Kaizenlog

DATA COLLECTION

METHODS - OTHER THAN

SURVEYS….

Observation - Visible

-Hidden

Can also compile evidence from records or past

events

Use of complementary evidence eg focus groups

- Direct observation & recording (observer bias)

- ethical issues viz. human observation

Content Analysis eg. Analysing messages on newspapers etc

Mechanical Observation CCTV ETC; DATATRAK

Pupilometer; psychogalvanometer (galvanic skin

response)

Experimental Research

Test Marketing

Observation is scientific when

It serves a formulated research purpose

Is planned systematically

Is recorded systematically & related to more

general propositions

Is subjected to checks or controls

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