Observation and Content Analysis Flashcards
what is a positive of observation ?
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
what are two negatives of observation ?
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
what is qualitative observation ?
when the observer records everything - lab or naturalistic
what is a positive of qualitative research ?
thematic analysis is first step - create behavioural categories
what is a negative of qualitative research ?
visible/eye-catching behaviours - most relevant ones might be missed
what is quantitative observation ?
behavioural categories and sampling methods
what are behavioural categories ?
objective methods to separate continuous stream of action into components. Behaviours are counted and so turns them into quantitative data.
what are two positives of using behaviour categories (quantitative observation) ?
1) systematic observations - mean important information not overlooked
2) categories can be tallied - so conclusions can be easily drawn
what are two negatives of using behaviour categories (quantitative observation) ?
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
what is event sampling ?
when you draw up a list of behavioural categories then count (tally) every time each behaviour occurs in a specified time period
what is a positive of event sampling ?
useful when a behaviour only happens occasionally
what is a negative of event sampling ?
observations may not be representative if the list of events is not comprehensive
what is time sampling ?
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
what is a positive of time sampling ?
allows for tracking of time-related changes in behaviour
what is a negative of time sampling ?
some behaviours missed if outside observation interval, reduces validity
what is a content analysis ?
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)
what are two positives of content analysis ?
1) high ecological validity - based on observations of what people actually do
2) analysis can be replicated - observation are tested for reliability also
what are two negatives of content analysis ?
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
