Research Methods (Cozby), Ch. 6. Presented by Brian Adams.

1. Because learning changes everything.®
Chapter 6
Observational Methods
Methods in Behavioral Research
FOURTEENTH EDITION
PAUL C. COZBY
SCOTT C. BATES
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No reproduction or further distribution permitted without the prior written consent of McGraw Hill.

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Quantitative and Qualitative Approaches 1
Quantitative research:
• Tends to focus on specific behaviors that can be easily
quantified;
• Generally uses large samples; and
• Bases conclusions upon statistical analysis of data.
• Answers the questions of “how much” or “how often”…

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Quantitative and Qualitative Approaches 2
Qualitative research:
• Focuses on behavior in natural settings;
• Collects data about small groups and/or in limited settings;
• Expresses data in nonnumerical terms; and
• Bases conclusions on interpretations drawn by the
investigators.
• Describes actions, emotions, situations, interactions…

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Naturalistic Observation
Naturalistic observation is a descriptive method in which
observations are made in a natural social setting.
• It is also called field observation.
• Researchers study people in social and organizational
settings or animals in their natural habitats.
• Dr. Jane Goodall uses naturalistic observation in her work
with chimpanzees (usually qualitative work)
• Dr. Robert Sapolski watches and measures stress
hormones and other blood markers in a troop of baboons
(quantitative research)

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Naturalistic Observation: Description and Interpretation
of Data2
The data in naturalistic observation is primarily qualitative
rather than quantitative.
• The descriptions are often richer and closer to the
phenomenon being studied than are statistical
representations.
Quantitative data can be reported and interpreted along with
qualitative data gathered from interviews and direct
observations.

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Other Terms to Remember
Participant observation
Systematic observation
Case studies
Archival research