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Observation method is the mostly commonly used method. Observation method becomes a scientific tool and
method of data collection for the researcher, when it serves a formulate research purpose and systematically
planned. Under the observation method the information is sort by way of investigators own direct observation
without asking from respondent. For instance, in a study relating to consumer behavior, the investigator instead of
asking the brand of wrist watch used by the respondent, may himself look at the watch. While using this method the
researcher should keep in mind things like what should be observed? How the observation should be recorded?
How the accuracy of observation can be ensured?
Advantage of Observation
The advantage of this method is that subjective bias is eliminated if the observation is done accurately
structured Vs unstructured
disguised Vs undisguised
natural Vs contrived
non-participant Vs participant
Structured Vs unstructured
Structured
In structured observation, the researcher specifies in detail what is to be observed and how the measurements are to
be recorded. It is appropriate when the problem is clearly defined and the information needed is specified. E.g.Inventory auditing, where an auditor analyses the inventory in the stores.
Structured observation is appropriate for descriptive research where research problem is clearly defined. The data
collected through structured observation are reliable because the potential for observers bias is minimum.
Unstructured
In unstructured observation, the researcher monitors all aspects of the phenomenon that seem relevant. It is
appropriate when the problem has yet to be formulated precisely and flexibility is needed in observation to identify
key components of the problem and to develop hypotheses. The potential for bias is high. Observation findings
should be treated as hypotheses to be tested rather than as conclusive findings.
Disguised Vs undisguised
Disguised
In disguised observation, respondents are unaware they are being observed and thus behave naturally. Disguise is
achieved, for example, by hiding, or using hidden equipment or people disguised as shoppers.
Undisguised
In undisguised observation, respondents are aware they are being observed..
Natural Vs contrived
Natural
In natural observation involves observing behaviour as it takes place in the environment, for example, eating
hamburgers in a fast food outlet.
Contrived
In contrived observation, the respondents behaviour is observed in an artificial environment, for example, a food
tasting session.
4. The observer does not get himself entangled into the group rivalries and quarrels and due to this he may
conduct his research smoothly.
Demerits of Non-Participant Observation
1. Group is not considered in its natural behaviour. The group members may become concious that they are
being observed and due to this they may not show their natural behaviour. The group understands the
observer as a stranger.
2. In a non-participant observation the observer has less appreciation for the group activities. He is like an
outsider and he can not realise the feeling and emotions that a group member experiences.
3. The observer might not get better insight into the group activities.
4. The observer does not get the chance to learn many things that are not open to observation.
5. The researcher as well as the group members may feel uncomfortable due to strange behaviour of the
researcher.
Observation Methods
The different observation methods are:
Personal Observation: In personal observation, a researcher observes actual behaviour as it occurs. The observer
may or may not normally attempt to control or manipulate the phenomenon being observed. The observer merely
records what takes place.
Mechanical Observation: Mechanical devices (video, closed circuit television) record what is being observed.
These devices may or may not require the respondents direct participation. They are used for continuously
recording on-going behaviour. Some of the mechanical devices used for this purpose are- Audimeter,
Psychogalvanometer, Pupilometer, Eye Tracking Monitor and Voice Pithch Analyser.
Audit: In audit the researcher collects the data by examinig the physical records or inventory analysis. The data is
collected by the researcher himself and data is collecetd on the basis of counts of physical records and objects. E.g.
Inventory audit, Wholesale audit, Accounts audit, etc.