GROUP 8 PRESENTATION

BUSINESS
RESEARCH
METHODS THE USEFULNESS OF PARTICIPANT
MBA 710 OBSERVATION IN BUSINESS
RESEARCH
 GROUP MEMBERS
David Takuranei
NAMES
Bridget Mandiki Brighton Nyandoro Sigauke
REGISTRATION
R211491G R212387E
NUMBER
R171493N

Ronny
Elvis Mudzengerere Francis Mapupa George Kohwa
Banhamombe
R216938C R212089A R212118J
R212841H

Terrence
Tafadzwa Chimuka Takunda Tawanda Tinashe Chibaya
Kandemiiri
R212967B R212555H R152714B
R144205Q

Shydah Shamiso
Pakachena Ngoni Bayela
R216371M R209704P
• Ngoni Bayela
Research is a process of systematic collection of information regarding a particular topic area.
Participant observation is a data collection method commonly used in research.
It is commonly used in qualitative researches in which the observer goes native either directly as
part of overt or direct observation or covertly where their identity is hidden.
Observations enable the researcher to describe existing situations using the five senses,
providing a "written photograph" of the situation under study (Erlandson et al, 1993).
It enables researchers to learn about the activities of the people under study in the natural setting
through observing and participating in those activities.
It is the process of learning through exposure to or involvement in the day-to-day or routine
activities of participants in the researcher setting (Shensul et al, 1999).
Covert observation allows for the uninterrupted collection of information as the observed are
not aware that they are being observed and are more likely to behave normally.
However, it is unethical
Overt observation is ethical, but the respondents may be subject to a Hawthorne effect whereby
they vary their behaviour since they know they are being observed
 IMPORTANCE OF PARTICIPANT OBSERVATION

It provides researchers with ways to check for nonverbal expression of feelings,
determine who interacts with whom, grasp how participants communicate with each
other, and check for how much time is spent on various activities (Schmuck, 1997).

The goal is to develop a holistic understanding of the phenomena under study that
is as objective and accurate as possible given the limitations of the method (Dewalt
and Dewalt, 2002).

 Participant observation can be used to increase the validity of the study, as

observations may help the researcher have a better understanding of the context and
phenomenon under study.
IMPORTANCE CONTINUED…
It makes it possible to collect different types of data.
Being on site over a period of time familiarizes the researcher to the community,
thereby facilitating involvement in sensitive activities to which he/she generally
would not be invited.
It gives the researcher a better understanding of what is happening in the culture
and lends credence to one's interpretations of the observation.
Participant observation also enables the researcher to collect both quantitative and
qualitative data through surveys and interviews.
IMPORTANCE CONTINUED….
it affords access to the "backstage (native) culture” which would not be ordinarily
availably to a cursory glance (Demuck and Sobo, 1998)
it allows for richly detailed description, which they interpret to mean that one's goal
of describing "behaviors, intentions, situations, and events as understood by one's
informants" is highlighted (Demuck and Sobo, 1998)
it provides opportunities for viewing or participating in unscheduled events thereby
understanding them in different contexts and settings
Dewalt and Dewalt (2002) add that it improves the quality of data collection and
interpretation and facilitates the development of new research questions or
hypotheses
CHALLENGES
Research may be subject to observer bias as the researcher deliberately selects easy
to reach respondents who also share similar characteristics to the researcher.
Covert observation is unethical as it infringes upon the privacy of the researched.
Overt observation is subject to a Hawthorne effect, hence the data collected is
somewhat biased.
Covert observation may expose the researcher to danger when they are required to
perform certain activities as part of the culture. E.g.. Smoking, unprotected sex or
other rituals associated with a given group.
 The information collected is often not representative of the culture because it is
based on the researcher’s interests and preferences.
Generalizations made from the results of participant observation are therefore
erroneous.
CHALLENGES CONTINUED….
Dewalt and Dewalt (2002) note that male and female researchers have access to
different information, as they have access to different people, settings, and bodies of
knowledge.
 Participant observation is conducted by a biased human who serves as the
instrument for data collection; the researcher must understand how his/her gender,
sexuality, ethnicity, class, and theoretical approach may affect observation, analysis,
and interpretation.
Most observers are not full participants in community life hence their
understanding of given cultures is transitory (Shensul et al, 1999).
CHALLENGES CONTINUED….
Researchers may not be accepted within a given community because of their
appearance, ethnicity, age, gender, and class.
There is also a lack of trust - the community may not be comfortable with having
an outsider presents.
Potential danger to either the community or the researcher which limits researcher
access to useful data.
 The community members may use a language that is unfamiliar to the researcher
Respondents may also change from one language to another that is not understood
by the researcher
They may change the subject when the researcher arrives.
CHALLENGES CONTINUED….
They may refuse to answer certain questions.
They may move away from the researcher to talk out of ear shot
They may fail to invite the researcher to social events where they can learn more
about group culture and if the researchers attends as an un-invited they are
ostracized.
The researcher may not be sure about the extent of their participation and the effect
this will have on the results obtained.
unless ethnographers use other methods than just participant observation, there is
likelihood that they will fail to report the negative aspects of the cultural members
(Dewalt et al, 1998).
CONCLUSION
The above indicates that:
Participant observation can be a useful way of obtaining research data via
ethnography particularly in reference to groups that are difficult to enter.
However, the research process is subject to a range of limitations as indicated
above.
The researcher should be prepared to face exclusion at one point in their
interaction.
The researcher has to exercise reflexivity in order to understand the biases that may
interfere with the correct interpretation of what is observed.
REFERENCES
1. deMunck, V.C. & Sobo, E.J. (Eds) (1998). Using methods in the field: a practical introduction
and casebook. Walnut Creek, CA: AltaMira Press.
2. DeWalt, K.M. & DeWalt, B.R. (1998). Participant observation. In Russell, B. (Ed.), Handbook
of methods in cultural anthropology (pp.259-300). Walnut Creek: AltaMira Press.
3. Erlandson, D.A.; Harris, E.L.; Skipper, B.L. & Allen, S. D. (1993). Doing naturalistic inquiry:
a guide to methods. Newbury Park, CA: Sage.
4. Lincoln, Y.S. & Guba, E.G. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage.
5. Schensul, S.L.; Schensul, J.J. & LeCompte, M.D. (1999). Essential ethnographic methods:
observations, interviews, and questionnaires (Book 2 in Ethnographer's Toolkit). Walnut Creek,
CA: AltaMira Press.
6. Schmuck, R. (1997). Practical action research for change. Arlington Heights, IL: IRI/Skylight
Training and Publishing.