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Seven Rules For Observational Research

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Issue:

Miscellaneous

 

Written by:

Danielle L

 

Date added:

February 9, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

11 / 2958

 

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8968 times

 

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Essay content:

Yogi Berra's famous line that "You can observe a lot just by watching" is widely acknowledged, but observation remains the most under-utilized qualitative technique in marketing research. One of the reasons seems to be that many clients (and researchers) just don't know how to get value out of watching...
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Nothing sours people on a good approach more permanently than a few "interesting but useless" projects. Learning from watching is, in fact, hard. If you ask a not-very-deep question in a focus group, you still may get a deep and revealing answer. But if you don't know how to think about what you'll see when you watch normal people doing stuff, you won't learn much from it...
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