|
For Marketing Learners Globally
HOME | LESSONS | THEORY | BTEC | MOBILE | VIDEO CHANNEL | GLOSSARY | MARKETING QUIZZES | CONTACT | LINKS | RESOURCES FOR SALE | MARKETING POWERPOINTS
Observational ResearchTweet
A simple way of collecting primary data is by observing your customer as they shop. Many retail firms design their layout of their stores by observing their customers, watching their shopping habits, and then deciding where to place products based on their observation.
Observation does not require any interaction with the customer and can therefore yield some good results, providing the respondents do not know they are being observed. In fact, observation is useful when the respondents do not want to provide information. However one major problem with observation is users views and opinions are not discovered because of this lack of interaction.
With technology today many firms now use CCTV cameras to observe customers as they shop. Footage from CCTV can be analysed by the organisation and then appropriate decisions about layout, store displays, shelf height etc can then be made.
Overall observational research can be effective, as long as it is used along side other forms of primary research.
Studying Management? Visit www.learnmanagement2.com
