Question

What is observational research and what are some of the limitations of observational research? Why do some consumers resent marketing research and how can businesses entice these consumers to participate?

Answer 1

Soln. Observational Research - Organizational research is one of the non-experimental marketing & social science research techniques, which is based on observational behavior. It is based on direct phenomenal observation in their natural set up.Based on these observations, different data samples are collected for analysis and further manipulations. This research technique is quite flexible with the approach. Data are collected or observations are performed through below mentioned options -

• Covert Observational Research - Observers are not directly involved in the process and they observe it through some middleman
• Overt Observational Research - Researches are well identified and they introduce the purpose and their objectives
• Participant Observation Research - In this method, researchers participate in the observing activities to get contribution in the final phenomena

Limitations of observational research -

• The research method is constrained to behavioral variables
• This process involves exhaustive observations technique and hence it is time consuming
• Does not consider anything outside the scope of research and hence it is quite subjective and limited
• Researcher play the crucial roe in the research method and hence it is researcher's role dependent

Reasons for consumers to resent marketing research -

• Some consumers do not like to participate in the market survey due to time constraint
• Market researchers some times fail to answer the specific query of consumer, which makes them dissatisfied
• Too many companies follow the same approach and it makes redundant for the consumer to have it again and again
• Consumers like to see practical actions rather than being told and explained

Business can entice these consumers to participate by following methods -

• Researchers should focus on specific requirements of the consumers basis some group rather than making every consumer listen the same explanation
• Expert and experienced researchers should be involved in getting people into the research, so that they would be able to answer the consumer's queries effectively
• One to one interview should work well
• There should be practical and live actions to be shown to the consumers, to make it more happening
• Competitors analysis should be performed and research questions should be developed accordingly to make it new for the consumers rather than being redundant.