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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.

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.
Observational research in a focus group setting
To get in-depth information about the ways people learn to assemble, install or use a product, the author suggests using a focus group setting that closely replicates an expected usage site. The author’s research with this technique found a variety of mechanical abilities among participants as well as a wide range of expectations about the experience and the impact such expectations have on the learning experience.
Trade Talk: A look at our new look; going ethno in San Fran
Background on the redesign of Quirk’s and a summary of highlights from the ethnographic research-related programming at the 2004 IIR Market Research Event.
Moen designs new showerhead after ethnographic research uncovers host of innovation opportunities
Moen conducted depth interviews, in-aisle research, observational research and hydrotherapist interviews to understand the beneficial effects of water on the body in research to improve its line of showerheads.
Seven rules for observational research: how to watch people do stuff
Observational research is becoming a popular method, yet many clients are not comfortable with it simply because they don't know how to get value from watching people. This article discusses seven rules for observational research that will help client and moderator alike.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

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.
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.
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.
Fusing ethnography and interrogational research into a new modality for health care research
Fusing ethnographic and traditional research methods can help health care researchers better understand patients’ viewpoints, uncover how treatment decisions are made and develop more effective positioning and messaging strategies.
How to obtain a 360-degree view of pharmaceutical usage
By combining ethnographic and other research methods, pharmaceutical firms can get a fuller picture of how patients use - or don’t use - the medications prescribed to them.

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