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Learn About Observation Research

We've grouped together all the information our site contains on Observation Research to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 41 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

House calls help Y&R understand consumers
New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.
Movie theater chain refines its research methods
AMC uses bend-back cards in 35 theaters annually to better understand the demographics and interests of its theater-goers.
Observation and monitoring of interviews
This article is an excerpt from a chapter of “Approaches to Developing Questionnaires,” a report by the U.S. Dept. of Commerce. The article examines the usefulness of observation and monitoring for the purpose of evaluating the questionnaire and related data collection procedures. It discusses such topics as respondent cooperation, interview flow, interview length, personnel and skill requirements, characteristics of individual questionnaire items, using forms to quantify observations, verbal interaction coding, interview training, the observation setting and cost considerations.
Customer observation: procedures, results, and implications
Researchers have multiple qualitative research tools at their disposal, including observation. This article aims to develop an awareness of observation as a research tool, to improve the level of skill in implementing observation, and to demonstrate its value for management information development.
Researchers can learn from ethnography
This article explores potential benefits of applying ethnography in qualitative research to understand the meaning of consumer behaviors.

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Recent Articles

Below are the 3 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Ethnography-based hybrid research stretches four continents to study workplace interaction
Herman Miller conducted a global hybrid research project to observe how people behave and collaborate in the office to inform new product development.
How to conduct values research in a qualitative setting
The authors explore the use of ethnography to understand consumer values, using a research project on TV news as an example of how values can affect product and service choices.
Forget exact science: Drawing conclusions from observational research
While most marketing research is observational in nature, we also conduct experimental research. Each has important advantages and disadvantages that are frequently overlooked and this article addresses them.

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