Chapter 10-Collecting data by Observation

Two Methods of Data Collection

communication and observation

communication

A method of data collection involving questioning respondents to secure the desired information using a data collection instrument called a questionnaire.

Observation

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded.

Is an observational study different from an experiment?

observation you are seeing what happens

what attributes are in communication?

Versatility, speed, and cost

what attributes are in observation?

objectivity and accuracy

what are the three elements needed to show cause

why use observation research?

Observation is often the best method for generating (internally) valid data about individuals' behavior.

key issues for collecting information by observation

degree of structure, degree of disguise, setting, and method of administration

structure

The degree of standardization used with the data collection instrument.

Pros of structure

Reduces potential bias, increasing reliability, Easier/cheaper to analyze results

Margaret mead

United States anthropologist famous

cons of structure

Not very flexible-->potentially losing data

structured observation

Method of observation in which the phenomena to be observed (typically behaviors) can be defined precisely along with the categories used to record the phenomena.

Unstructured observation

Method of observation in which the researcher has a great deal of flexibility in terms of what to note and record.

Disguise

The amount of knowledge people have about a study in which they are participating.

Hawthorne effect

People act differently when they know they are being studied

Disguised observation

subjects are not aware that they are being observed.

Natural setting

Subjects are observed in the environment where the behavior normally takes place.

Shopping in store

using or consuming product at home

contrived setting

subjects are observed in an environment that has been specially designed for recording their behavior

fake store

computer simulation

human observation

individuals are trained to systematically observe a phenomenon and to record on the observational form the specific events that take place

mechanical observation

an electrical or mechanical device observes a phenomenon and records the events that take place

examples of mechanical observation

bar code scanner fixed video cameras

audio recorders

eye camera

galvanometer

Surveying shoppers to learn about product selection

Which of the following is NOT an observation method of collecting data?

true

The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a galvanometer.

for studies in which flexibility is allowed in terms of what is noted and recorded

Unstructured observation is used

specific hypotheses about the behaviors to be observed.

A requirement for the use of structured reporting in observational studies is

Structured observation.

Observers in a supermarket are watching customers selecting apples. They have been given a check list and told to check all the behaviors that apply for each consumer. This method of data collection is a(n)