Developments in human observation methodologies
Published on 13. April 2007
105 pages
978-1-84663-417-8 (ISBN)
Description
The editors' intention with this e-book was to collect a set of papers which primarily look to the future of observational research in marketing, while remaining in some way cognizant of the rich history of observational research. To the editors, observational research is any research which collects empirical data not by questioning respondents, but by observing behavior and/or other forms of activity. In keeping with this, the papers which make up this special issue do not share a common epistemological or ontological basis, nor should they be expected to. Instead, what binds these papers together is the recognition that direct observation of human activity is a necessary and important methodology, even if it is not often the easiest or most resource-effective.
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Content
- Cover
- CONTENTS
- EDITORIAL ADVISORY AND REVIEW BOARD
- The past, present and future of observational research in marketing
- Access to reality: observations on observational methods
- Applications of functional magnetic resonance imaging for market research
- Mapping the mind for the modern market researcher
- The Mindcam methodology: perceiving through the native's eye
- Can managers use handheld technologies to support salespeople?
- The application of physiological observation methods to emotion research
- Book review
