This document discusses observation as a method for business research. It defines observation as a critical analysis that involves carefully watching and immersing oneself in a situation to solve problems. The document outlines the five senses used to observe - sight, hearing, smell, touch, and taste. It also discusses what to observe, including people, physical settings, and environmental features. Reasons for using observation are provided, such as when direct information is needed or when other data collection methods are inappropriate. The document differentiates between unstructured observation, which is unplanned and random, and structured observation, which is quantitative and involves observing specific predefined aspects. It provides examples of each type and discusses how to record observations, including through observation guides, recording sheets

1. Observations
in Business Research
Ibrar Haidar (B3F16MCOM0001)
Presented To:
Prof. Waqas Ahmed Lodhi

2. Observation ?
─ A critical analysis
─ Watching carefully
─ Penetrate yourself in a situation to solve your ultimate
problem
Observation is more than seeing.

3. How to Observe
 Sight
 Hearing
 Smell
 Touch
 Taste

4. What to observe?
 People
 Individual(characteristics)
 Groups(Interactions)
 Communities(behavior)
 Physical setting
 Environmental features

5. Why we need observations?
 When you want direct information
 When you are trying to understand an ongoing behavior,
process, unfolding situation, or event
 When there is physical evidence, products,
 When written or other data collection methods seem
inappropriate

6. Types of Observation:
 Unstructured observation
 Structured observation

7. Unstructured Observation
The researcher monitors all aspects of the phenomena that’s
seems relevant.
 Unplanned .
 Randomly analyze the problem.
 No technique or process used.

8. Continue….
For Instance;
 As a manager of nestle you are given an assignment to nominate the
reasons why it’s sales graph showing downward trend from last 2 years.
Also observe the consumer behavior towards our New Products.

9. Role Of Observer In Unstructured Observation
 Complete participant
 Participant as observer
 Observer as participant
 Complete observer

10. Being more specific to Topic:
Structured Observation:
─quantitative method
─What is to observe? (To observe all the specific aspects of phenomenon)
Systemic observation is a data collecting method in which researchers gather data
without direct involvement with the participants (the researchers watch from afar)
and the collection technique is structured in a well defined and procedural manner.

11. Continue….
For Instance:
Auditor performing inventory analysis in a store

12. Role Of Observer In
Structured Observation
 Observer would observe situation sitting far away than
being a participant.

13. How to record observations under Structured
Observation
It is not good enough to just observe, we are needed to record
our observations systematically:
 Observation guide
 Recording sheet
 Checklist
 Field note
 Picture
 Combination of the above

14. Observation Guides

15. Recording Sheet

16. Checklist

17. Field note

18. Picture (or combination of all of the above)

19. Data analysis

20. Threats To Reliability & validity
Subject Error:
Main subject is not achieving(order processing firm).
Time Error:
Unsuitable time to observe (retail store).
Observer Effect:
Observation must be kept secret.

21. Thanks for Tolerating Us
