Chapter8. Observation Studies Donald R. Cooper & Pamela S. Schindler

1. Chapter8.Observation StudiesDonald R. Cooper & Pamela S. Schindler 授課老師：洪新原　教授 組員：林佳縈 李海微 黃天慧

2. Using Observation

3. Observation and the Research Process

4. Selecting the Data Collection Method

5. Selecting an Observation Approach

6. Observation Classification Nonbehavioral Behavioral Nonverbal observation Linguistic observation Extralinguisticobservation Spatial observation • Record analysis • Physical condition analysis • Process or Activity analysis

7. NonbehavioralObservation • Record analysis • is the extraction of data from current or historical records. Data mining is a type of record analysis. • Physical condition analysis • is the recording of observations of current conditions resulting from prior decisions. • relate to a safety audit or an analysis of inventory conditions or an analysis of food preparation areas in a restaurant.

8. NonbehavioralObservation(Cont.) • Process or Activity analysis • observation by a time study of stages in a process, evaluated on both effectiveness and efficiency. • relates to any organization that tracks time related to activity or process steps and stages.

9. Behavioral Observation • Nonverbal • the most prevalent and refers to recording physical actions or movements of participants. • Linguistic • the observation of human verbal behavior during conversation, presentation, or interaction.

10. Behavioral Observation(Cont.) • Extralinguistic

11. Behavioral Observation(Cont.) • Extralinguistic • the observation of human verbal behavior during conversation, presentation, or interaction. • Spatial • the recording of how humans physically relate to one another.

12. Evaluation of Behavioral Observation

13. Evaluation of Observation

14. The Observer-Participant Relationship

15. The Observer-Participant Relationship may be viewed from three perspectives: Whether the observation is direct or indirect Whether the observer’s presence is known or unknown to the participant What role the observer plays in the events or effects of events recorded.

17. Conducting an observation Study

18. The Type of Study • Simple observation • Its practice is not standardized, as one would expect, because of the discovery nature of exploratory research. • System observation • It employs standardized procedures, trained observers, schedules for recording, and other devices for the observer.

19. The Type of Study

20. The Type of Study • Observation checklist • It is a measuring instrument for testing hypotheses of class 4 studies.

21. Content Specification • Specific conditions, events, or activities that we want to observe determine the observational reporting system. • Observation may be at either a factual or an inferential level.

22. Content Specification

23. Observer Training • General guidelines for the qualification and observers. • Concentration • Detail-oriented • Unobtrusive • Experience

24. Data collection • The data collection plan specifies the details of the task. • It answer the questions who, what, when, how, and where

25. Data collection-what • The characteristics of the observation must be set as sampling elements and units of analysis. • Event sampling • The researcher records selected behavior that answers the investigative questions. • Time sampling • The researcher must choose among a time-point sample, continuous real-time measurement, or a time-interval sample.

26. Data collection-what • Time-point sample • Recording occurs at fixed points for a specified length. • Continuous measurement • Behavior or the elapsed time of the behavior is recorded.

27. Data collection-what • Any of the following could be defined as an act for an observation study: • A single expressed thought • A physical movement • A facial expression • A motor skill

28. Unobtrusive Measures

29. Unobtrusive Measures • Innovative observational procedures that can be both nonreactive and inconspicuously applied. • Of particular interest are measures involving indirect observation based on physical traces(實體追蹤) that include erosion(耗損性)and accretion(添加物). • Physical trace methods present a strong argument for use based on their ability to provide low-cost access to frequency, attendance, and incidence data without contamination from other method or reactivity from participants.

30. Thanks for listening