This chapter discusses observation methods for research. It defines observation as using all five senses to systematically monitor both behavioral and non-behavioral activities and conditions. There are two main types of observation: non-behavioral, which includes record analysis, physical condition analysis, and process analysis; and behavioral, which involves nonverbal behavior, linguistic behavior, extra-linguistic behavior, and spatial relationships. The relationship between observer and subject can involve direct or indirect observation, varying levels of concealment, and participant or non-participant observation. Conducting observational studies requires consideration of the type of study, observer training to reduce bias, and developing a detailed data collection plan.

1. Business
Research Methods
William Emory
Chapter 10:
Observation Methods
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2. “YOU SEE, BUT YOU
DO NOT OBSERVE.”
Sherlock Holmes
Scientific Observation Is
Systematic
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3. Observation
• Besides collecting data visually,
observation involves listening, reading
smelling & touching i.e using 05 senses.
• Observation includes full range of
monitoring behavioral & non-behavioral
activities & conditions.
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4. Types of observation
1- Non Behavioral Observation
(a) Record analyses: - Historical or current
records. Written, printed, Sound recorded,
Photo graphed or video taped
financial or economic reports etc.
(b) Physical condition Analysis: - Audits of
merchandise inventory, plant safety,
(c) Process or activity analysis: - Time &
motion studies, traffic flow, paper work
Flow, financial
flows in a banking system 4

5. Types of observation
2- Behavioral observation :-
(a) Nonverbal Behavior: - Body movement,
facial expressions, eye contacts etc show
Interest, anger , boredom,
attitudes etc
(b) Linguistic Behavior: - Ahs made by a
person, interaction process b/w two persons
or in small group.
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6. Types of observation
(c) Extra Linguistic Behavior:-
(1)- Vocal : pitch, loudness,
(2)- Temporal: rate of speech, duration, rhythm
(3)- Interaction: tendency to dominate, interrupt
or inhibit
(4)- Verbal stylistic: vocabulary, pronunciation,
dialect & expression
(d) Spatial Relationship (Proxemics) how a
person relates physically to others. How
people organize space and how they
maintain physical distance with other. 6

7. The Observer – Subject
Relationship
Relationship b/w observes subject may be viewed
from three perspectives
1- Directress Of Observation.
• Direct observation: - When observer is
physically present & personally monitors.
Free to shift place, focus unexpected changes but
can be bore & fatigued.
• Indirect observation: - Recording is done by
mechanical, photographic or electronic
means. It is less biased, more accurate, record
kept.
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8. The Observer – Subject
Relationship
Concealment: -
Whether the presence of observer should be known?
Known a little concern for subjects then they are settled.
Concealment by using one way minor, hidden camera,
Micro Phone.
Ethics__?
Partial concealment (modified approach):-
Presence of observer is not concealed but objectives &
subject of interest are concealed.
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9. The Observer – Subject
Relationship
• Participation
Participant observer: - Here an observer enters
work setting by becoming part of
Work team. Some time known to some or all
members. And other times concealed. Recording
can interfere with participation and participation
with observer.
e.g.: to know group dynamic
Non – participant observer: Collecting needed
data without becoming part of work.
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10. Conducting an observational study
• Type of observational study:
1-Simple observation / unstructured obs.
Studies.
2- Systematic or structured observation
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11. Observer training
• Observer should be trained to concentrate, observe and
remember. Observe should not be so attractive that he
catches the attractive of others
Experienced___ or inexperienced observer
Observes mostly feel fatigue , halo effect, observer drift.
Observer trials can be used for selection.
Data collection
Data collection plan specifies details of task it generally
tells the questions of who, what, when and how.
who are the targets. What qualities a subject to be
observed each subject should meet a criterion?
What?
Sampling the elements and unit of analyses it is done by
event- time dimension and “act term”
Event – sampling: Researcher selects behaviors to be
observed.
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12. Advantages & Disadvantages
• Advantages of observation
• Data are generally recordable.
• Easy to note the effects of environment (cold…)
• Easy to study certain group (like children)
• Disadvantages
• Generally physical presence is must
• Slow and tedious and expensive
• Observer fatigue
• Moods and feeling though can be captured but cognitive
thought process can’t be Observed
• Observer training
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13. Sources of bias
• Recording errors, memory lapses, errors in
interpreting the activities , behaviors
• use of several observers reduces validity
• observer fatigue , bore due to long time.
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