Chapter 4 - Wilson Marketing Research

A data-gathering approach where information is collected on the behaviour of people, objects and organisations without any questions being asked of the participants.

Online material, such as comments, profiles, photographs and videos, that is produced by the end user.

A research approach that involves observing participants in a controlled setting.

A research approach involving observation where the participant does not know that they are being observed.

A research approach where observers use a record sheet or form to count phenomena or to record their observations.

A research approach involving observation of behaviour using automated counting devices, scanners or other equipment.

A research approach where the researcher interacts with the subject or subjects being observed.

A form of participant observation that uses researchers to act as customers or potential customers to monitor the processes and procedures used in the delivery of a service.

An examination and verification of the movement and sale of a product. There are three main types: retail audits; home audits; and wholesale audits.

Collecting sales information using electronic scanners reading barcodes at the checkouts of retailers and wholesalers. The information collected feeds into audits.

The procedures used in the measurement of the number of viewers watching a particular television programme. In the UK, around 5,100 households have electronic meters attached to their television sets to register when the set is turned on and to what channel it is tuned.

The collection, analysis and reporting of internet data for the purposes of understanding and optimising web usage.

Used in qualitative marketing research to enable clients and researchers to view respondent behaviour during a discussion. Behind the mirror is a viewing room, which consists of chairs for the observers and may contain video cameras to record the proceedings.

Used to determine the visual impact of new packaging when placed on shelves next to competitors’ products.

The use of equipment in the observation and recording of a person’s unconscious eye movements when they are looking at a magazine, a shop display or a website