Chapter 8

1. Chapter 8 Observation Studies

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.

3. Learning Objectives Understand . . . • Three perspectives from which the observer-participant relationship may be viewed. • Various designs of observation studies.

4. Observation and the Research Process

5. Selecting the Data Collection Method

6. Selecting an Observation Data Collection Approach

7. Who? Where? What? (event or time) How? When? Research Design Task Details

8. Observation Location

9. Content of Observation

10. Watching Listening Touching Smelling Reading Data Collection

11. Using Observation Systematic planning Properly controlled Consistently dependable Accurate account of events

12. Nonbehavioral Physical condition analysis Process or Activity analysis Record analysis Behavioral Nonverbal Linguistic Extralinguistic Spatial Observation Classification

13. Selecting an Observation Data Collection Approach . . .Nonbehavioral

14. Nonbehavioral Observation Record Analysis Physical Condition Analysis Physical Process Analysis

15. Wal-Mart Implements Use of RFID Labels

16. Selecting an Observation Data Collection Approach…Behavioral

17. Behavioral Observation • “We noticed people scraping the toppings off our pizza crusts. We thought at first there was something wrong, but they said, ‘We love it, we just don’t eat the crust anymore.” • Tom Santor, Donatos Pizza

18. Standardized procedures Structured Trained observers Encoding observation information Recording schedules Systematic Observation Systematic

19. Flowchart for Checklist Design

20. Video camera Pupilometer Audio recorder Tachistoscope Eye camera Galvanometer Mechanical/ Digital Behavioral Observation Devices

21. SizeUSA Body Measurement System

22. Portable People Meters

23. Observer-Participant Relationship Direct or indirect observation Presence is known or unknown Observer involved or not involved in events

24. Extralinguistic Observation Vocal Temporal Interaction Verbal Stylistic

25. Desired Characteristics for Observers Concentration Detail-oriented Unobtrusive Experience level

26. Errors Introduced by Observers Halo Effect Observer Drift

27. Strengths Securing information that is otherwise unavailable Avoiding participant filtering/ forgetting Securing environmental context Optimizing naturalness Reducing obtrusiveness Weaknesses Enduring long periods Incurring higher expenses Having lower reliability of inferences Quantifying data Keeping large records Being limited on knowledge of cognitive processes Evaluation of Behavioral Observation

28. Concealment Event sampling Halo effect Observation Direct Extralinguistic Indirect Linguistic Nonverbal Participant Simple Spatial systematic Key Terms

29. Observation checklist Observer drift Physical condition analysis Physical trace Process (activity) analysis Reactivity response Record analysis Spatial Relationships Time sampling Unobtrusive measures Key Terms