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Lecture Business research methods (12/e): Chapter 8 - Donald R. Cooper, Pamela S. Schindler

Chapter 8 - Observation studies. After studying this chapter you will be able to 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. | Observation Studies Chapter 8 1 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. 2 Learning Objectives Understand . . . Three perspectives from which the observer- participant relationship may be viewed. Various designs of observation studies. 3 Pull Quote “Today, scores of built-in sensors in Formula One cars continuously capture a multiplicity of variables—including RPMS, weather, road conditions, the angles on a track’s s-bends, wear on tires, to pit stop now or next lap—and process it into data for active simulation models that inform a drivers’ instantaneous decisions. Formula One racing today is as much about deriving Continuous Intelligence and decision-making as it is about engine speed and driving expertise.” John Chen, CEO, Sybase Observation and the Research | Observation Studies Chapter 8 1 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. 2 Learning Objectives Understand . . . Three perspectives from which the observer- participant relationship may be viewed. Various designs of observation studies. 3 Pull Quote “Today, scores of built-in sensors in Formula One cars continuously capture a multiplicity of variables—including RPMS, weather, road conditions, the angles on a track’s s-bends, wear on tires, to pit stop now or next lap—and process it into data for active simulation models that inform a drivers’ instantaneous decisions. Formula One racing today is as much about deriving Continuous Intelligence and decision-making as it is about engine speed and driving expertise.” John Chen, CEO, Sybase Observation and the Research Process 5 Selecting the Data Collection Method 6 Selecting an Observation Data Collection Approach 7 Research Design How? Where? Task Details What? (event or time) When? Who? 8 Content of Observation Factual Inferential Introduction/identification of salesperson and customer. Credibility of salesperson. Qualified status of customer. Time and day of week. Convenience for the customer. Welcoming attitude of the customer Product presented. Customer interest in product. Selling points presented per product. Customer acceptance of selling points of product. Number of customer objections raised per product. Customer concerns about features and benefits. Salesperson’s rebuttal of objection. Effectiveness of salesperson’s rebuttal attempts. Salesperson’s attempt to restore controls. Effectiveness of salesperson’s control attempt. Consequences for customer who prefers interaction. Length of interview. Customer’s/salesperson’s degree of enthusiasm for the interview. Environmental factors .