observation -- student copy

8/2/2019 Observation -- Student Copy

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Observation

Understanding How to PurposefullyLook at the World Around You


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Overview

What is the observation method?

What is the value of the observation method?

What are the types of observations?

What decisions have to be made in conducting

observation research?

What does the data look like?

How do we ensure validity and reliability of thedata?

What are the ethical issues involved in observationresearch?


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Observation

The systematic description of events,

behaviors, and artifacts in the social

setting chosen for studyMarshall and Rossman (1989, p. 79)

Most complete natural setting for

qualitative research


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The Value of Observation

Observational research allows the researcher to:

1. Develop a deeper understanding

2. See it for him/herself, versus through someoneelses experiences

3. See things that escape conscious awareness forothers

4. See things people might be unwilling to talk about

5. Move beyond the selective perceptions of others

6. Use personal knowledge and experience asresources in understanding the context beingexplored


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Comparing Interviews andObservations

Both interviews and observations are appropriatedata collection methods for qualitative researchfollowing the inductive reasoning approach

Interviews allow the researcher to travel back andforth in time

Observations allow the researcher to discover thehere-and-now environment gleaned through usinghis/her five human senses

In both cases, the researcher is the data collection

instrument (i.e., like the survey instrument used inquantitative research)


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Types of Observations

Like interviews, observations can be structuredor unstructured

Unstructured like a wide angle camera lens,dont limit the picture ahead of time; instead, letit develop; use especially in early stages ofresearch

Structured later on focus often shifts to aparticular aspect of interaction (e.g., nonverbalbehavior with service personnel or interactionswith point-of-purchase displays or Underhillskiosk e.g.)


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Time and Observation

It takes a certain amount of time to be in a settingto really understand whats going on

Consider how many hours of video tape Envirosellpeople watch before they have an insight

Sometimes, part of the reason it takes time is

because the researcher should not be affecting theway that behavior occurs

Plan on watching what happens at different points

in time


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The Researchers Role in

Observation

ContinuumComplete CompleteParticipant ---------------------------------- Observer

Complete participant full member of group, mayconceal observer role, going native

Complete observer covertly observes the group

from afar in a public setting Most observation lies in the middle, usually people

know you are there, but the researcher attempts tominimize his/her effect (observer as a participant, participant as observer)


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Insider vs. Outsider Role

Insidergoes native; but may notallow perspective to study the

phenomenon

Outsider people may not let you see

everything or may present theirperspective through rose-coloredglasses


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Data in ObservationResearch

Look, listen, feel, and smell (versus talking)

Written record is called your fieldnotes

Cant record everything

Should devise a system for recording observations

Distinguish between your observations and your interpretation ofwhat you see (your observer comments)

Interactions with store personnel, interactions with the physicalenvironment, interaction with products, and interactions with otherconsumers are possible sources of data

May also use video, pictures and diagrams to supplement yourfieldnotes


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OBSERVATION GUIDE

Observer: __________________ Date/Time: ______________________

Description of Event:

Participants:

Description of Setting/Physical Diagram of Setting:

Verbal interactions: Body Language: Themes/Notes:


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Digging Deeper in theObservation Categories - 1

Setting: What are the physicalsurroundings like? What is the context?What kinds of behavior does the context

encourage/discourage? How do peoplemove through the setting? (e.g., parking lot,store, check out, etc.)

Participants: Who? How many? Doingwhat? What brings them together? Who iswelcome/not welcome here?


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Activities and Interactions: What is goingon? In what sequence? How do the peopleinteract with the environment and with each

other? How are different people andactivities connected/related?

Frequency and Duration: When did thesituation begin? How long does it last? Is itunique or recurring? (e.g., butt brush)


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Artifacts: What other physical evidenceexists?

Printed materials (e.g., receipts, brochures,

flyers) Technological devices (e.g., price scanners,

self or regular checkout, register tapes)

Artwork

Credibility enhancers (e.g., diploma, missionstatements)

Tools


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More subtle factors:

Informal/unplanned activities

Symbolic meanings of words Nonverbal communication dress,

physical space

Physical cues (e.g., worn tiles at amuseum)

What does not happen


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Sample Questions forObservations

What are people doing when they interact with this productin the retail space?

Where? When? With whom? How long? Looking at what?Touching what? Etc.

How are people interacting with other communications(visual, marketing communications, word-of-mouth) on thisproduct?

Where? When? Source? How long? Doing what? Etc.

How do people consume this product?

Where? When? With whom? How? How long? Doingwhat? Etc.


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What are your Questions?
http://wyomingathletics.collegesports.com/sports/m-wrestl/recaps/021806aaa.html


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Combining Interviews withObservations

Cant treat interviews and

observations as independent they

are interactive in nature Interviewsinformants realities

Observations partially independent

view of the experience Interviews suggest probes for

observations and vice versa


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Validity and Reliability inQualitative Research

Interviews and Observations (1) Internal validity the extent to which

ones findings match consumersrealities

Demonstrate by showing that multipleconstructions of reality exist and thatthe interpretation is a crediblerepresentation of it

Develop through long-term andrepeated observations and interviews


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Interviews and Observations (2) External validity the extent to which

findings can be applied to other

situations Discuss working hypotheses, concrete

universals

Provide good description

Present typical and atypical cases


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Interviews and Observations (3) Reliability

Can this be replicated? Are these thingsdependable and consistent?

This is why you have to view the setting over time

Also, the researcher should state his/herassumptions, position, and how informantsand observation site were selected

What people see is highly dependent on theirinterests, biases, and backgrounds


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Ethics in Qualitative Research Interviews and Observations

I think its best to disclose to key

people what your generalpurposes

are Interviewees, store managers

Confidentiality is especially importantat the individual level

Do no harm (e.g., to self concept, toperceptions of research field)


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Ethics in Qualitative ResearchInterviews and Observations 2

Whether you disclose your truepurpose may also depend upon the

context (e.g., studying illegal orimmoral behavior?)


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How and Where Do I TakeMy Notes?

Depends on your purpose Depends on whether its okay to

let people know they are being observed

Depends on whether the note taking will affectbehavior The observer is also observed

E.g., A friend of mine did a study on casino gambling.She took her notes in her car and in the publicrestroom at the casino. She thought her note takingwould be intrusive and affect behavior. She did notinfringe on the privacy of anyone in a public space.


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When Does Data CollectionCease?

There is no definite point when fieldwork (interviews and observations)

draws to a close When you think you understand

whats happening your close

When your deadline is coming, youhave to be close

S G


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Summary Guidelines forFieldwork Adapting Patton

(1990)1. Be descriptive in field notes

2. Gather information from a variety ofdifferent perspectives

3. Gather different kinds of data interviews,observations, documents, photographs

4. Use quotationsrepresent informantsviews in their own words

5. Select key informants wisely draw onwisdom; keep in mind perspectives arelimited

S G id li f


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(1990) 26. Be aware of the different stages of

fieldwork

Build trust and rapport early Stay disciplined during the routine

phases of fieldwork

Focus on pulling together a usefulsynthesis as fieldwork draws to aclose

S G id li f


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(1990) 37. Maintain an analytical perspective, stay

grounded in the purpose, and be asinvolved as possible without affecting

behavior8. Separate description from interpretation

and judgment

9. Include your own experiences, thoughts,

and feelings as data in your field notes(when you write it up be sure to distinguishwhich is which)


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From the Field

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