This document introduces observational studies and provides examples. It defines observation as watching, inspecting, and taking note of behaviors and environments. There are two main types of observational studies: qualitative or unstructured observations which do not require hypotheses and rely on observer skills, and quantitative or structured observations which require hypotheses and trained observers to count predetermined behaviors. Examples of observational situations discussed include observing people in supermarkets and at fairs. Tips for unobtrusive observation are also provided.

1. Introduction to
Observational Studies
Presented by Ruth Ronan and Andrea Sicari
Adapted from "Using Observation to Evaluate Extension Programs" by Paul McCawley, University
of Idaho

2. Presentation Outline
 Observational study defined
 Types of observational studies
 Observation study examples

3. Observation
A type of data
collection that
involves the
watching, inspecting,
and taking note of
behaviors and the
environment.

4. Observational Studies
Method When to Use Time Required Cost Resources Required
Conduct or Analyze HRD Management
Implement Data
Observations Used for Low Low to Low Time
conducting medium
strategic, job and Availability of
task analysis or individuals
knowledge and
skills Knowledge of the
assessment. performance to
Document be observed
performance.
Observe Observation form
frequencey of
performance.
Document
amount of time
taken to perform
a task

5. Qualitative or Unstructured
Observation
 In qualitative
research, a
hypothesis is not
needed to begin
research.
 “participant
observation”
 It relies on the skills
of the observer to
recognize and
record, behaviors.
 Used to obtain an
initial feel for a
situation.

6. Quantitative or Structured
Observation
 Requires a hypothesis
before research can
begin.
 Observers are trained to
count, record, and
summarize data about
predetermined
behaviors.
 Can be conducted after
unstructured observation
to increase the reliability
of observations and
provide an accurate way
to report data.
 Reduces the potential
for bias.

7. Observational Situations
SITUATION:
People Watching
People
EXAMPLE:
Observers stationed in
supermarkets watch
consumers check out
their groceries. The
purpose is to see how
much “prepared” vs.
“fresh” food is
purchased.

8. Observational Situations
SITUATION:
People Watching
Phenomena
EXAMPLE:
Observer stationed at
the fair counting
visitors moving in
various directions.

9. Tips for Unobtrusive Observation
 Observe: be quiet,
watch, understand
 Don't explain
 Don't ask the
subject's opinion
 Don't defend the
design
 Don't apologize
 Don't suggest
 Don't contradict or
agree with your
subject: stay neutral

10. References
Abrams, Bill. 2000. Observational Research
Handbook: Understanding How Consumers
Live with Your Product. McGraw-Hill.
Medley, D. M. & Mitzel, H. E. 1963.
Measuring Classroom Behavior by
Systematic Observation. In N. L. Gage
(ed.), Handbook of Research on Teaching
(pp.247-328). Chicago: Rand McNally.
Gupta, K. et al. 2007. A Practical Guide to
Needs Assessment. San Francisco: John
Wiley and Sons.