NAME - LABANI AND NUPUR

SECTION - B

SUBJECT : RESEARCH METHODOLOGY IN HOME SCIENCE

TOPIC - METHODS OF DATA COLLECTION

TOPIC : OBSERVATION
 OBSERVATION : INTRODUCTION

● Observation is defined as a qualitative research technique where

researchers observe participants' ongoing behavior in a natural situation.
● Observation as a data collection method can be structured or unstructured.

● In structured or systematic observation, data collection is conducted using specific

variables and according to a predefined schedule.
● Unstructured observation, on the other hand, is conducted in an open and free manner in a
sense that there would be no predetermined variables or objectives.
 TYPES OF OBSERVATION
1. CONTROLLED OBSERVATION
● Controlled observation is defined as where the researchers identify themselves as
researchers and explain the purpose of their observations..
● The researcher has a question in mind and controls many of the variables,
including participants, observation location, time of the study, circumstances
surrounding the research, and more.
● During this type of study, the researcher will often create codes that represent
different types of behaviors. That way, instead of writing a detailed report, they
can classify behavior into different categories and analyze the data with more
ease.
 ADVANTAGES OF CONTROLLED OBSERVATION

● The coded data is easy to analyze and quantify.

● Controlled studies aren’t as time-consuming.
 2. NATURALISTIC OBSERVATION
● Naturalistic observation is another type of observation research method
used by market researchers.
● This type of observation is when market researchers study the behaviors
of participants in a natural surrounding. There are typically no
predetermined behavioral codes. Instead, the researcher will take
rigorous notes and code the data later.
 ADVANTAGES OF
NATURALISTIC OBSERVATION
● Naturalistic observation is defined as where the researchers do not identify
themselves and either mix in with the subjects undetected or observe from a
distance.
● The study ensures validity when participants are in their natural setting.
● This type of study can generate new ideas and research questions.
● It opens researchers’ minds to possibilities they might not have considered
before.
● Researchers can collect authentic data and avoid any potential problems
with self-reported data.
 3.PARTICIPANT OBSERVATION
● The last type of observation method is participant observation.
● This is a type of naturalistic observation in the fact that market
researchers will observe participants in their natural habitat. The
difference is market researchers will insert themselves into the
environment.
 ADVANTAGES OF PARTICIPANT
OBSERVATION
1. It produces rich qualitative data which shows picture of how
people really live.
2. It allows researcher to gain empathy through personal experience .
3. It is more flexible.
 DISADVANTAGES OF PARTICIPANT
OBSERVATION
1. It is time consuming.
2. Information gathered may be incomplete because you cannot ask as
many questions in deep.
THANK YOU