observation method new

8/8/2019 Observation Method New

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OBSERVATION METHODMost commonly used method

�Observation means seeing or viewing.Observation method may be defined as a

systematic viewing of a specific phenomenonfor the specific purpose of gathering data for

a particular study.

�Under the observation method, theinformation is sought by the researcher

through his own observation without askingfor the respondent.



contd

For example, in a study relating to consumer

behaviour, the investigator, instead of asking

the brand of the wrist watch used by the

respondent, may himself look at the watch.



ADVANTAGES OF OBSEVATION

METHOD� Subjective bias is eliminated

� Information collected related to currently happening

� Independent of respondents unwillingness to respond ashappens in case of questionnaire or interview method.

� Observations make it possible to capture the whole event as it occurs. For example, observation provides the best way of representing negotiations between unions and management.

� Less bias as compared to questioning method.

� Mechanical or electronic devices can be used for recording data ,giving more accuracy and for making continuousobservations over longer period of time.



LIMITATIONS

� Can not be used for studying past events.

� Not suitable for studying attitudes

� Poses diff iculties in obtaining a representativesample.

� Observer has to be present at the scene which

may not be possible many times, such ashappening of an accident or community clash.



CHARACTERISTICS OF OBSERVATION

METHOD

1. PARTICIPANT & NON-

PARTICIPANT(DISGUISED) OBSERVATION

2. STRUCTURED & UNSTRUCTUREDOBSERVATION

3. CONTROLLED AND UNCONTROLLED

OBSERVATION

4. DIRECT AND INDIRECT OBSERVATION

5. NATURAL &CONTRIVED OBSERVION



CONTD

� In natural observation, customers reactionsand behaviour are observed as they occur.

� In contrived observation, observations areconducted in an environment artif icially set upby the researcher.

� In disguised observation, respondents are

unaware.� In non-disguised, respondents are aware that

they are being observed.



USE OF OBSERVATION METHOD FOR

BUSINESS RESEARCH

1. Behaviour of human beings in purchasing goods and services

2. Behaviour of other living creatures lke birds and animals.

3. Physical characteristics such as stores, f actories,

residences etc.4. Flow of traff ic and parking problems

5. Movement of material and products through a plant.

6. Incentives for retail shops employees: visit by a teamonce a month to rate it on 8 dimensions-staff ing, businessmachine knowledge, dress code & greeting, copy & print knowledge, furniture assistance, service registers, front-end supervisors , and cashier interaction.



Self Assessment Q uestions

1.p-88 of text book

observation method new

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