Chapter 6: Observational Research

Question 1

Qualitative vs. Quantitative approaches:

Answer 1

Quantitative Research: Experiments that express their results via numbers and stats

• uses experiments, surveys, structured interviews, & systemic observation
• Larger sample size

Qualitative Research: Experiments that focus on descriptive, non-numerical information (ie: behaviors, attitudes, motivations, etc)

Question 2

Naturalistic observation

Answer 2

Making observations of people in their natural setting over a period of time.

Techniques: observing, interviewing, surveying documents

Advantages: most useful when studying complex social settings

Limits:
- cannot be used to study all issues/phenomena.
- Field research is hard to do (time-consuming & uncomfortable)
- Unpredictable environment (ever changing events)

Question 3

Systematic Observation

Answer 3

Careful observation of one or more specific behaviors in a particular setting.

Techniques: Typically involves a carefully crafted coding system used to record behavior/data/observations.

Advantages: Observations are quantifiable

Issues:

• Coding systems – must have a good set of rules for categorizing behavior
• Equipment issues – faulty equipment, legal issues, bias observer
• Reactivity – behavior might be changed by knowledge of being observed
• Concealment –
• Fidelity: Difficult to obtain accurate descriptions and objective interpretation.
• Participant observation – ethical issues. But better for research. But taxing on the researcher. And more

Question 4

Coding Techniques

Answer 4

Coding methods:

• Prevalence
• Frequency
• Duration
• Intensity
• Categories of behavior