Optimizing Observation Studies in Research Design

1. Chapter 9 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. Exhibit 9-1 Observation and the Research Process

5. Exhibit 9-2 Selecting the Data Collection Method

6. Exhibit 9-3 Selecting an Observation Data Collection Approach

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

8. Exhibit 9-6 Content of Observation

9. Watching Listening Touching Smelling Reading Data Collection

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

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

12. Exhibit 9-3 Selecting an Observation Data Collection Approach

13. 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

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

15. Exhibit 9-5 Flowchart for Checklist Design

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

17. SizeUSA Body Measurement System

18. Portable People Meters

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

20. Extralinguistic Observation Vocal Temporal Interaction Verbal Stylistic

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

22. Errors Introduced by Observers Halo Effect Observer Drift

23. 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

24. Exhibit 9-3 Selecting an Observation Data Collection Approach

25. Wal-Mart Implements Use of RFID labels

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

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