1 / 31

Chapter 8

Chapter 8. Observation Studies. Learning Objectives. Understand . . . When observation studies are most useful. Distinctions between monitoring. nonbehavioral and behavioral activities Strengths of the observation approach in research design.

Download Presentation

Chapter 8

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Chapter 8 Observation Studies

  2. Learning Objectives Understand . . . • When observation studies are most useful. • Distinctions between monitoring. nonbehavioral and behavioral activities • Strengths of the observation approach in research design. • Weaknesses of the observation approach in research design.

  3. Learning Objectives Understand . . . • Three perspectives from which the observer-participant relationship may be viewed. • Various designs of observation studies.

  4. PulsePoint: Research Revelation 101 The number, in millions, of adult Internet users who will bank online by 2011.

  5. RFID Changes Monitoring “We can certainly understand and appreciate consumer concern about privacy. That’s why we want our customers to know that RFID tags will not contain nor collect any additional data about our customers. In fact in the foreseeable future, there won’t even be any RFID readers on our stores’ main sales floors.” Linda Dillman, EVP & Chief Information Officer, Wal-Mart

  6. Observation and the Research Process

  7. Selecting the Data Collection Method

  8. Selecting an Observation Data Collection Approach

  9. Who? Where? What? (event or time) How? When? Research Design Task Details

  10. Observation Location

  11. Content of Observation

  12. Watching Listening Touching Smelling Reading Data Collection

  13. Using Observation Systematic planning Properly controlled Consistently dependable Accurate account of events

  14. Nonbehavioral Physical condition analysis Process or Activity analysis Record analysis Behavioral Nonverbal Linguistic Extralinguistic Spatial Observation Classification

  15. Selecting an Observation Data Collection Approach . . .Nonbehavioral

  16. Nonbehavioral Observation Record Analysis Physical Condition Analysis Physical Process Analysis

  17. Wal-Mart Implements Use of RFID Labels

  18. Selecting an Observation Data Collection Approach…Behavioral

  19. Behavioral Observation • “We noticed people scraping the toppings off our pizza crusts. We thought at first there was something wrong, but they said, ‘We love it, we just don’t eat the crust anymore.” • Tom Santor, Donatos Pizza

  20. Standardized procedures Structured Trained observers Encoding observation information Recording schedules Systematic Observation Systematic

  21. Flowchart for Checklist Design

  22. Video camera Pupilometer Audio recorder Tachistoscope Eye camera Galvanometer Mechanical/ Digital Behavioral Observation Devices

  23. SizeUSA Body Measurement System

  24. Portable People Meters

  25. Observer-Participant Relationship Direct or indirect observation Presence is known or unknown Observer involved or not involved in events

  26. Extralinguistic Observation Vocal Temporal Interaction Verbal Stylistic

  27. Desired Characteristics for Observers Concentration Detail-oriented Unobtrusive Experience level

  28. Errors Introduced by Observers Halo Effect Observer Drift

  29. 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 Evaluation of Behavioral Observation

  30. Concealment Event sampling Halo effect Observation Direct Extralinguistic Indirect Linguistic Nonverbal Participant Simple Spatial systematic Key Terms

  31. Observation checklist Observer drift Physical condition analysis Physical trace Process (activity) analysis Reactivity response Record analysis Spatial Relationships Time sampling Unobtrusive measures Key Terms

More Related