In marketing and the social sciences, observational research is a social research technique that involves the direct observation of people and their behaviour in their natural setting.[1] It is a flexible research method as it does not require a hypothesis (a statement of what you expect to observe),[2] and observers can change their approach as needed.[1]
Content
1. When to Use Observational Research
2. How to Use Observational Research
3. Types of Observational Research
4. Effectiveness: Advantages and Limitations
5. References
1. When to Use Observational Research
2. How to Use Observational Research
3. Types of Observational Research
4. Effectiveness: Advantages and Limitations
5. References
When to Use Observational Research
Observation is a tool that is critical to the improvement and innovation of a new product or service. It should be used when looking to make changes to or develop a new product or service that has a human connection or interaction,[3] such as children's toys for example. This means that the focus needs to be on the actual behaviour rather than perceptions or understanding of more complex consumer decision making processes.[4] After the data is collected from the observations, adjustments should be reflected in the new product as soon as they are realized and fixed.[3]
How to Use Observational Research
The group of observers should begin their work by pretending to have no idea what the function of the product is or the way people use the product. This involves watching and learning the different ways in which people use the current product or those products similar to what is being created. It is important to recognize what people are thinking as well as why they do the things they do. In addition, it is also important to remember that people do not always use products in the way that they are intended to be used. The designers may have had one use in mind for the product when it was created; however, when watching it being put to use, it may have three uses. By watching these interactions, the observer can find many ways to improve their product and in turn, satisfy the needs of the customer.[3]
Types of Observational Research
There are two types of observational research: direct (reactive) observation and unobtrusive observation.
Direct (reactive) observation is when people are aware that they are being observed. The main issue with this type of observation is that people may react differently than normal. They might change their actions to what they think the observer wishes to see or react in such a way that their privacy is withheld; although, this may not necessarily be a bad thing. For example, the persons' behavior may reveal aspects of social desirability, how they feel about sharing their feelings in front of others, or privacy in a relationship.[2]
Unobtrusive observation is when people are not aware that they are being observed. Here, there is no worry for people reacting differently than normal; however, the main issue here is in regards to ethics. People may consider this type of observation as invasive of privacy without their informed consent.[2]
Effectiveness: Advantages and Limitations
The advantages of observational research:
- Allows for greater understanding of how people interact with products[3]
- Can discover new ways in which a product can be used[3]
- Data collected has greater reliability than secondary accounts (i.e. people saying they behave/act in a particular way)[4]
- Can only infer about consumer behaviour and not any cognitive processes[1]
- Difficult to generalize findings[1]
- People can react differently if they know they are being observed[3]
- Some observations cannot be evaluated properly and the observer may make discriminations[5]
References
1. "Observational Techniques." Wikipedia. Retrieved on May 20, 2008.
2. Brown, Laura. "Observational Field Research." Social Research Methods. Retrieved on May 20, 2008.
3. "Observational Research." Quality of Life. Retrieved on May 20, 2008.
4. "Observational Research." Asia Market Research. Retrieved on May 20, 2008.
5. Thomas, Jerry R., Nelson, Jack K., and Silverman, Stephen J.. "Weaknesses of Observational Research." Research Methods in Physical Activity. Human Kinetics. 2005. Retrieved from Google Books on May 21, 2008.
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