Author Question: Discuss the role of observation as a marketing research method and list the types of observable ... (Read 38 times)

Zoey63294 · **on:** Jun 28, 2018

Discuss the role of observation as a marketing research method and list the types of observable phenomena, giving an example of each.

Question 2

A relatively new physiological measurement technique that gauges emotional reactions as reflected in physiological changes in a person's voice is ___________________ _ analysis.
Fill in the blank(s) with correct word

peilian · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

In marketing research, observation is a systematic process of recording actual behavioral patterns of people, objects, and events as they happen. Observational studies gather a wide variety of information about behavior. Eight kinds of observable phenomena are listed in Exhibit 10.1:
(1) Physical activities: shopping patterns or television viewing
(2) Verbal behavior: sales conversations
(3) Expressive behavior: facial expressions
(4) Spatial relations and locations: traffic patterns
(5) Temporal patterns: amount of time spent shopping
(6) Physical objects: amount of newspaper recycled
(7) Verbal and pictorial records: content of advertisements
(

Neurological activity: brain activity in response to marketing stimuli

The examples are only suggestions, and students' examples will vary.

Answer to Question 2

voice-pitch
voice pitch