Unit 5 - Observation Flashcards
What is observation?
It is recording the behavioural patterns of people in a systematic way to obtain information about the phenomenon of interest. The observer does not communicate with the people being observed.
What is the difference between structured observation and unstructured observation?
Structured observation: where the researcher clearly defines the behaviour to be observed and methods by which they are measured
Unstructured observation: where the researcher monitors all relevant phenomena without specifications
Explain disguised and undisguised observation:
Disguised observation: respondents are unaware they are being observed
Undisguised observation: respondents are aware they are being observed
Explain natural and contrived observation:
Natural observation: involves observing behaviour as it takes place in the natural environment
Contrived observation: respondents’ behaviour is observed in an artificial environment
Name the different types of observation methods:
- Personal observation
- Mechanical observation
- Audit
- Content analysis
- Trace analysis
What is personal observation?
Human observers record the phenomenon being observed as it occurs (i.e. mystery shoppers).
What is mechanical observation?
Mechanical devices rather than human observers record the phenomenon being observed.
What is audit?
The researcher inventories the brands, quantities and package sizes of products in a consumer’s home.
What is content analysis?
The objective, systematic and quantitative description of the manifest content of a communication.
What is trace analysis?
An approach in which data collection is based on physical traces or evidence, of past behaviours.
What is ethnographic research?
Ethnographic research is the study of human behaviour in its natural context
Thus, both the questioning and observation methods are combined to understand the behaviour of consumers.
What is ethnography?
It is a type of social research. It is the examination of the behaviour of the participants in a given social situation and understanding the group members’ own interpretation of such behaviour.
