ZABANGA Marketing

Observation

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There are occasions when it is more useful to observe behaviour than to interview the respondent about it. Observation is usually used to complement other research methods in marketing research, rather than being used alone, as this method can identify patterns of behaviour, but cannot provide information on the reasons behind that behaviour. There are a number of methods available for the observation of behaviour, as follows.

Personal observation

The researcher observes behaviour and records it as it occurs. The skill and the objectivity of the researcher play a key role in the collection of unbiased data. The audit data are collected by taking an inventory of certain products or brands at the premises (at home or office) of the respondent.

This type of ethnographic research (observing respondents in natural settings, e.g. observing fashion buyers at trade fairs) is particularly useful in fashion marketing research. Methods such as accompanied shopping can provide insight into the processes by which decisions are made. Using this method the researcher would accompany the respondent on a shopping trip, often following a prior discussion of the process in the respondent's home, observe the respondent and often use direct questioning to gain insight into underlying reasons for certain behaviour, e.g. why certain products attracted the a respondent's attention. This is a useful tool for store layout research i and evaluation of point-of-sale displays. Wardrobe analysis is another

3 observational method employed by many image consultants. Here r existing garments and accessories that constitute a respondent's e wardrobe are examined. This is combined with information on work g and lifestyle needs to provide advice on how best to build on existing outfits and to expand the wardrobe to obtain a desired image. Some companies also offer this service online.

Mechanical observation

Recording devices may be used either in laboratory settings or in natural settings. In the laboratory, devices such as the psychogalvanometer are used to measure the respondent's level of perspiration (and so the level of arousal) following exposure to an advertisement or other stimuli. Other devices include the eye-movement camera that detects the movement of the eye over an advertisement, identifying the visual aspects of the advertisement that gain attention. In natural settings, in-store video cameras may be used to record behaviour, with the film being used later for analysis such as researching store layout.