Questionnaires & quantative: observation (MR, unit 8)

Can be open/disguided, structured/unstructured

3 major categories of observation:

1) Indirect observation - 'home audit', investigate brands and products in home
2) Direct observation
Event must:

• occupy short period of time
• happen frequently
• be visible

3) Recording devices (lab = micro behaviour / natural = macro behaviour)

• Lab - psychogalvanometers (perspiration), eye cameras (attention), pupilometric cameras (visual stimulation)
• Natural
• manual - consumer diary (complete when behaviour occurs, not recall), detailed & onerous
• electronic - EPOS, audio & video recording, in-home scanning (pen scanner, other info can be keyed in too)
  

Adv: no reliance on guesses or honesty
Dis: not always feasible (no idea why chose product), labour intensive, attitudes can't be observed

RETAIL AUDIT - assess demand
- visit sample of shops to calculate sales (sales = original stock + deliveries) - final stock
- focus on larger shops with bigger range
- also enables competitor analysis

MYSTERY SHOPPERS - pose as genuine customer
Consider:

• suitable no. of shoppers, results may be affected by characteristics
• subjective observations inherent
• may need data collection training (subtly)
• credibility (e.g. financial services)