SOLUTION: RES 500 UGC Observational Techniques in Product Research Discussion

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STAGE 2; DATA COLLECTION DESIGN
OBSERVATION STUDIES
Chapter 7
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Learning Objectives
Understand . . .
When observation studies are most useful.
The distinctions between monitoringnonbehavioralandbehavioral activities.
The strengths of the observation approach in researchdesign.
The weaknesses of the observation approach in researchdesign.
The three perspectives from which the observer–participant relationship may be viewed in observationstudies.
The various designs of observation studies.
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Observationand theResearchProcess
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Factors Influencing Research Design
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Event Sampling
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Time Sampling
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Content of Observation
Fact
Inference
Introduction/identification ofsalesperson and
customer.
Time and day of week.
Credibility of salesperson. Qualified status ofcustomer.
Convenience for the customer. Welcoming attitudeof
the customer
Product presented.
Customer interest in product.
Selling points presented per product.
Customer acceptance of selling points of product.
Number of customer objections raisedper
product.
Customer concerns about features and benefits.
Salesperson’s rebuttal of objection.
Effectiveness of salesperson’s rebuttal attempts.
Salesperson’s attempt to restorecontrols.
Effectiveness of salesperson’s control attempt.
Consequences for customer who prefersinteraction.
Length of interview.
Customer’s/salesperson’s degree of enthusiasm forthe
interview.
Environmental factors interfering withthe
interview.
Customer purchase decision.
Level of distraction for the customer.
General evaluation of sale presentation skill.
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Selecting anObservationData
CollectionApproach
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Data Collection via Observation
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Simple Observation
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Systematic Observation
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Systematic Observation: Protocols
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Selecting
anObservationDataCollectionApproach:Behavioral
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Selecting an Observation DataCollection
Approach: Behavioral
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Some Mechanical/Digital Observation Tools
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Observer-Participant Relationship
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Linguistic Observation
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Extralinguistic Observation
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Some Studies of Spatial Relationships
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Selecting an Observation Data
CollectionApproach: Nonbehavioral
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Selecting an Observation Data
CollectionApproach: Nonbehavioral
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Nonbehavioral Observation
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Flowchart: Observation Checklist Creation
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Desired Characteristics for Observers
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Errors Introduced by Observers
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Evaluation of Observation
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Ethical Issues and Their Solutions
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Ethical Issues and Their Solutions
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Key Terms
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Key Terms

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