Exploratory Research

Exploring Research Methods

Introduction

This paper is a compilation of eight questions regarding various types of research and observation techniques that will likely be necessary to create a dissertation. Explanations will be given on such topics as naturalistic observation, coding, non-participant and participant observation, archival research, content analysis and other topics as well. Finally, this paper will provide actual real world examples for many of these topics.

What is naturalistic observation? How does a researcher collect data when conducting naturalistic observation research?

Naturalistic observation is a type of research that involves observation that does not allow for interference in situations such as the use of a new product (Schau, Muniz & Arnould, 2009). Also, this style of observation is often called “field work” or field observation in which the researcher actively takes notes regarding his observations (Cozby & Bates, 2012). Examples of this style of research that are marketing-related include observation of the use of the Apple Newton PDA, the Garmin GPS device, and a product called Jones Soda, for which 4.5 years of naturalistic observation took place (Schau et al., 2009). In this case, this organization gave out cans of soda at malls and school campuses where its products might typically be consumed (Schau et al., 2009).

The researchers then solicited consumer feedback for which this company took notes on multiple occasions during a 4.5 year period (Schau et al., 2009). This style of research also actively involves the consumer as consumers submitted 4,400 photos of themselves drinking these products, which were used in the marketing of Jones Soda products (Schau et al., 2009). Video and...

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...What is content analysis?

Content analysis is a systematic method used to analyze data (Cozby & Bates, 2012). Above we discussed systematic observation, which is a process of coding behaviors to chronicle what actually takes place in a given setting. Content analysis is used to quantify data that is found in documents. Sometimes it is easy to code the information, such as that found in marriage applications, but more often than not, it is more difficult to code information that comes from an advertisement, for example (Cozby & Bates, 2012). In the case of an ad, the data must be categorized in order to be coded (Cozby & Bates, 2012). Qualitative content analysis can be used to analyze data as well (Elo, Kaariainen, Kanste, Policki, Utriainen & Kyngas, 2014). This type of analysis is a systematic method to quantify qualitative phenomena (Elo et al., 2014).