Marketing Research Principles, 2e
Putting Research Into Practice
Kenneth E. Clow and Karen E. James

Chapter 5

Observation Research
Videos
Clow James Marketing Research - Chapter 5 Videos

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Topic
Video Link
Title and Description (time)

Ethnographic ResearchClow James Marketing Research - Chapter 5 VideoClow James Marketing Research Video Lab - Chapter 4Ethnographic Research and Technology
Stacey Graiko presents a brief history of ethnography and then talks about how technology has changed the way it is conducted today. (4:29)
Clow James Marketing Research - Chapter 5 VideoClow James Marketing Research Video Lab - Chapter 4Case Studies in Ethnography
Produced by On-Site Research Associates, this video presents three case studies using ethnography. (5:42)
Human Observation Clow James Marketing Research - Chapter 5 Video
Clow James Marketing Research Video Lab - Chapter 4Shopping Insights
This video shows a research company filming shoppers then asking them to make comments as they watch their behavior. (7:28)

Text Analytics
Clow James Marketing Research - Chapter 5 Video
Clow James Marketing Research Video Lab - Chapter 4Next Generation Text Analytics
This video gives a brief history of text coding then explains the Next Generation Text Analytics. (4:29)
Social ListeningClow James Marketing Research - Chapter 5 VideoClow James Marketing Research Video Lab - Chapter 4Radian 6 Social Listening
The CEO of Radian6 talks about social media monitoring and how his company's software can be used to listen. (3:50)
Eye TrackingClow James Marketing Research - Chapter 5 VideoClow James Marketing Research Video Lab - Chapter 4iMotion Eye Tracking
iMotion uses this video to explain how its eye tracking system can be used for marketing research. (4:02)
Statistical ReportingClow James Marketing Research - Chapter 5 VideoClow James Marketing Research Video Lab - Chapter 4How to Create a Clustered Column Chart in Excel
This short video shows how to create a clustered column chart in Excel 2013 (0:58)

Statistical Review
Dealing with Data
Clow James Marketing Research - Chapter 5 VideoClow James Marketing Research Video Lab - Chapter 4Interpreting Percentages from a Cross-Tabulation Table in SPSS
This video shows how to interpret the percentages in a cross-tabulation table, and how to do a cross-tabulation in SPSS (4:15)
Clow James Marketing Research - Chapter 5 VideoClow James Marketing Research Video Lab - Chapter 4Clow James Marketing Research Video Lab Chapter 5Chi-Square Analysis in SPSS
This video explains how to conduct the chi-square test and how to interpret the results. (4:16)

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