Technologies for observation in

Marketing research

PRESENTED BY :-
Anisha Sanghi
Anu Gupta
Kanika Jain
Naveen Rana
Priya Mehta
Rashi Shahi
 What is Observation ??
The systematic process of  Theobserver does not
recording patterns of attempt to manipulate the
occurrences or behaviors phenomenon being
without normally observed but merely
communicating with the
people involved. records what takes place.

e.g., Observing people For example, A

while shopping in a retail researcher might
store through CCTV.
record traffic flows in a
department.
 Observational techniques -

 Personal observation
 Mechanical observation
 Audits
 Trace analysis
 Content analysis
Mechanical observation

It involves machines and

devices taking
observation.
 Mechanical Observation …
 Occurs without
questioning or
communicating
with respondents.
Letting them
behave naturally
and drawing
conclusions from
their actions.
 Mechanical observation techniques -

 The Audimeter
 Voice pitch meters – Measures emotional reactions
 The Psycho-galvanometer
 Eye - tracking monitors –
 Oculometers – What the subject is looking at
 eye-cameras
 Pupilometers – how interested is the viewer
 Electronic checkout scanners– Records purchase behaviour
 CCTV
 AUDIMETER…

 Developed by A.C. Nielson

Company.
Audimeter is attached to each of
the TV sets or radio sets.
It is an electronic device to record
which particular channel is tuned to
by a household.
Or
A mechanical instrument or
device for monitoring television
usage and program choice.
 Audimeter…

This device automatically records-

 the time when the TV is switched on(and off);
 the channel watched;
 duration of watching ; and
 Instantly transmits the data to a central computer for
processing .

Marketing research firms use Audimeters attached to a

sample of TV sets to measure national exposure to TV
advertisements.
Advantages and disadvantages of Audimeter
Disadvantages –
 Limited viewer or listener attention.
 It could not assure who, if anyone, was listening or
watching to radio or TV respectively.
 Expensive.
Advantages –
 An Audimeter ensures a continuous flow of information
which is not possible in other methods.
 Complete objectivity in the information thus collected.
 It is possible to have a cumulative estimate of the audience.
 People Reader/meter…

 Recently AC Nielsen people meter is being

used to monitor television viewing behaviour.

Who is watching (main advantage)

What shows are being watched.
 Voice pitch meters…

 Measures emotional
reactions through physiological
changes in a respondents voice.

Changes in the relative

vibration frequency of the
human voice that accompany
emotional reaction are
measured with audio-adapted
computer equipment.
Limitations of voice pitch meters…

 No absolute criterion for normal voice

can be established.

 Time consuming.
 Psycho-galvanometer…

 Measures the extent of body excitement as a result of

the visual stimulus.
Skin electrical conductivity changes with excitement level.
It is almost like a lie detector.

For example, the Skin conductivity of people viewing an

ad will change based on how exciting or unexciting they
find that ad.
Advantage - Providing permanent record of the behaviour
observed.
Can u spot a fake?
 Eye-tracking monitors…

These equipments used to

ascertain precisely which
sections of an ad, product
packaging, promotional
display attract customers
attention and how much time
they spent looking at those
sections.
 Eye tracking monitors…

1) Oculometer - tells what

the subject is looking at.
2) Eye camera - used to
record the movement of
the eyes like in
newspaper.
3) Pupilometer - measures
changes in the diameter
of the pupils of the
respondents eyes.
 Eye tracking monitors….

Researchers in Marketing are interested in

eye-tracking data to study consumers' attention
to advertising, commercials, packages etc.
Eye-trackers can record the sequence of
points that people focus on as they read or
view an adv.
Pupilometery research can assess peoples
interest in what they are viewing.
Advantages and disadvantages of eye-
tracking monitors..
Disadvantages -
 Extremely time consuming to collect data.
Advantages -
Electronic checkout scanner…
CCTV…
 Biblography
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http://re7an.net/vb/archive/index.php/t-29831.html,

http://www.museum.tv/eotvsection.php?entrycode=acnielsen,

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 Biblography

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