Observation and Content Analysis

Question 1

what is a positive of observation ?

Answer 1

what people say they do is often different from what they actually do - so observations give a different take than self-report on behaviour and possibly greater validity

Question 2

what are two negatives of observation ?

Answer 2

1) expectations affect observation - observers may ‘see’ what they expect to see. observer bias
2) only some information given - no information on what people think

Question 3

what is qualitative observation ?

Answer 3

when the observer records everything - lab or naturalistic

Question 4

what is a positive of qualitative research ?

Answer 4

thematic analysis is first step - create behavioural categories

Question 5

what is a negative of qualitative research ?

Answer 5

visible/eye-catching behaviours - most relevant ones might be missed

Question 6

what is quantitative observation ?

Answer 6

behavioural categories and sampling methods

Question 7

what are behavioural categories ?

Answer 7

objective methods to separate continuous stream of action into components. Behaviours are counted and so turns them into quantitative data.

Question 8

what are two positives of using behaviour categories (quantitative observation) ?

Answer 8

1) systematic observations - mean important information not overlooked
2) categories can be tallied - so conclusions can be easily drawn

Question 9

what are two negatives of using behaviour categories (quantitative observation) ?

Answer 9

1) categories are limited - may not cover all possibilities, so it may have a low validity
2) poor design of categories - may also reduce reliability

Question 10

what is event sampling ?

Answer 10

when you draw up a list of behavioural categories then count (tally) every time each behaviour occurs in a specified time period

Question 11

what is a positive of event sampling ?

Answer 11

useful when a behaviour only happens occasionally

Question 12

what is a negative of event sampling ?

Answer 12

observations may not be representative if the list of events is not comprehensive

Question 13

what is time sampling ?

Answer 13

when you count behaviours at regular intervals (e.g. every 5 seconds or 8 minutes), or take a sample at different times of day or month

Question 14

what is a positive of time sampling ?

Answer 14

allows for tracking of time-related changes in behaviour

Question 15

what is a negative of time sampling ?

Answer 15

some behaviours missed if outside observation interval, reduces validity

Question 16

what is a content analysis ?

Answer 16

when behaviour is observed indirectly in written or verbal material (e.g. books, TV programmes). categories (themes) are identified (thematic analysis). then instances in each category counted (quantitative data)

Question 17

what are two positives of content analysis ?

Answer 17

1) high ecological validity - based on observations of what people actually do
2) analysis can be replicated - observation are tested for reliability also

Question 18

what are two negatives of content analysis ?

Answer 18

1) observer bias - reduces validity and objectivity of result
2) culture-biased - source material rooted in a culture and categories determined by culture of the observer