观察调查的基本原理

Rationale for observational investigations

Hello everyone, we also mentioned the second-hand data investigation and interview survey, but sometimes it is difficult for us to collect second-hand data for reference, or some confidential information related to the privacy industry, and it is difficult to pass the interview and investigation process. In these cases, we will It is necessary to adopt the method of observation and investigation. The observation and investigation method is a kind of on-the-spot investigation method that indirectly observes and records the ongoing market behavior and conditions through direct observation or with the aid of audio-visual ingestion equipment to obtain first-hand real information. . Observational surveys can help entrepreneurs understand the current market and assess product and financial viability.

Observation and investigation have three outstanding advantages. First, the information obtained through observation and investigation will not be affected by the subjective factors of the respondents, nor will the authenticity be affected by third-party recitations, and it is relatively objective information. The second is to obtain information about what is actually happening through observation, rather than a certain attitude or possibility. For example, customers express strong interest in new products in interviews and surveys, but when they really want to shop, due to the influence of environmental prices, mutual comparison and other factors, real purchase behavior may not occur. The third is that observation surveys can be repeated by changing conditions to conduct multiple observations, so as to understand the changes in consumption behavior under different conditions. For example, by changing the time and place of observation or the packaging price of products, we can observe the changes in shopping behavior.

The second common type of observation is direct observation and indirect observation. Direct observation means that the investigator directly goes to the scene to see the situation and activities of the observation object, while indirect observation means that the investigator uses some natural objects associated with the observation object. Things, social environment, behavior traces and other things are observed, so as to indirectly reflect the status and characteristics of the observed object. For example, observing the comments left by consumers, observing the consumption of books in bookstores, changes in the placement of goods in supermarkets, etc., investigators often use electronic information equipment to achieve indirect observation, such as using cameras to record consumers. Action routes in supermarkets, real-time monitoring of shopping websites, consumer web browsing records, etc., there are also some observation devices for various special purposes, such as eye trackers, which can observe consumers in specific products. What the eyes focus on in an ad.

We look at the advertisement poster of this sneaker, and through the eye tracker, we can observe whether the consumers participating in the survey can focus on the product that the surveyor wants when they see this poster. The more red part on the way, the more time and times the consumer's eyes stay. Judging from the results presented by the eye tracker, this poster not only uses some images other than the product to attract consumers' attention, but also can focus consumers' attention on the product and brand. A relatively successful product advertising poster.

There is also a special form of observation called the mystery shopper. Investigating is a method of observing the role of a customer and completing the entire consumption process, so as to observe the behavior and attitude of the service personnel and some other external factors that may be involved in the consumption process. This method is often used in the retail industry and service industry to observe the display of some decorative goods, price promotion methods, reception and service conditions of their own enterprises or competitors' enterprises.

In addition to the above common observation forms, there are also some observation forms that are less used in project evaluation, such as participatory observation, in which investigators directly join a certain group and participate in their various activities as internal members. There are various activities, observation in common life, and design observation, which refers to special observation by designing a certain environment, which is equivalent to an experiment in the market. Then the basic principles and common forms of observation surveys are introduced here. In the next section, we will take a look at the specific implementation process of the observation survey in combination with a case. Thank you for watching.

Observational surveys also have some shortcomings, which are mainly reflected in three aspects. First, the information that can be obtained by observational surveys is relatively limited. It is necessary to find locations where real behaviors can be observed, or to retain the carrier of information about things. If your project provides very innovative products and services, it may not be possible to observe the consumption process for reference. In addition, the reasons behind some events and behaviors are also difficult to obtain directly through observation. You certainly cannot observe the reasons behind whether consumers decide to buy after hesitation

Second, it is difficult to obtain large-scale data through observation and investigation. Large-scale observation requires many observers and takes a long time. Naturally, it is the subjectivity of observers. The choice of observation location and observation time may affect the conclusion of observation. . The advantages and disadvantages of the observation are usually applicable to two kinds of situations. One is to observe the situation of the number and state of people or things, such as the display of goods, the situation of sales, the evaluation of customer satisfaction, the personal characteristics of customers, etc. Wait. The second is to observe the shopping behavior and process, such as the customer's action route in the store, the activity area, their information consultation, shopping comparison and browsing records, etc.

There are many specific forms of observation and investigation according to different purposes. Let's learn several forms of observation that are commonly used in the evaluation process of new products and new projects. The first is structured observation and unstructured observation. Structured observation means that the observer formulates the scope, content and implementation plan of the observation in advance. According to the actual situation on site, randomly decide what to observe and how to observe.