BRM GROUP 7 Describe in Detail Any Three Observation Techniques That You Know.

GRADUATE SCHOOL OF BUSINESS LEADERSHIP
MASTERS IN BUSINESS ADMINISTRATION

[HARARE WEEKEND SCHOOL]
COURSE TITLE : BUSINESS RESEARCH METHODS
COURSE CODE : MBA 710
FACILITATOR : MR. TAKAIDZA SIBANDA
GROUP ASSIGNMENT ONE (1)
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GROUP 7 BRM
 BEATRICE MIDZI R171577G
 EMILDA MUTSIKAMAHWE R08558V
 ENERESI MATANHIRE R214552M
 MIKE MUZIRINGA R213387B
 NOBUHLE B. MDAKA R217113M
 NZWISISAYI TSAURA R0722755Y
 NYARADZO MATANGA R111829N
 ONISIMOUS MUMBA R212110C
 PRECIOUS MANASE R211995Z
 RUMBIDZAI R. BENZA R212491J
 SIKHANYISO MPOFU R211508X
 TATENDA MABUTO R218082X
 TINASHE E. MWAYERA R208277Q
Question 7: Describe in detail any three
observation techniques that you know.
Introduction 02
Naturalist Observation Technique 03
Controlled Observation Technique 04
Participant Observation Technique 05
Conclusion 06 Presentation Outline
References
07
Introduction
Observation Techniques by definition:
:
01 02 03 04
(Ghauri P, Gronhaug (Saunders M, Lewis P (Greener S. 2008) (Greener S. 2008)

K and Stange R and Thornhill A 2019)
2020) It involves viewing, When disguised (covert), When non-disguised
Are means by which the recording, describing, the participants will not (overt), the participants
researcher collect data analysing and know that they are under will be aware that they
from respondents by study observation. This are under a study
interpreting the
observing their behaviour may improve validity. observation. Validity may
respondents’ behaviour Ethical considerations be affected if
and interpreting the in a research setting.
results. will require that the participants alter their
participants’ anonymity behaviour as a result of
be assured. being aware that they are
being observed.
1. Naturalist Observation Technique
Application
The researcher collects data by
observing the research participants in
their natural setting at a specified time
period.
Examples
Counting the number of cars that pass
through a certain place during a specified
period, or observing and recording the
length of time taken by shoppers queuing
at a till point to make a payment.
Advantages
As participants are in a natural setting,
the researcher can get results that are
generally free from manipulation
The researcher has the chance to

observe the total situation and can find
avenues that other people have not
thought about
Disadvantages
It can be affected by many variables
outside the study. Unlike in a controlled
environment, there may be numerous
factors and distractions that can alter
participants behaviors.
The method may require more time to

gather sufficient data when compared to
other observation techniques.
There is potential for the researcher’s bias,

which can reduce the validity of results.
Disadvantages
The naturalistic observation method facilitates
observations on a micro-scale. It often lacks a
representative sample and thus cannot help the
researcher in making a generalization that relates to a
broader society.
In this type of observation method, the researcher needs

proper training to recognize aspects that are significant
and worth attention.
The observations through naturalistic observation

method are not as reliable as the researcher wants them
to be because it is not possible to control some
variables. This is why other researchers cannot similarly
repeat the study or research.
Establishing the cause and effect relationship is not

possible because the researcher cannot manipulate the
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2.Controlled Observation Technique
Application
The controlled observation is carried out in a closed
space. It is the researcher who has the authority to
decide the place and the time where and when the
observation will take place. He also decides who the
participants will be and in what circumstances will he
use the standardized process.
Often this technique is non-disguised (overt) as
respondents are aware that they are being observed.
Examples
Studies that are done in laboratories before being
applied to the real environment, or asking
respondents to imitate customers in a
supermarket and observing how long it takes
them queuing at a till point to make a payment,
yet the shop would be closed to the public.
2. Controlled Observation Technique
Advantages
It is generally easier, quicker and cheaper
to use this technique when compared to
the naturalistic observation technique.
The study can easily be replicated by

different researchers to confirm the
results.
It is easier to adjust the environment. The

researcher has greater control on the set-
up of the environment.
2. Controlled Observation Technique
Disadvantages
To get reliable responses, it is vital that the controlled
environment should mimic the natural environment
as much as possible, otherwise the study may
produce results that have low validity as they may
not match the natural environment.
As this is overt, the participants behaviour may be

manipulated, resulting in low validity of results. (The
Hawthorne effect: a type of reactivity in which
individuals modify an aspect of their behavior in
response to their awareness of being observed)
The controlled observation method lacks validity

because when the participants are aware of being
observed their behavior will automatically change
3. Participant Observation Technique
Application
Involves the researcher being a participant in the
study. The researcher will become the natural part
of the situation or event under study. The
researcher’s behaviour will also be observed,
recorded, analysed and interpreted.
It can be disguised or non-disguised.

Examples
A researcher wants to know the time it takes for
one to drive from Mbare to the CBD during a
specified time period and decides to also drive with
other respondents and include his/her time on the
results. A researcher my decide to stay and live
with a certain community or natives to get a clearer
understanding of how they live rather than just
observing them from afar.
Advantages
The validity of responses can be generally

high. The researcher can confirm the
responses from experience, rather than
from responses given by others.
The researcher can gain more in-depth
knowledge from participating than from
just observing other respondents.
The study can easily be replicated by

different researchers to confirm the results.
It is easier to adjust the environment. The

researcher has greater control on the
set-up of the environment.
Disadvantages
The researcher may become too involved
and lose objectivity, therefore
compromising the validity of data.
May be unsuitable for large samples as

the researcher has to be involved.
Its also difficult for the researcher to take

on extra roles that include being a
participant, an observer and taking notes
at the same time.
REFERENCES
Reference 1
Ghauri P, Gronhaug K and Strange R. 2020; Research Methods in Business
Studies, 5th Edition; Cambridge University Press; United Kingdom
Reference 2
Greener S. 2008; Business Research Methods; Ventus Publishing; United

Kingdom
Reference 3
Saunders M, Lewis P and Thornhill A. 2019; Research Methods for Business

Students, 8th Edition; Pearson; United Kingdom

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GRADUATE SCHOOL OF BUSINESS LEADERSHIP

MASTERS IN BUSINESS ADMINISTRATION

COURSE TITLE : BUSINESS RESEARCH METHODS

COURSE CODE : MBA 710

FACILITATOR : MR. TAKAIDZA SIBANDA

GROUP ASSIGNMENT ONE (1)

Naturalist Observation Technique 03

Controlled Observation Technique 04

Participant Observation Technique 05

Conclusion 06 Presentation Outline

(Ghauri P, Gronhaug (Saunders M, Lewis P (Greener S. 2008) (Greener S. 2008)

The researcher has the chance to

The method may require more time to

There is potential for the researcher’s bias,

In this type of observation method, the researcher needs

The observations through naturalistic observation

Establishing the cause and effect relationship is not

The study can easily be replicated by

It is easier to adjust the environment. The

As this is overt, the participants behaviour may be

The controlled observation method lacks validity

It can be disguised or non-disguised.

The validity of responses can be generally

The study can easily be replicated by

It is easier to adjust the environment. The

May be unsuitable for large samples as

Its also difficult for the researcher to take

Greener S. 2008; Business Research Methods; Ventus Publishing; United

Saunders M, Lewis P and Thornhill A. 2019; Research Methods for Business

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