1 / 20

Observation Research

Observation Research. Scientific Observation Is Systematic. “YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes. What is Observation Research?. The systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed.

norris
Download Presentation

Observation Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Observation Research

  2. Scientific Observation Is Systematic “YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock Holmes

  3. What is Observation Research? • The systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed. • No questioning or communicating with people typically occurs. • “Where observation is concerned, chance favors only the prepared mind.” • Louis Pasteur

  4. What Can Be Observed

  5. Human vs. Mechanical Observation • Human Observation • Human being is the observer. • More flexibility • Observer bias • Mechanical Observation • A device is the observer/recorder. • Traffic cameras • Click-through rates • Security cameras

  6. Visible vs. Hidden Observation • Visible Observation • Observer’s presence known to subject(s). • Reduced chance of privacy violations • Hidden Observation • Subject(s) unaware observation is taking place. • Minimizes respondent error

  7. Direct Observation • Straightforward attempt to observe and record what naturally occurs • The investigator does not create an artificial situation

  8. Contrived Observation • Investigator creates an artificial environment in order to test a hypothesis. • Airline passenger complaining about the peanuts may be a researcher investigating how flight attendants respond to complaints. • Mystery shoppers

  9. Response Latency • Recording the decision time necessary to make a choice between two alternatives • It is presumed to indicate the strength of preference between alternatives.

  10. Observation of Human BehaviorBenefits • Communication with respondent not necessary • No distortions due to self-report (e.g.: no social desirability) bias • No need to rely on respondents’ memory • Nonverbal behavior data may be obtained

  11. Observation of Human BehaviorBenefits • Certain data may be obtained more quickly • Environmental conditions may be recorded • May be combined with survey to provide supplemental evidence

  12. Observation of Human BehaviorLimitations • Cognitive phenomena cannot be observed • Interpretation of data may be a problem • Not all activity can be recorded • Only short periods can be observed • Observer bias possible • Possible invasions of privacy

  13. Observation of Physical Objects • Physical-trace evidence • Wear and tear of a book indicates how often it has been read

  14. Content Analysis • Obtains data by observing and analyzing the content of advertisements, letters, articles, etc. • Deals with the study of the message itself • Measures the extent of emphasis or omission

  15. Physiological Reactions • Eye tracking • Pupilometer • Psychogalvanometer • Voice pitch

  16. Eye Tracking Monitors • Measure unconscious eye movements • Record how the subject actually reads or views an advertisement

  17. Pupilometer • Device observes and records changes in the diameter of the subject’s pupils.

  18. Psychogalvanometer • Measures galvanic skin response • Involuntary changes in electrical resistance of the skin • Assumption: • physiological changes accompany emotional reactions

  19. Voice Pitch Analysis • Records abnormal frequencies in the voice that (supposedly) reflect emotional reactions to stimuli

  20. Measuring Physiological Reactions Problems • Valid measure of future sales, attitude change, or emotional response? • Measuring device sensitivity • Identifying arousal is one thing • Precisely measuring levels of arousal is another • Measuring device(s)’ expense • Subjects in artificial surroundings • Subjects know they are being observed

More Related