RM wk6

1. Observing Behavior

2. Qualitative Research
• Non-numerical: typically descriptive data
–Goal: New ideas; preliminary understanding
–No prior hypothesis
–Harder to analyze
–Examples
• Diaries
• Questionnaires
• Interviews
• Unstructured observations

3. Quantitative Research
• Numerical: data presented in units of
measurement
–Goal: Validation of facts & relationships
–Can be categorical or ranked
–Used to construct graphs & tables
–Examples
• Coded observations
• Statistical records
• Content analysis

4. Experimental Psychology
• Laboratory Experiments: controlled
environment
• Field Experiments: in the real world
– Manipulated IV
COMPARED WITH:
• Natural Observation:
in the real world
– Non-manipulated IV

5. • Observer objectively records behavior in
the real world
–Spontaneous behavior in natural setting
–Field work/study/observation
– vs Systematic Observation
–Participant vs
Non-participant
Naturalistic Observations

6. Participant Observation
• The observer takes part in the situation
being studied while carrying out the
research.

7. Non-Participant Observation
• The observer is not part in the situation
being studied.
–Can be a controlled environment

8. Research
method
Advantages Disadvantages
Naturalistic
observation
 Behavior in the
natural
environment
 Rich detail
 May be obtrusive
Laboratory
observation
 Enables use of
equipment
 Larger samples
 Observed behavior
may not equal
natural behavior

9. Overt Observation
• Means the observed group is aware of the
presence of the researcher and that their
behavior is being observed.

10. Covert Observation
• Means the participants are not aware of the
presence of the researcher and they are that
their behavior is being observed.

11. Methods of participant
observation
• Creating diagrams,
charts and maps
• Numerical data
• Written, audio, photo
and video recordings
• Interviews and
conversations

12. • Questionnaires
– Collect written data
– Open-ended or closed questions
• e.g. Surveys
• Interviews
– Verbal data
– Unstructured
• Informal
– Structured
• Formal
Questionnaires & Interviews

13. Interview Techniques in
Business
Source: Research Industry Trends, 2006 Report, Pioneer Marketing Research, GreenBook, Rockhopper Research, and Dialtech – Marketing Research
(McGraw – Hill International Edition), page 158

14. Sample Observation Guides
Structured observations Unstructured observations

15. Case Studies
Intensive study of a single unit
• Advantages
– Rich detail
– Excellent for theory development
• Disadvantages
– n=1
• Sources of Data may vary
– e.g. Personal records, interviews, observations
– Psychobiography

16. Indirect Measures
To assess the popularity of
different museum exhibits...
...measure the wear of the floor tiles.

17. Content Analysis
KEY STEPS:
• Define unit of analysis.
• Sample the units of analysis.
• Code the sample units.
• Summarize the codings.
• Draw inferences.
• Limited to recorded phenomena
Manifest
or
Latent

18. Archival Research
Using existing data sources:
• Efficient -- the data already collected
• Broad sampling base
– Can be national
– Can encompass large time spans
• Forms include:
– statistical records, survey archives, written & mass
communication records, etc.

19. Archival Research
Content Analysis of Documents:
• Systematic analysis of existing documents
• Requires coding system
– Can address problematic questions
• Limitations include:
– Difficulty obtaining
– Inaccuracies

21. Planning for Observation
• Determine who/what will be observed.
• Determine where and when observations will
be made.
• Develop and pilot the observation guide
• Train the observers and have them practice.
• Conduct the observations
• Analyze and interpret the collected information.