interrupted by phone, e-mail, instant message, or social networking activities.PicProfile: BestBuy RedesignStore associates as observersEastern European ship workers as subjectsDisplay relocationIncreased salesSnapshot: Cutting Edge or Black BoxNeuroimaging techniquesBetter conceptual understanding of latent constructs of behaviorPET scanMagnetic resonance imagingSnapshot: Wal-Mart Implements RFID Labels“We can certainly understand and appreciate consumer concern about privacy. That’s why we want our customers to know that RFID tags will not contain nor collect any additional data about our customers. In fact in the foreseeable future, there won’t even be any RFID readers on our stores’ main sales floors.” Linda Dillman EVP & Chief Information OfficerWal-MartSnapshot: Eyes Have ItUnderstand peoples’ reactions to stimuliReveal the see-say gapCalibrated to your computerAnything presented on screen can be testedNo lab neededSnapshot: Physicians and PatientsReveal core emotional experiencesReveal motivations for parents’ decisionsVideo & audio observationRespect sensitivity of subject & environmentObtain parent consentLexus Observation at AutoshowSizeUSABody Measurement SystemPortable People MetersExtralinguistic ObservationVocalTemporalInteractionVerbal StylisticObservation StudiesChapter 8Photo AttributionsSlideSource35Courtesy of Lexus; Ingram Publishing10Rob MeInychuk/Getty Images11Blend Images/John Lund/Getty Images16Torok-Bognar Renata/Getty Images20©MBI/Alamy21McGraw-Hill Companies, Inc./Jill Braaten, photographer22Courtesy of Akron Children's Hospital and Marcus Thomas LLCSlideSource30Digital Vision/Punchstock31Courtesy of the National Institutes of Health33Nick Koudis/Getty Images34©LWA/Dann Tardif/Blend Images/Corbis35Courtesy of Lexus; Ingram Publishing38National Archives and Records Administration (NLS-WHPO-A-C584 (12))