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Research Test 1- Ch 7
Ch 7
12
Marketing
Undergraduate 3
09/27/2010

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Term
observation
Definition
-recording the behavior patterns of people as well as data on objects and events in a systematic manner to obtain information about the phenomenon of interest
-a way of watching you without knowing you're being washed
Term
personal observation
Definition
research strategy in which human observers record the phenomenon being observed as it occurs
Term
humanistic inquiry
Definition
special form of personal observation in which the researcher is immersed in the system under study
Term
mechanical observation
Definition
mechanical devices rather than human observers, record the phenomenon being observed
-respondents do not need to change their behavior in any way to be involved in this type of observational study
Term
advantages of personal
Definition
-most flexible
-highly suitable in naturaly settings
Term
disdvantages of personal
Definition
-high observation bias
-high analysis bias
Term
advantages of mechanical
Definition
-low observation bias
-low medium analysis bias
Term
disadvanatages of mechanical
Definition
-can be intrusive
-not always suitable in natural settings
Term
advantages of observation
Definition
-does not require conscious respondent participation, which minimizes nonresponse errors
-interviewer bias resulting from interaction with the respondent or subjective interpretation of the questionnaire is minimized
-the errors inherent in self-reported behavior are eliminated
-reactions of pets or small children can easily be measured
Term
disadvantages of observation
Definition
-doesnt tell the "why" only the what
-doesnt allow access to highly personal behaviors like hygiene
-individuals have a tendency to selectively observe only what they want to, might cause observer to overlook important info
-adopted for only frequent behaviors
Term
ethnographic research
Definition
the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews
-both the questioning and observation methods are combined to understand behavior
Term
mystery shopping
Definition
another form of descriptive research that combines both the questioning and observation methods
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