人大商业研究方法第8版Chapter09.ppt

Chapter 9 Observation Studies Learning Objectives Understand . . . 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 Objectives Understand . . . three perspectives from which the observer-participant relationship may be viewed various designs of observation studies Exhibit 9-1 Observation and the Research Process Exhibit 9-2 Selecting the Data Collection Method Exhibit 9-3 Selecting an Observation Data Collection Approach Research Design Exhibit 9-6 Content of Observation Data Collection Using Observation Observation Classification Behavioral Nonverbal Linguistic Extralinguistic Spatial Nonbehavioral Physical condition analysis Process analysis Activity analysis Record analysis Exhibit 9-3 Selecting an Observation Data Collection Approach Behavioral 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 Pizza Systematic Observation Exhibit 9-5 Flowchart for Checklist Design Mechanical/ Digital Behavioral Observation SizeUSA Portable People Meters Observer-Participant Relationship Extralinguistic Observation Desired Characteristics for Observers Errors Introduced by Observers Evaluation of Behavioral Observation Strengths Securing information that is otherwise unavailable Avoiding participant filtering/ forgetting Securing environmental context Optimizing naturalness Reducing obtrusiveness Weaknesses Enduring long periods Incurring higher expenses Having lower reliability of inferences Quantifying data Keeping large records Being limited on knowledge of cognitive processes Exhibit 9-3 Selecting an Observation Data Collection Approach Wal-Mart Implements Use of RFID labels Key Terms Concealment Event sampling Halo effect Obser