Observation Method

1. Observation Method
By
Mohd. Abad
(Research Scholar)
Department of Tourism and Hospitality Management,
Jamia Millia Islamia

2. Basic concept
 Observation method is one of
the qualitative method
 Observation is a deepest
study or analysis of behavior
of a person or a group in the
natural setting.

3. Meaning of observation
• Observation means viewing or seeing. Most
of such observations are just casual and have
no specific purpose. But observation as a
method of data collection is different from
such casual viewing.

4. Why to observe
• Data usually consists of detailed information.
• Some methods only allow for the study of one individual
at a time.
• Observation enables the researcher to study groups of
people together, it allows for the study of interaction
between the members of a group.

5. Definition of observation
• Marshall and Rossman (1989) define observation as
"the systematic description of events, behaviors,
and artifact in the social setting chosen for study”.
• According to W.J.Goode and P.K.Hall, (1964) “Science
begins with observation and must ultimately return
to observation for its final validation.”

6. Characteristics of observation method
• Observation is specific
• Scientific observation is systematic and objective
• Observation is recorded immediately
• Observation is verifiable
• It is both a physical and a mental activity
• Observation is selective.

7. Types of observation
• Participant Observation
In this observation, the observer
is a part of the phenomenon or
group which observed and he
acts as both an observer and a
participant.
• Non-participant Observation
In this method, the observer
stands apart and does not
participate in the phenomenon
observed.

8. Types of observation
• Direct Observation
This means observation of an
event personally recorded by the
observer when it takes place.
• Indirect Observation
This does not involve the
physical presence of the
observer, and the recording is
done by mechanical, photographic
or electronic devices.

9. Types of observation
• Controlled Observation
Controlled observation is carried out
either in the laboratory or in the field. It
is planned observation
• Uncontrolled Observation:
The observer does not plan in advance
but this is related to day-to-day
happenings and socio-cultural
problems. It studies some of our life
situations

10. Advantages of observation method
• Reliable and objective
• Natural setting
• No need of equipment or tool
• Useful for individuals as well as groups
• Immediate detection of problems
• Most direct measure of behavior
• Provides direct information

11. Disadvantages of observation method
• Less accuracy
• Slow and laborious
• Biased
• Language barrier
• Risks involved
• Lack of cooperation from peoples
• Favoritism
• Difficult to analyze

12. Conclusion
• Under the observation method, the information is
sought by way of investigator‘s own direct
observation without asking from the 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. This method is
particularly suitable in studies (i.e. respondents) who
are not capable of giving verbal reports of their
feelings for one reason or the other.