Qualitative Research- Observation

Qualitative observation is a process of research that involves using the researcher’s five senses,
sight, smell, touch, taste, and hearing to collect systematic data. This type of observation is
normally used when numbers or values cannot be assigned to information but rather
characteristics. Some occupations that use qualitative observation include: Psychologist,
sociologist, marketing specialist and animal behaviour specialist.

Qualitative observation characteristics:

Subjectivity- No right or wrong answer, data can vary depending on researcher’s skills,
education, and background.
Personal contact and insight- Some observation research involve the researcher immersing
themselves with the participants and sometimes emotionally investing themselves to derive
better answers.
Inductive analysis- experimental and logical thinking in which different hypothesizes are formed
and the research progresses these are proven or disproved.
Natural inquiry-studying the participants in an environment native to them
Empathetic neutrality- Researchers using the qualitative observation approach are expected to
recognize their own biases when compiling their findings.
Context sensitivity- peoples' beliefs and environments can influence what they say and how they
act, and this should be accounted for when doing qualitative observation.

Types of Qualitative observation

Covert- The researcher is completely unknown to the research audience and cannot even be seen.
While in overt observations the researcher can be seen and participants are aware of the research.
Participant Observation - The researcher is completely in sync with the participants. The
discussions are free flowing, natural no restrictions and the researcher engages the discussion.,
However, in non-participant observations the researcher does not partake in any activities.
Indirect observation- Results of interactions, process, behaviours are observed to obtain results
Direct Observation- Direct observation allows the researcher to observe an object, person or
phenomenon and collect subjective data about their qualities by being as unbiased and
unobtrusive as possible.
Advantages:
1. Allows for collection of primary data in a natural setting.
2. Can yield a lot of data
3. Returns in-depth information
 4. Allows the researcher flexibility
5. Less affected reduces bias and possible interference

Disadvantages:
1. May be affected by researcher’s bias.
2. Time-consuming.
3. Can yield a lot of irrelevant data.
4. Reactions of the respondents may be misinterpreted.
5. Data maybe specific to the observed setting and non-transferable.
6. The observers’ presence may cause bias.
7. Documentation relies on memory, personal discipline, and diligence of researcher.

Considerations and examples

 When to use qualitative observation:
 Used when non-numerical data is required
 When accurate in-depth data is required.

Examples
1. Business’s use qualitative observation to study
2. Their own product/brand or service to decide on how and what improvements should be
made.
3. To understand purchase behaviour to evaluate their marketing strategy.
4. A doctor used qualitative observation to figure out the disease that his patient has based
on the symptoms he observed.
5. Scientists use qualitative observation to study animals and new breeds and species of
animals.

Some more example questions

A. How do members of operating theatres communicate with each other?
B. How do nurses interact with their patients when administering medication?
C. How do parents deal with their adolescent children who suffer chronic pain?