Observation Method in Marketing Research
Metod posmatranja u marketinškim istraživanjima
Abstract
In this paper, the key features of obervation, as a specific research method that is used to research variouis social phenomena (including business and marketing), have been considred. The study focuses on the advantages and drawbacks of this method during its application. Also, an obervation method is compared to the other methods to collect data, especially to survey which uses recognizable measurement instruments (questionnarie and interview, first of all). This analyis has shown that observation, if it is conducted in a systematic way, may be a more objective method than the survey.
Apstrakt
Apstrakt: U ovom radu su razmotrene osnovne odlike posmatranja kao posebnog istraživačkog metoda koji se koristi u istraživanju najrazličitijih društvenih fenomena, uključujući i pojave iz domena poslovanja i marketinga. Težište rada je na analizi prednosti i nedostataka koje prate primenu posmatranja. Takođe, posmatranje je upoređeno sa tehnikama prikupljanja podataka u okviru metoda ispitivanja u kojima se koriste prepoznatljivi merni instrumenti (anketa i intervju). Analiza ove vrste pokazuje da učesničko posmatranje, ukoliko se obavlja na sistematski način, može biti objektivnije od od tehnike anketiranja.
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