Observation method in marketing research

Observation: A Complex Research Method

As an ethnographic research method, observation has a long history. The value of observation is that it permits researchers to study people in their native environment in order to understand “things” from their perspective. Observation requires the researcher to spend considerable time in the fi eld with the possibility of adopting various roles in order to gain a more comprehensive understandi...

"Paradigms Lost": On Theory and Method in Research in Marketing

Qualitative research method-interviewing and observation

Address for correspondence: Dr. Shazia Jamshed, Department of Pharmacy Practice, Kulliyyah of Pharmacy, International Islamic University Malaysia, Kuantan Campus, Pahang, Malaysia. E‐mail: [email protected] Buckley and Chiang define research methodology as “a strategy or architectural design by which the researcher maps out an approach to problem‐finding or problem‐solving.”[1] According ...

Humanistic Inquiry in Marketing Research: Philosophy, Method, and Criteria

“Saying is one thing; doing is another”: the role of observation in marketing research

In comparison to other techniques of data collection, observation rarely appears as a research methodology in the marketing literature: this may be because the technique is regarded as time-consuming or as delivering data which lack the depth and qualitative richness of other research methodologies. In this article, the authors attempt to demonstrate that this is not the case. Far from providin...