Observation Research

Scientific Observation Is Systematic

YOU SEE, BUT YOU

DO NOT OBSERVE.

Sherlock Holmes
What is Observation Research?
The systematic process of recording the behavioral patterns of people,
objects, and occurrences as they are witnessed.
No questioning or communicating with people typically occurs.

Where observation is
concerned, chance favors only
the prepared mind.
Louis Pasteur
What Can Be Observed
Phenomenon Example
Physical activities How a shopper moves through a retail store

Verbal behavior Comments made by Wal-Mart shoppers @ checkout

Expressive behavior Facial expressions of sports fans

Spatial relations Where car owners stand when speaking w/ a mechanic

Temporal patterns How long patients wait in an office before complaining

Physical objects Brand of shoes/clothing golfers wear & use

Verbal/pictorial
Comments left on Internet blogs
records
Brain activity in response to joy/disgust when reading
Neurological events
nutrition information
Human vs. Mechanical Observation

Human Observation
Human being is the observer.
More flexibility
Observer bias
Mechanical Observation
A device is the observer/recorder.
Traffic cameras
Click-through rates
Security cameras
Visible vs. Hidden Observation

Visible Observation
Observers presence known to subject(s).
Reduced chance of privacy violations
Hidden Observation
Subject(s) unaware observation is taking
place.
Minimizes respondent error
Direct Observation

Straightforward attempt to observe

and record what naturally occurs
The investigator does not create an
artificial situation
Contrived Observation

Investigatorcreates an artificial
environment in order to test a
hypothesis.
Airline passenger complaining about the
peanuts may be a researcher
investigating how flight attendants
respond to complaints.
Mystery shoppers
Response Latency

Recording the decision time

necessary to make a choice
between two alternatives
It is presumed to indicate the
strength of preference between
alternatives.
Observation of Human Behavior
Benefits
Communication with respondent
not necessary
No distortions due to self-report
(e.g.: no social desirability) bias
No need to rely on respondents
memory
Nonverbal behavior data may be
obtained
Observation of Human Behavior
Benefits

Certain data may be obtained

more quickly
Environmental conditions may
be recorded
May be combined with survey
to provide supplemental
evidence
Observation of Human Behavior
Limitations
Cognitive phenomena cannot be
observed
Interpretation of data may be a
problem
Not all activity can be recorded
Only short periods can be observed
Observer bias possible
Possible invasions of privacy
Observation of Physical Objects

Physical-trace evidence
Wear and tear of a book
indicates how often it has been
read
Content Analysis

Obtains data by observing and

analyzing the content of
advertisements, letters, articles,
etc.
Deals with the study of the message
itself
Measures the extent of emphasis or
omission
Physiological Reactions

Eye tracking
Pupilometer
Psychogalvanometer
Voice pitch
Eye Tracking Monitors

Measure unconscious eye

movements
Record how the subject
actually reads or views an
advertisement
Pupilometer

Device observes and records

changes in the diameter of
the subjects pupils.
Psychogalvanometer

Measures galvanic skin

response
Involuntary changes in
electrical resistance of the skin
Assumption:
physiological
changes
accompany emotional reactions
Voice Pitch Analysis

Records abnormal frequencies

in the voice that (supposedly)
reflect emotional reactions to
stimuli
Measuring Physiological Reactions Problems

Validmeasure of future sales, attitude

change, or emotional response?
Measuring device sensitivity
Identifying arousal is one thing
Precisely measuring levels of arousal is another

Measuring device(s) expense

Subjects in artificial surroundings
Subjects know they are being observed