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Observational Research in Advertising, Marketing, and Branding: Academic and Theoretical Reviews From Industry Perspectives
Abstract
In Indian market research industry, historically qualitative techniques are less prominently used as a measure of marketing decisions as compared to their quantitative counterparts. This is attributed to a multitude of reasons – sample sizes and representation being two of the more prominent ones. However, qualitative research is rapidly gaining popularity and relevance as the consumer turns more evolved and media literate. Thus, observational research has slowly started to gain acceptance as a reliable methodology, however, sparse its adoption may be in the current scenario. There is a little work that collates the advantages of observation and prescribes ways in which new technology can be embedded for better elicitation and actionable insight especially when it concerns the Indian market. This chapter explores the existing academic and theoretical constructs, real life experiences of industry experts and attempts to elucidate the various advantages of the observational approach, the limitations and explore possible ways the entire market research experience can be enhanced.
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