Professional Documents
Culture Documents
Observation Studies: Mcgraw-Hill/Irwin Business Research Methods, 10E
Observation Studies: Mcgraw-Hill/Irwin Business Research Methods, 10E
Observation
Studies
McGraw-Hill/Irwin
Business Research Methods, 10e Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
8-2
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.
8-3
Learning Objectives
Understand . . .
• Three perspectives from which the
observer-participant relationship may be
viewed.
• Various designs of observation studies.
8-4
Selecting an Observation
Data Collection Approach
8-7
Research Design
Who?
What?
Where? (event or
time)
Task Details
How? When?
8-8
Observation Location
8-9
Content of Observation
Factual Inferential
Introduction/identification of salesperson and Credibility of salesperson. Qualified status of
customer. 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.
Environmental factors interfering with the interview. Level of distraction for the customer.
Data Collection
Watching
Listening
Touching
Smelling
Reading
8-11
Using Observation
Systematic planning
Properly controlled
Consistently dependable
Observation Classification
Nonbehavioral Behavioral
• Physical condition • Nonverbal
analysis
• Linguistic
• Process or Activity
analysis • Extralinguistic
• Record analysis • Spatial
8-13
Selecting an Observation Data Collection
Approach . . .Nonbehavioral
8-14
Nonbehavioral Observation
Record
Analysis
Physical Condition
Analysis
Physical Process
Analysis
8-15
Wal-Mart Implements Use of RFID
Labels
8-16
Selecting an Observation
Data Collection Approach…Behavioral
8-17
Behavioral Observation
Systematic Observation
Standardized
procedures
Structured Trained
observers
Systematic
Encoding
observation Recording
information schedules
8-19
Video camera
Pupilometer
Audio recorder
Devices
Eye camera Tachistoscope
Galvanometer
8-21
SizeUSA
Observer-Participant Relationship
Direct or indirect
observation
Presence is known
or unknown
Observer involved or
not involved in events
8-24
Extralinguistic Observation
Vocal
Temporal
Interaction
Verbal Stylistic
8-25
Concentration
Detail-oriented
Unobtrusive
Experience level
8-26
Strengths Weaknesses
• Securing information that • Enduring long periods
is otherwise unavailable • Incurring higher
• Avoiding participant expenses
filtering/ forgetting • Having lower reliability of
• Securing environmental inferences
context • Quantifying data
• Optimizing naturalness • Keeping large records
• Reducing obtrusiveness • Being limited on
knowledge of cognitive
processes
8-28
Key Terms
• Concealment • Observation
• Event sampling – Direct
• Halo effect – Extralinguistic
– Indirect
– Linguistic
– Nonverbal
– Participant
– Simple
– Spatial
– systematic
8-29
Key Terms