Observation by 4Z22eGa6

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									Observation
  Chapter 8
             Observation
 What  is observation?
 Seven Kinds

 Limitations

 Two forms
  – Visible research
  – Hidden observation
 Advantages
    Human Behavior Trends
 Nonverbal   Communications
  – Low-importance transactions
  – High-importance transactions
         Direct Observation
 Responselatency
 Common errors
  – Observer bias
  – Accuracy
 Scientifically   Contrived Observation
  – Mystery shoppers
            Ethical Issues
 Privacy

 Entrapment
Observation of Physical Objects
 Physical-Trace   Evidence
  – Garbology
  – Inventory
  – Pantry Audit
           Content Analysis
 What   is it?
     Mechanical Observation
 Television   Monitoring
  – Nielsen
 Web   site
  – Page views
 Scanner-based    Research
  – UPC
 Scanner-basedConsumer Panel
 At-home Scanning Systems
Measuring Physiological Reactions
 Eye-tracking   Monitor
 Pupillometer

 Psychogalvanometers

 Voice-pitch   Analysis

 Problems

								
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