4.1. observation studies

1. Welcome to
RESEARCH DESIGN
[ ]Dr. Myrza Rahmanita, SE, M.Sc
Observation Studies
http://www.jeffreysankey.com/.a/6a015437c9d78b970c01a51170cf41970c-pi

2. FIRST LET’S WE SEE ABOUT
The Learning Objectives

3.  When observation studies are most useful.
 Distinctions between monitoring non-
behavioral and behavioral activities
 Strengths of the observation approach in
research design.
 Weaknesses of the observation approach in
research design.
 Three perspectives from which the observer-
participant relationship may be viewed.
 Various designs of observation studies.
http://cdn2.cloudpro.co.uk/sites/cloudprod7/files/pointing.jpg

4. OBSERVATION AND RESEARCH
Process

5. 8-5
As Shown in the diagram below …

6. SELECTING
The Data Collection Method

7. 8-7
As Shown in the diagram below …

8. SELECTING
An Observation Data Collection Approach

9. 8-9
As Shown in the diagram below …

10. RESEARCH
Design

11. Task Details
How?
Where?
What?
(event or time)
When?
Who?
8-11
As Shown in the diagram below …

12. CONTENT OF
Observation

13. 8-13
Factual Inferential
• Introduction/identification of salesperson and
customer.
• Credibility of salesperson. Qualified status of
customer.
• Time and day of week. • Convenience for the customer. Welcoming
attitude of the customer
• Product presented. • Customer interest in product.
• Selling points presented per product. • Customer acceptance of selling points of
product.
• Number of customer objections raised per
product.
• Customer concerns about features and benefits.
• Salesperson’s rebuttal of objection. • Effectiveness of salesperson’s rebuttal attempts.
• Salesperson’s attempt to restore controls. • Effectiveness of salesperson’s control attempt.
• Consequences for customer who prefers
interaction.
• Length of interview. • Customer’s/salesperson’s degree of enthusiasm
for the interview.
• Environmental factors interfering with the
interview.
• Level of distraction for the customer.
• Customer purchase decision. • General evaluation of sale presentation skill.
As Shown in the table below …

14. DATA
Collection

15. 8-15
Watching
Listening
Touching
Smelling
Reading
As Shown in the diagram below …

16. USING
Observation

17. 8-17
Systematic planning
Properly controlled
Consistently dependable
Accurate account of events
As Shown in the diagram below …

18. OBSERVATION
Classification

19. 8-19
Non-behavioral
• Physical condition analysis
• Process or Activity analysis
• Record analysis
Behavioral
• Nonverbal
• Linguistic
• Extralinguistic
• Spatial
As Shown in the table below …

20. SELECTING AN OBSERVATION DATA COLLECTION APPROACH
Non-Behavioral

21. 8-21
As Shown in the diagram below …

22. NON-BEHAVIORAL
Observation

23. 8-23
Record
Analysis
Physical Condition
Analysis
Physical Process
Analysis
As Shown in the diagram below …

24. SELECTING AN OBSERVATION DATA COLLECTION APPROACH
Behavioral

25. 8-25
As Shown in the diagram below …

26. SYSTEMATIC
Observation

27. 8-27
Encoding
observation
information
Structured
Systematic
Trained
observers
Standardized
procedures
Recording
schedules
As Shown in the diagram below …

28. FLOWCHART
For Observation Checklist Design

29. 8-29
As Shown in the diagram below …

30. MECHANICAL/DIGITAL BEHAVIORAL
Observation

31. 8-31
Eye camera
Pupilometer
Devices
Audio recorder
Video camera
Galvanometer
Tachistoscope
As Shown in the diagram below …

32. OBSERVER-PARTICIPANT
Relationship

33. 8-33
Direct vs. indirect
Known vs. unknown
Involved vs. uninvolved
As Shown in the diagram below …
http://www.optimately.com/wp-content/uploads/2013/07/MAN-SELECTING-FRUIT-IN-SHOP-w.jpg

34. EXTRALINGUISTIC
Observation

35. 8-35
Vocal
Temporal
Interaction
Verbal Stylistic
As Shown in the diagram below …
http://media.oregonlive.com/opinion_impact/photo/the-race-19806173jpg-df22055a4873bc4e.jpg

36. DESIRED CHARACTERISTIC
For Observers

37. 8-37
Concentration
Detail-oriented
Unobtrusive
Experience level
As Shown in the diagram below …

38. ERROR INTRODUCED
by Observers

39. HALO
EFFECT
http://i.ytimg.com/vi/_-uKzFe3Py4/maxresdefault.jpg

40. OBSERVER
DRIFT
https://literated.com/blog/wp-content/uploads/2014/11/innovations-in-market-research.jpg

41. EVALUATION OF
Behavioral Observation

42. 8-42
Strengths
• Securing information that is
otherwise unavailable
• Avoiding participant filtering/
forgetting
• Securing environmental
context
• Optimizing naturalness
• Reducing obtrusiveness
Weaknesses
• Enduring long periods
• Incurring higher expenses
• Having lower reliability of
inferences
• Quantifying data
• Keeping large records
• Being limited on knowledge
of cognitive processes
As Shown in the table below …