observation Flashcards
observation=
data gained not by asking, but by observing behaviour (not necessarily literally ‘ observation’)
structured observation
preconceived ideas, looking for specific behaviour, may even develop testable hypotheses
unstructured observation
no preconceived ideas
disguised observation
(covert) PPs unaware of observation
undisguised observation
(overt) PP aware of observation, e.g. using eye tracking technology
natural observation
in a natural setting e.g. a supermarket
contrived observation
more like a laboratory
personal observation
person looking at another person: even through camera
mechanical observation
observed by a machine e.g. the number of people going through a turnstile in a library
participative observation
the observer interacts e.g. mystery shoppers
non-participative observation
observer observes the respondent but does not interact with them (most common)
advantages
- less respondent bias: respondents cannot easily distort or lie (e.g. people often lie about their reading habits such as newspapers)
- good for respondents who cannot be questioned e.g. animals and children
disadvantages
in purely observational methods, respondents cannot explain their behaviour
- ethical issues with disguised observation: people should be made aware of being PPs vs. if you observe someone you’re not really invading their privacy
