Observation

Understanding How to Purposefully Look at the World Around You

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 the data? What are the ethical issues involved in observation research?

Observation

The systematic description of events, behaviors, and artifacts in the social setting chosen for study
Marshall and Rossman (1989, p. 79)

Most complete natural setting for qualitative research

The Value of Observation

Observational research allows the researcher to: 1. Develop a deeper understanding 2. See it for him/herself, versus through someone elses experiences 3. See things that escape conscious awareness for others 4. See things people might be unwilling to talk about 5. Move beyond the selective perceptions of others 6. Use personal knowledge and experience as resources in understanding the context being explored

Comparing Interviews and Observations

Both interviews and observations are appropriate data collection methods for qualitative research following the inductive reasoning approach
Interviews allow the researcher to travel back and forth in time Observations allow the researcher to discover the here-and-now environment gleaned through using his/her five human senses In both cases, the researcher is the data collection instrument (i.e., like the survey instrument used in quantitative research)

Types of Observations

Like interviews, observations can be structured or unstructured

Unstructured like a wide angle camera lens, dont limit the picture ahead of time; instead, let it develop; use especially in early stages of research Structured later on focus often shifts to a particular aspect of interaction (e.g., nonverbal behavior with service personnel or interactions with point-of-purchase displays or Underhills kiosk e.g.)

Time and Observation

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

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

Sometimes, part of the reason it takes time is because the researcher should not be affecting the way that behavior occurs Plan on watching what happens at different points in time

The Researchers Role in Observation

Continuum Complete Complete Participant ---------------------------------- Observer

Complete participant full member of group, may conceal 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 to minimize his/her effect

(observer as a participant, participant as observer)

Insider vs. Outsider Role

Insider goes native; but may not allow perspective to study the phenomenon
Outsider people may not let you see everything or may present their perspective through rose-colored glasses

Data in Observation Research

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 of what you see (your observer comments) Interactions with store personnel, interactions with the physical environment, interaction with products, and interactions with other consumers are possible sources of data May also use video, pictures and diagrams to supplement your fieldnotes

OBSERVATION GUIDE
Observer: __________________ Description of Event: Date/Time: ______________________

Participants:

Description of Setting/Physical Diagram of Setting:

Verbal interactions:

Body Language:

Themes/Notes:

Digging Deeper in the Observation Categories - 1

Setting: What are the physical surroundings like? What is the context? What kinds of behavior does the context encourage/discourage? How do people move through the setting? (e.g., parking lot, store, check out, etc.)
Participants: Who? How many? Doing what? What brings them together? Who is welcome/not welcome here?

Digging Deeper in the Observation Categories - 2

Activities and Interactions: What is going on? In what sequence? How do the people interact with the environment and with each other? How are different people and activities connected/related?
Frequency and Duration: When did the situation begin? How long does it last? Is it unique or recurring? (e.g., butt brush)

Digging Deeper in the Observation Categories - 3

Artifacts: What other physical evidence exists?

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, mission statements) Tools

Digging Deeper in the Observation Categories - 4

More subtle factors:

Informal/unplanned activities Symbolic meanings of words Nonverbal communication dress, physical space Physical cues (e.g., worn tiles at a museum) What does not happen

Sample Questions for Observations

What are people doing when they interact with this product in 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 this product? Where? When? Source? How long? Doing what? Etc.
How do people consume this product? Where? When? With whom? How? How long? Doing what? Etc.

What are your Questions?

Combining Interviews with Observations

Cant treat interviews and observations as independent they are interactive in nature Interviews informants realities Observations partially independent view of the experience Interviews suggest probes for observations and vice versa

Validity and Reliability in Qualitative Research Interviews and Observations (1)

Internal validity the extent to which ones findings match consumers realities
Demonstrate by showing that multiple constructions of reality exist and that the interpretation is a credible representation of it Develop through long-term and repeated observations and interviews

Validity and Reliability in Qualitative Research 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

Validity and Reliability in Qualitative Research Interviews and Observations (3)

Reliability

Can this be replicated? Are these things dependable and consistent?

This is why you have to view the setting over time

Also, the researcher should state his/her assumptions, position, and how informants and observation site were selected
What people see is highly dependent on their interests, biases, and backgrounds

Ethics in Qualitative Research Interviews and Observations

I think its best to disclose to key people what your general purposes are

Interviewees, store managers

Confidentiality is especially important at the individual level Do no harm (e.g., to self concept, to perceptions of research field)

Ethics in Qualitative Research Interviews and Observations 2

Whether you disclose your true purpose may also depend upon the context (e.g., studying illegal or immoral behavior?)

How and Where Do I Take My 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 affect behavior

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 public restroom at the casino. She thought her note taking would be intrusive and affect behavior. She did not infringe on the privacy of anyone in a public space.

When Does Data Collection Cease?

There is no definite point when field work (interviews and observations) draws to a close When you think you understand whats happening your close When your deadline is coming, you have to be close

Summary Guidelines for Fieldwork Adapting Patton (1990)

1. 2. 3. 4. 5.

Be descriptive in field notes Gather information from a variety of different perspectives Gather different kinds of data interviews, observations, documents, photographs Use quotations represent informants views in their own words Select key informants wisely draw on wisdom; keep in mind perspectives are limited

Summary Guidelines for Fieldwork Adapting Patton (1990) 2

6.

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 useful synthesis as fieldwork draws to a close

Summary Guidelines for Fieldwork Adapting Patton (1990) 3

7.

8. 9.

Maintain an analytical perspective, stay grounded in the purpose, and be as involved as possible without affecting behavior Separate description from interpretation and judgment Include your own experiences, thoughts, and feelings as data in your field notes (when you write it up be sure to distinguish which is which)

From the Field

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