Observation Research Method

By

Prof. Nazrul Islam, MBA, PhD

 Learning Objectives

1. What is observation method of research?

2. Types of Observation Research Methods
3. Advantages and Disadvantages of Observation Research Methods
4. Participant Observation and Nonparticipant Observation
5. Scientific Observation and When is Observation Scientific
6. Observation Context
7. Types of Observation Phenomena/What is Observed?
8. Categories of Observations
9. Human Observation and Its Merits and Demerits
10. Questions and Answers
 What is Observation Research Method?

1. Observational research is a qualitative research

method where the target respondent/subject is observed
and analyzed in their natural/real-world setting.
2. Observation is a way of collecting data
through observing.
3. Observation data collection method is classified as a
participatory study, because the researcher has to
immerse himself/herself in the setting where his/her
respondents are, while taking notes and/or recording.
4. Observational research typically provides qualitative
data as the researcher is observing the subject in their
natural setting.
Types of Observation Research

1. Participant Observation
2. Non-participant Observation
 Advantages and Disadvantages of
Observation Research
“You See, But You Do Not Observe” - Sherlock Holmes.

Advantages
1. Communication with respondent is not necessary
2. Data without distortions due to self-report (e.g.: without social desirability)
Bias
3. No need to rely on respondents’ memory
4. Nonverbal behavior data may be obtained
5. Certain data may be obtained more quickly
6. Environmental conditions may be recorded
7. May be combined with survey to provide supplemental evidence

Disadvantages
1. Cognitive phenomena cannot be observed
2. Interpretation of data may be a problem (e.g. misinterpretation)
3. Not all activity can be recorded
4. Only short periods can be observed
5. Observer bias possible (e.g. selective perception)
6. Possible invasion of privacy
 Advantages and Disadvantages of
Participant Observation
Merits of Participant Observation
•Observation of natural behaviour
•Closeness with the group
•Studying the real character
•Better understanding
•Participation provides opportunity to learn more about the event
Disadvantages of Participant Observation
•Lack of objectivity
•Often close association brings biased interpretation
•Misses important issues due to familiarity
•Limited range of experience
•Involvement in groupism
•Limits of participant observation (not possible to observe criminals)
 Advantages and Disadvantages of
Nonparticipant Observation
Merits of Nonparticipation Observation
•Objectivity and neutrality
•Command, respect and cooperation
•More willingness of the respondent
•Careful analysis
•Freedom from goupism

Disadvantages of Nonparticipant Observation

•Subjectivity
•Inadequate observation
•Unnatural and formal information
•Inconvenience to the respondents
 Scientific Observation
The systematic process of recording the
behavioral patterns of people, objects,
and occurrences without questioning or
communicating with them.
 Scientific Observation Is
Systematic

“YOU SEE, BUT YOU

DO NOT OBSERVE.”

Sherlock Holmes
 When is Observation
Scientific
1. Serves a formulated research purpose
2. Is planned systematically
3. Is recorded systematically and related
to more general propositions rather
than being presented as reflecting a
set of interesting curiosities
4. Is subject to checks or controls on
validity and reliability.
 Observation Context
In both types of observation, the researcher attempts to learn
about context in which behaviour takes place. Context
includes:

1. Physical surroundings.
2. Other people in the setting.
3. The interactions among different people in the setting.
4. The social, cultural, political, or economic context in
which the behavior occurs and why it occurs.
 Types of Observed Phenomena
‘Observation involves the systematic observation, recording, description
analysis and interpretation of people’s behaviour’ - Saunders et al. (2009).

For Example,
Observation is a market research technique in which highly
trained researchers generally watch how people or consumers behave and
interact in the market under natural conditions. It is designed to give precisely
detailed and actual information on what consumers do as they interact in a
given market niche.

Types of Observed Phenomena/What is Observed?

1.Physical actions
2.Verbal behavior
3.Expressive behavior
4.Spatial relations and locations
5.Temporal patterns
6.Physical objects
7.Verbal and pictorial records
 Types of Observed Phenomena
Type Example(s)
Human behaviour Shoppers (buyers) movement pattern in a store
or physical
action
Verbal behaviour Statements made by airline travelers who wait in
line
Expressive Facial expressions, tone of voice, and other form
behaviour of body language
Spatial relations and How close visitors at an art museum stand to
locations paintings
Temporal patterns How long fast-food customers wait for their
order to be served
Physical objects What brand name items are stored in consumers’
pantries (storerooms)
Verbal and Pictorial Bar codes on product packages
Records
 Categories Observation
There are 5 types of observation techniques.
The techniques are:

1. Natural versus Contrived Observation

2. Direct versus Indirect Observation
3. Disguised versus Nondisguised Observation
4. Physical-trace evidence Observation
5. Mechanical Observation
 Categories Observation, Contd.,
1. Natural versus Contrived (Artificial) Observation
Natural Observation
1. Reactions and behavior observed as they occur naturally in real-life situations
2. A wide variety of companies are sending researchers to the field to observe
consumers in their natural environment.
3. Natural observation is also suited for ethnographic research on foreign cultures.

