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Donald Cooper Pamela Schindler

Donald Cooper Pamela Schindler. Chapter 13. Business Research Methods. Chapter 13. Observational Studies. Observation. Slide 13 - 1. Nonbehavioral observation Behavioral observation. Observation. Slide 13 - 2. Nonbehavioral observation Record analysis Physical condition analysis

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Donald Cooper Pamela Schindler

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  1. Donald Cooper Pamela Schindler Chapter 13 Business Research Methods

  2. Chapter 13 Observational Studies

  3. Observation Slide 13 - 1 • Nonbehavioral observation • Behavioral observation

  4. Observation Slide 13 - 2 Nonbehavioral observation • Record analysis • Physical condition analysis • Process or activity analysis

  5. Observation Slide 13 - 3 Behavioral observation • Nonverbal analysis • Linguistic analysis • Extralinguistic analysis • Spatial analysis

  6. Advantages of the Observational Method Slide 13 - 4 • Collect the original data at the time it occurs • Secure information that participants would ignore because it’s so common it is not seen as relevant • Only method available to collect certain types of data

  7. Advantages of the Observational Method (cont.) Slide 13 - 5 • Capture the whole event as it occurs in its natural environment • Subjects seem to accept an observational intrusion better than they respond to questioning

  8. Limitations of the Observational Method Slide 13 - 6 • Observer or recording equipment must be at the scene of the event when it takes place • Slow process • Expensive process • Most reliable results are restricted to information that can be learned by overt action or surface indicators

  9. Limitations of the Observational Method (cont.) Slide 13 - 7 • Research environment is more likely suited to subjective assessment and recording of data than to quantification of events • Limited as a way to learn about the past • Cannot observe rationale for actions, only actions themselves

  10. Relationship between Observer and Subject Slide 13 - 8 • Direct or indirect observation • Observer’s presence known or unknown to the subject • Observer is involved or not involved with the respondent

  11. Observation Methods Slide 13 - 9 Direct Indirect Participant Simple Systematic

  12. Guidelines for Selecting Observers Slide 13 - 10 • Ability to concentrate in a setting full of distractions • Ability to remember details of an experience • Ability to be unobtrusive in the observational situation • Ability to extract the most from an observational study

  13. Observation Data Collection Slide 13 - 11 • Who • What Event Sampling Time Sampling • When • How • Where

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