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Unit 3: Qualitative Research Methods- Observation - Coggle Diagram
Unit 3: Qualitative Research Methods- Observation
Introduction
Observes actions and behavior in market research.
Useful for understanding employee, consumer, investor behavior.
Involves watching activities in natural settings.
Definition and Purpose
Planned watching, recording, analysis, interpretation of behavior/actions.
Employed in various marketing research contexts.
Distinguished by control, group membership, structure, concealment.
Dimensions of Observation
Controlled vs. Uncontrolled Settings.
Participant vs. Nonparticipant Observation.
Structured vs. Unstructured Studies.
Concealed vs. Unconcealed Observation.
Controlled Observation
Conducted under arranged conditions.
Situational manipulation by researcher.
Can occur in lab or field.
Uncontrolled Observation
Observes natural course of events without interference.
Challenges in distinguishing causes of events.
Advantages of natural environment observation.
Participant vs. Nonparticipant Observation
Roles of researcher in data gathering.
Nonparticipant: Observes without involvement.
Participant: Engages in group activities.
Structured vs. Unstructured Observational Studies
Structured: Quantitative, systematic recording.
Unstructured: Qualitative, leads to tentative hypotheses.
Concealed vs. Unconcealed Observation
Concealed: Subjects unaware of being studied.
Unconcealed: Subjects informed about observation.
Ethical considerations in concealed observation.
Participant Observation
Combines participation and observation.
Varies from pure observation to complete participation.
Active participation involves engagement in group activities.
Advantages and Disadvantages of Observation
Direct method for gathering behavioural data.
Challenges in capturing cognitive thought processes.
Complements other data collection methods.
Time-consuming and resource-intensive.
Practical Challenges
Difficulty in capturing moods, feelings, attitudes.
Often used alongside interviews for comprehensive data.
Slow and tedious process.