Contrived Observation
1. Environment artificially set up by the researcher.
2. Researchers are increasingly relying on computers to conduct simulated market
testing.
3. Offers a greater degree of control
•Speedy
•Efficient
•Less expensive
However, it may be questionable as to whether or not the data collected does truly
reflect a "real life" situation.
Contrived (artificial) Observation
 Categories Observation, Contd.,
2. Direct versus Indirect Observation

Direct observation
Direct observation captures actual behavior or phenomenon of
interest.

Indirect observation
Indirect observation consists of examining the results of the
phenomenon.

1. can give only relatively crude or imprecise indications of a

phenomenon
2. More efficient use of research time
3. More efficient use of research budget
4. May be the only way to get data from situations impractical
to observe directly.
 3. Disguised versus Nondisguised
Observation
Situations in which the observer’s presence
is known to the subject is known as visual
observation.

Situation in which the subject is unaware

that observation is taking place is known as
hidden observation. Respondent error is
minimized. It is unethical.
 Categories Observation, Contd.,
3. Disguised versus Nondisguised Observation
Disguised Observation
1. Respondents are unaware they are being observed
2. Allows for monitoring of the true reactions of individuals.
3. Unethical if disguised observation monitors
•Normally private behaviors
•Behaviors that may not be voluntarily revealed to researchers.
Non-disguised observation
1. Respondents are aware that they are being observed
2. Data may be contaminated by respondent-induced errors.
3. Data gathered through using disguised observation might not be as rich as those
from non-disguised observation.
Mystery shopping
1. popular disguised observational technique
2. Mystery shopper
•Unknown to the retail establishment
•Visits the store
•Uses a structured script
•Observes and records the shopping experience.
 Categories Observation, Contd.,
4. Physical-trace evidence Observation
 5. Mechanical Observation
Situations in which video cameras, traffic
counters, and other machines help observe
and record behavior.
When business researchers observe people,
objects, or other phenomenon by using
machines designed for specific observation
tasks is known as mechanical observation
(e.g., traffic counters on a factory floor).
 Categories Observation, Contd.,
5. Mechanical Observations

There are different forms of mechanical observations such

as, Traffic Counters, Web Traffic, Scanners, Physiological
Measures, etc.

There are six types of mechanical observations, such as,

1. Eye-Tracking
2. Response Latency
3. Voice Pitch Analysis
4. People Meter
5. Psychogalvanometer
6. Monitoring Web Site Traffic
 Categories Observation, Contd.,
Eye Tracking
•Measures unconscious eye movements
•Records how the subject actually reads or views an advertisement,
product packaging, promotional displays, websites, etc.
•Measures which sections attract customers' attention and how much
time they spend looking at those sections
•Oculometers - what the subject is looking at Pupilometers - how
interested is the viewer (This device observes and records changes in the
diameter of the subject’s pupils)
Voice Pitch Analysis
•Measures emotional reactions through physiological changes in a
person’s voice
•Used to determine
•how strongly a respondent feels about an answer
•how much emotional commitment is attached to an answer.
•Variations from normal voice pitch is considered a measure of
emotional commitment to the question's answer.
 Categories Observation, Contd.,
Response Latency
•It measures the speed with which a respondent gives a decision about a
choice between alternatives
•It records the decision time necessary to make this choice.
•For instance: it can measure the effectiveness of an advertisement on
brand preferences.
•It assumes that a quick expression of brand preference indicates a
stronger preference.
People Meter
•Electronic device to monitor television viewing behavior
•who is watching
•what shows are being watched.
Psychogalvanometer
•Measures galvanic skin response
•Involuntary changes in the electrical resistance of the skin
•Assumption: physiological changes accompany emotional reactions
 Human Observation

When business researchers observe

people, objects, or other phenomenon
by assigning the task to human
observers is known as human
observation.
 Benefits of Human Observation

1. Communication with respondent is not

necessary
2. Data without distortions due to self-report
(e.g.: without social desirability) Bias
3. No need to rely on respondents memory
4. Nonverbal behavior data may be obtained
 Benefits of Human Observation,
Contd.,
5. Certain data may be obtained more quickly
6. Environmental conditions may be recorded
 Limitations of Human
Observation
1. Cognitive phenomena cannot be observed
2. Interpretation of data may be a problem
3. Not all activity can be recorded
4. Only short periods can be observed
5. Observer bias possible
6. Possible invasion of privacy
Questions and Answers