Unobtrusive MeasuresUnobtrusive Measures

What Are Unobtrusive Measures?What Are Unobtrusive Measures?

AnyAny measure that can be taken without measure that can be taken without the subject the subject knowingknowing it. it.

There are a great There are a great varietyvariety of types. of types. Raises questions of Raises questions of ethicsethics..

Some Major TypesSome Major Types

Indirect measuresIndirect measures Content analysisContent analysis Secondary analysis of dataSecondary analysis of data

Indirect MeasuresIndirect Measures

To assess the popularity To assess the popularity of different museum of different museum exhibits...exhibits...

Indirect MeasuresIndirect Measures

To assess the popularity To assess the popularity of different museum of different museum exhibits...exhibits...

...measure the wear of the floor tiles....measure the wear of the floor tiles.

Indirect MeasuresIndirect Measures

Or, if it’s a children’s museum exhibit...Or, if it’s a children’s museum exhibit...

Indirect MeasuresIndirect Measures

Or, if it’s a children’s museum exhibit...Or, if it’s a children’s museum exhibit...

...measure the fingerprints on the glass cases....measure the fingerprints on the glass cases.

Indirect MeasuresIndirect Measures

To measure the preferences for radio To measure the preferences for radio stations in a market...stations in a market...

Indirect MeasuresIndirect Measures

To measure the preferences for radio To measure the preferences for radio stations in a market...stations in a market...

...have auto mechanics ...have auto mechanics check what stations people are tuned to.check what stations people are tuned to.

Indirect MeasuresIndirect Measures

To measure the popularity of various To measure the popularity of various magazines...magazines...

Indirect MeasuresIndirect Measures

To measure the popularity of various To measure the popularity of various magazines...magazines...

...comb through the trash or recycling....comb through the trash or recycling.

Indirect MeasuresIndirect Measures

Requires some Requires some theorytheory Often very Often very clever and funclever and fun Often Often inexpensiveinexpensive May be May be ethicalethical issues issues Best for measuring Best for measuring behaviorbehavior (not (not

attitudes or feelings)attitudes or feelings)

Content AnalysisContent Analysis

To categorize or code written (or spoken, To categorize or code written (or spoken, transcribed) documentstranscribed) documents

Purpose:Purpose:

Work quickly and effectively under

pressure49

Theme 2 Theme 3

Organize the work when directions are not

specific.39

Decide how to manage multiple tasks.

20Manage resources effectively.

4

Theme 1

Content AnalysisContent Analysis

Define Define unitunit of analysis. of analysis. SampleSample the units of analysis. the units of analysis. CodeCode the sample units. the sample units. SummarizeSummarize the codings. the codings. Draw Draw inferences.inferences.

Key Steps:Key Steps:

Content AnalysisContent Analysis

RateRate each sampled unit on each sampled unit on a continuous scale.a continuous scale.

Place each sampled unit Place each sampled unit into one or more into one or more categoriescategories..

Types of CodingsTypes of Codings

ContinuousContinuous

CategoricalCategorical

Content AnalysisContent Analysis

The visible The visible surfacesurface content content (e.g., number of male (e.g., number of male pronouns).pronouns).

The The underlyingunderlying meaning meaning (subjective judgment of (subjective judgment of sexism in the unit).sexism in the unit).

Types of ContentTypes of Content

ManifestManifest

LatentLatent

Content AnalysisContent Analysis

FeasibilityFeasibility SafetySafety -- low risk -- low risk Can examine phenomena over long Can examine phenomena over long

periods of periods of timetime UnobtrusiveUnobtrusive

Strengths:Strengths:

Content AnalysisContent Analysis

Limited to Limited to recordedrecorded phenomena phenomena May have May have limited validitylimited validity (especially (especially

construct validity)construct validity)

Weaknesses:Weaknesses:

Secondary Analysis of DataSecondary Analysis of Data

Use Use existingexisting data sources to address data sources to address your questionsyour questions

Purpose:Purpose:

Secondary Analysis of DataSecondary Analysis of Data

CensusCensus bureau data bureau data CrimeCrime records records Standardized Standardized testingtesting data data EconomicEconomic data data CombiningCombining or linking several databases or linking several databases

Examples:Examples:

Secondary Analysis of DataSecondary Analysis of Data

EfficientEfficient -- the data already collected -- the data already collected BroadBroad sampling base sampling base

– Can be Can be nationalnational– Can encompass large Can encompass large timetime spans spans

Strengths:Strengths:

Secondary Analysis of DataSecondary Analysis of Data

Unit of analysisUnit of analysis issuesissues– Dealing with aggregate indicesDealing with aggregate indices– Linking across datasetsLinking across datasets

Validity and reliabilityValidity and reliability– Limited by quality of original workLimited by quality of original work

Weaknesses:Weaknesses: