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10 Cards in this Set
- Front
- Back
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define observation? |
a systematic process of recording the behavioural patterns of people, objects and occurences as they are witnessed |
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we can observe (6) |
human behaviour verbal behaviour expressive behaviour physical objects non verbal symbols spatial relations |
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structured observation advantages |
can be delegated easily coded 1st hand info |
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structured observation disadvantages |
time consuming limited to what you see slow / expensive |
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covert observation |
by humans (CCTV
by machines - weblogs, counters |
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ethnographic research define |
study of human behaviour in its natural context, obs of behaviour and physical setting |
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advantages of ethnographic research |
reality based reveal unexpressed needs form a more intimate relationship w consumrs |
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mystery shoppers |
good at being diagnostic tool recongising good employees monitoring the competiton |
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machine observation |
neuromarketing eye tracking facial coding TV audience measurement |
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web based obvs |
monitors consumers movement to target ads to an individual preference click through rates |
