Observations Flashcards
Observation involves
- Going into ‘the field’
- Watching what workers, bystanders and consumers do
- describing, analysing and interpreting what you have seen
Advantage of observations
It allows the researcher to gather behavioural data without asking questions
The data obtained through observation of events as they normally occur are generally more reliable and freer from respondent bias.
Disadvantages of observations
Only actions and behaviour can be observed
Observer bias: The tendency to see what we expect to see, or what we want to see.
Ethics: do you need consent to watch people’s behaviour?
Time-consuming
Controlled vs. uncontrolled observation
Whether the surrounding in which the observation takes places is altered for the sake of the observation
Participant vs non-participant observation
Whether the observer interacts in the observation
Structured vs non-structured observation
Whether the criteria that are noted in the observation are predetermined
Concealed vs. Unconcealed observation
Whether the participant knows they are being studied.
Complete participation of the researcher
The researcher lives/works with the subject under study and may conceal that he/she is an observer
Moderate participation of the researcher
The researcher observes the scene under study, maintaining a certain distance from it
Active participation of the researcher
The researcher does not conceal that he/she is an observer but explains that he/she is an observer
Coding schemes
Structured observation uses a coding method for data collection. Coding is using previously determined specific behaviours or actions that qualify as manifestations of the behaviour of interest
Advantages of a coding scheme
Coding allows for observations to be quantitative
Bring focus
Objective
Easy to use
Standard coding schemes
Simple checklist
Sequence record
Sequence record on time scale
