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Research Method CH 8

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Jennifer Andriani
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32 views12 pages

Research Method CH 8

Uploaded by

Jennifer Andriani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 8

Data Collection Methods:


Observation

Slide 8-2
Observation

 Observation involves going into ‘the field’,


- the factory, the supermarket, the waiting
room, the office, or the trading room -
watching what workers, consumers, or
day traders do, and describing, analyzing,
and interpreting what one has seen.

Slide 8-3
Examples
 Shadowing a Wall Street broker engaged
in his daily routine.
 Observing in-store shopping behavior of
consumers via a camera.
 Sitting in the corner of an office to
observe how a merchant bank trader
operates.
 Working in a plant to study factory life.
 Studying the approach skills of sales
people disguised as a shopper.
Slide 8-4
Key
Key Dimensions
Dimensions Characterizing
Characterizing Type
Type of
of
Observation
Observation

 Controlled versus Uncontrolled


Observational Studies
 Participant versus Non-Participant
Observation
 Structured versus Unstructured
Observational Studies
 Concealed versus Unconcealed
observation

Slide 8-5
Participant
Participant Observation
Observation

 The participatory aspect:


 Complete participation
 Moderate participation
 Active participation

 To what extent should I participate?

Slide 8-6
Participant
Participant Observation
Observation

 The observation aspect


 Obtaining permission
 Finding a ‘sponsor’
 Establishing rapport

Slide 8-7
What to Observe?

 Descriptive observation stage:


 Space
 Objects
 Actors
 Feelings
 Events
Spradly, 1980

Slide 8-8
What to Observe?

 Focused and selective observation stage:


 Look for a story line
 Sort out regular from irregular activities
 Look for variation in the storyline
 Look for negative cases or exceptions
 Develop a plan for systematic
observation if needed

DeWalt and DeWalt, 2002


Slide 8-9
Structured Observation

 Looks selectively at predetermined


phenomena

 Different levels of structure

Slide 8-10
Coding Schemes

 Focus

 Objective

 Ease of use

 Mutually exclusive and collectively


exhaustive

Slide 8-11
Standard
Standard Coding
Coding Schemes
Schemes

 Simple checklist

 Sequence record

 Sequence record on time scale

Slide 8-12

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