Direct observation

Observation is way of gathering data by watching behavior, events, or noting physical characteristics
in their natural setting.
Observation refers to the monitoring and recording of behavioral and non behavioral activities and
conditions in a systematic manner to obtain information about the phenomena of interest.
Observations can be overt (everyone knows they are being observed) or covert (no one knows they are
being observed and the observer is concealed). The benefit of covert observation is that people are more
likely to behave naturally if they do not know they are being observed.
Direct observation when the behavior is observed by the researcher himself personally.
Direct observation, also known as observational study, is a method of collecting evaluative information in
which the evaluator watches the subject in his or her usual environment without altering that environment.
Direct observation is used when other data collection procedures, such as surveys, questionnaires, etc., are
not effective; when the goal is to evaluate an ongoing behavior process, event, or situation; or when there
are physical outcomes that can be readily seen.

Direct observation is the collection of information using senses. By observing, one can document
activities, behavior, and physical aspects of a situation without having to depend on peoples’ willingness
or ability to respond accurately to questions. Observation is useful when:
(1) There is a need to understand an ongoing process or behavior, or an unfolding situation or event.
(2) There is physical evidence, or products or outcomes that can be seen.
(3) Written or other data collection methods seem inappropriate.
It is an expensive and time consuming method. Moreover, the information provided by this method is
very limited and some of the more busy people like executives may not be accessible to direct
observation.
https://rauterberg.employee.id.tue.nl/lecturenotes/UFTdirectobservation.pdf

The experimental method involves manipulating one variable to determine if changes in one variable
cause changes in another variable.
This method relies on controlled methods, random assignment and the manipulation of variables to test a
hypothesis.
The type of experiment chosen might depend on a variety of factors including the participants, the
hypothesis and the resources available to the researchers.
In the experimental method, researchers identify and define key variables, formulate a hypothesis,
manipulate the variables and collect data on the results. Extraneous variables are carefully controlled to
minimize a potential impact on the outcome of the experiment.

Characteristics of An Experiment
• Test one variable at a time.
• Must be fair and unbiased.
• Does not allow any outside factor to affect the final outcome
• Is a valid test. (proving a hypothesis)
• Has repeated trials. (minimizing outcome errors)
Merits of Experimentation
•It has a unique ability to isolate causal factors, since an experiment is highly controlled.
• This method promises more accuracy in the study.
• Reliable data can be collected.
• This is more suitable to the problem with heterogeneous (varied) influencing factors.

Demerits of Experimentation
• The disadvantage is that exactly this control may distort the validity of the obtained results, and
especially the ecological validity.
• This is a very costly method.
• This is suitable to Simple problems with limited scope.
• This is a time consuming method.

Survey
A survey is an investigation about the characteristics of a given population by means of collecting data
from a sample of that population and estimating their characteristics through the systematic use of
statistical methodology.
The statistical survey is defined as an organized statistical task that relies on scientific basis and aims at
providing statistical data on specific features of a statistical population. It is based on the principle of
including all units of the population or part of it, whether by selecting a sample of the population through
following the method of probabilistic sampling, or by including all units of the population, which is
known as the comprehensive survey or census.

While conducting survey research, researchers prefer multiple sources to gather data such as online
surveys, telephonic surveys, face-to-face surveys, etc. The medium of collecting survey data decides the
sample of people that are to be reached out to, to reach the requisite number of survey responses.

Different types of surveys help provide important or critical information in the form of meaningful data,
which is further used by businesses or organizations to make informed and sound decisions. The collected
data offers good insights only when the administered questionnaire is carefully designed to promote
response rates and includes both open-ended questions and closed-ended questions and answers options.
There is much variety when it comes to surveys, and we can identify their types based on the frequency of
their administration or the way of deployment.

1. Online surveys:
One of the most popular types is an online survey. With technology advancing many folds with each
passing day, an online survey is becoming more popular. This survey consists of survey questions that can
be easily deployed to the respondents online via email, or they can simply access the survey if they have
an internet connection. These surveys are easy to design and simple to deploy. Respondents are given
ample time and space to the respondent to answer these surveys, and so researchers can expect unbiased
responses. They are less expensive, and data can be collected and analyzed quickly.

2.Telephone Surveys:
Telephone surveys require much lesser investment than face-to-face surveys. Depending on the required
reach, telephone surveys cost as much or a little more than online surveys. Contacting respondents via the
telephonic medium requires less effort and manpower than the face-to-face survey medium.

If interviewers are located at the same place, they can cross-check their questions to ensure error-free
questions are asked to the target audience. The main drawback of conducting telephone surveys is that
establishing a friendly equation with the respondent becomes challenging due to the bridge of the
medium. Respondents are also highly likely to choose to remain anonymous in their feedback over the
phone as the reliability associated with the researcher can be questioned.

3. Personal interview:
A personal or face to face interview is one that employs a standard structured questionnaire (or interview
schedule) to ensure that all respondents are asked the same set of questions in the same sequences. It is a
two-way conversation initiated by an interviewer to obtain information from a respondent.
The personal interviews can be conducted in many forms e.g. door to door interviewing where the
respondents are interviewed in their home, or as planned formal executive meeting, most commonly used
to interview officials and business persons, or as a mall intercept survey where respondents are
interviewed at select places where the chances of finding respondents is maximum.
Personal interviews are however very expensive to conduct. There are costs involved in personnel, time,
and other resources required to obtain, train, and manage an interviewer workforce. Travelling from one
respondent to another is another cost component in personal interview and is especially problematic when
repeat visits are necessary to catch the respondent while they are available. Data can possibly be subject
to bias caused by the interviewer's appearance and attitude as well the way they phrase and rephrase
questions and explanations. Also, the respondents may not feel free to disclose sensitive or private
information to an interviewer.

Prepared and compiled by

Vishal Soni
PCS LLB BCOM