You Can Observe a Lot Just by Watching: Using Videography in a Retail Setting to Teach Observational Research Methods

Abstract

This teaching innovation involves the hands-on use of video recording and production technology to facilitate learning observational marketing research methods and techniques. While observation as a research method is growing in popularity in business and marketing, videography is becoming one of the most highly utilized ways to collect and analyze observational data. This allows consumer behavior to be captured in real life and time contexts. Additionally, because video technology enables such things as repeated playback and slow motion, videography facilitates detailed, insight rich analysis. With the widespread availability and affordability of video recording technology it is now possible to incorporate technology-based research techniques and projects into the course curriculum. In order to demonstrate how student learning can be facilitated using videography, this project draws on the concept of the “transition zone” as described in Paco Underhill's (2000) Why We Buy: The Science of Shopping to teach students cutting-edge observational market research methods that are becoming essential to those in industry.