Unobtrusive Research

Studying
Studyingsocial
sociallife
lifewithout
withoutaffecting
affectingthe
theitit
the
theprocess
process

inin

Unobtrusive research methods can be

quantitative or qualitative.
These methods allow researchers to study
things from afar without influencing the
process.

This can eliminate or minimize many of the

threats to the validity of research, including
reactivity and social desirability bias.

One common way to conduct unobtrusive research

is to analyze available records or events,
characteristics or behaviors. Three common
methods of using available records are:
content analysis
analyzing existing statistics
historical/comparative analysis

Content Analysis
Studying human social life through the examination of
artifacts
Common artifacts for analysis include magazine ads,
books, television shows, bathroom graffiti, trash
Same approach as with any research project:

Definition of interest(s)
operationalizing

and

problem,

conceptualization,

Development of means by which youll collect the data Sampling

design

Data collection and analysis.

Manifest Content Coding

Analogous to survey data collection
Establish variables and attributes record what is
present in each artifact ready for data entry
Clarify units of analysis and observation
Establish a base of counting for comparison

Generally code a sample of all editorials so you have a base for

comparing to your findings about environmental editorials.

Latent Content Coding

Analogous to analysis of qualitative data
Look for the meaning underlying signs, symbols,
language

subjective interpretation

You may begin inductively; looking for themes

Strengths of Content Analysis

Time and money savings
Safety net can return to source to recheck data
One mechanism for longitudinal analysis
Unobtrusive research wont contaminate research
setting

Weaknesses of Content Analysis

Limited to recorded communication
Potential for excellent reliability
Check and recheck source
Validity varies based partially on whether you are
coding latent or manifest content

Analyzing Existing Statistics

As backdrop to a study
As the main data to a study
Validity;

Have to make due with the types of data provided; logic

and replication help with dealing with validity problems

Reliability;

Depend on the quality of the data itself

How was the data collected?

Historical/Comparative Analysis
Much of the classic sociological work involves
historical/comparative analysis

Marx, Weber, Durkheim, Comte, Martineau, Du Bois

Sources of data; usually a qualitative data analysis

process, but not always

Existing historical accounts and analysis

Raw data such as diaries, newspapers, magazines,

public documents

Validity of Data
Question the accuracy
(corroborate)

of documents; triangulate

Is the source of your data perhaps biased in some way?