Which of the following is an advantage of observational methods of data collection?

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Advantages of Observation Method
Disadvantages of Observation Method
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Authorship/Referencing - About the Author(s)
Observational Field Research
After reading this web page, you should be able to
Should you or shouldn't you collect your data through observation?
Types of Observations
Observational Variables
Okay, so this is a lot to remember. Go back up to the check-list of "things you should be able to..." and ask yourself some questions. Remember, observations are a great way to start and add to a research project.
Good luck observing!
What is a major advantage of observational methods?
Which of the following is an advantage of the observational study?
What is the difference between survey research and observational research?
What is one advantage of observational research quizlet?
Which of the following advantages is the greatest advantage of observation methods?
Which of the following is an advantage of observational methods of data collection quizlet?
What are the advantages and disadvantages of observation method of data collection?
Which of the following is an advantage of the observational study?

The observation method involves human or mechanical observation of what people actually do or what events take place during a buying or consumption situation. “Information is collected by observing process at work. ”The following are a few situations:-

Service Stations-Pose as a customer, go to a service station and observe.
To evaluate the effectiveness of display of Dunlop Pillow Cushions-In a departmental store, observer notes:- a) How many pass by; b) How many stopped to look at the display; c) How many decide to buy.
Super Market-Which is the best location in the shelf? Hidden cameras are used.
To determine typical sales arrangement and find out sales enthusiasm shown by various salesmen-Normally this is done by an investigator using a concealed tape-recorder.

Advantages of Observation Method

If the researcher observes and record events, it is not necessary to rely on the willingness and ability of respondents to report accurately.
The biasing effect of interviewers is either eliminated or reduced. Data collected by observation are, thus, more objective and generally more accurate.

Disadvantages of Observation Method

The most limiting factor in the use of observation method is the inability to observe such things such as attitudes, motivations, customers/consumers state of mind, their buying motives and their images.
It also takes time for the investigator to wait for a particular action to take place.
Personal and intimate activities, such as watching television late at night, are more easily discussed with questionnaires than they are observed.
Cost is the final disadvantage of observation method. Under most circumstances, observational data are more expensive to obtain than other survey data. The observer has to wait doing nothing, between events to be observed. The unproductive time is an increased cost.

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Authorship/Referencing - About the Author(s)

The article is Written By “Prachi Juneja” and Reviewed By Management Study Guide Content Team. MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. We are a ISO 2001:2015 Certified Education Provider. To Know more, click on About Us. The use of this material is free for learning and education purpose. Please reference authorship of content used, including link(s) to ManagementStudyGuide.com and the content page url.

Observational Field Research
After reading this web page, you should be able to
Should you or shouldn't you collect your data through observation?
Types of Observations
Observational Variables
Okay, so this is a lot to remember. Go back up to the check-list of "things you should be able to..." and ask yourself some questions. Remember, observations are a great way to start and add to a research project.
Good luck observing!
What is a major advantage of observational methods?
Which of the following is an advantage of the observational study?
What is the difference between survey research and observational research?
What is one advantage of observational research quizlet?

First this Web Page will discuss the appropriate situations to use observational field research. Second, the various types of observations research methods are explained. Finally, observational variables are discussed. This page's emphasis is on the collection rather the analysis of data.

After reading this web page, you should be able to

Understand the advantages and disadvantages of observational research compared to other research methods.
Understand the strengths and weaknesses in the validity of observational research findings.
Know what Direct Observation is and some of the main concerns of using this method.
Know what Continuos Monitoring is and what types of research it is appropriate for.
Understand Time Allocation research and why you would want to use it.
Know why unobtrusive research is a sticky proposition.
Understand the validity issues when discussing unobtrusive observation.
Know what to do in a behavior trace study.
Consider when to conduct a disguised field experiment.
Know the observational variables.

Should you or shouldn't you collect your data through observation?

Questions to consider:

Is the topic sensitive?Are people uncomfortable or unwilling to answer questions about a particular subject? For instance, many people are uncomfortable when asked about prejudice. Self-reports of prejudice often bring biased answers. Instead, a researcher may choose to observe black and white students interactions. In this case, observations are more likely to bring about more accurate data. Thus, sensitive social issues are better suited for observational research. Can you observe the Phenomena?You must be able to observe what is relevant to your study. Let's face it, you could observe and observe but if you never see what your studying your wasting your time. You can't see attitudes. Although you can observe behaviors and make inferences about attitudes. Also, you can't be everywhere. There are certain things you can't observe. For example, questions regarding sexual behavior are better left to a survey. Do you have a lot of time?Many people don't realize that observational research may be time consuming. In order to obtain reliability, behaviors must be observed several times. In addition, there is also a concern that the observer's presence may change the behaviors being observed. As time goes on, however, the subjects are more likely to grow accustomed to your presence and act normally. It is in the researchers best interest to observe for a long period of time. Are you not sure what your looking for?That's okay! Known as descriptive research, observations are a great way to start a research project. Let's say you are interested in male and female behavior in bars. You have no idea what theory to use or what behavior you are interested in looking for. So, you watch, and, wow, you see something. Like the amount of touching is related to alcohol consumption. So you run to the library, gather your research, and maybe decide to do more observations or supplement your study with surveys. Then, these observations turn into a theory once they are replicated (well, it's not quite that simple). So you see, observations are a good place to start.

Types of Observations

Okay, so you've decided that you think observational research is for you. Now you only have to pick which kind of observation to do.

Direct (Reactive) Observation
In direct observations, people know that you are watching them. The only danger is that they are reacting to you. As stated earlier, there is a concern that individuals will change their actions rather than showing you what they're REALLY like. This is not necessarily bad, however. For example, the contrived behavior may reveal aspects of social desirability, how they feel about sharing their feelings in front of others, or privacy in a relationship. Even the most contrived behavior is difficult to maintain over time. A long term observational study will often catch a glimpse of the natural behavior. Other problems concern the generalizability of findings. The sample of individuals may not be representative of the population or the behaviors observed are not representative of the individual (you caught the person on a bad day). Again, long-term observational studies will often overcome the problem of external validity. What about ethical problems you say? Ethically, people see you, they know you are watching them (sounds spooky, I know) and they can ask you to stop.
Now here are two commonly used types of direct observations:
1. Continuous Monitoring:
  Continuos monitoring (CM) involves observing a subject or subjects and recording (either manually, electronically, or both) as much of their behavior as possible. Continuos Monitoring is often used in organizational settings, such as evaluating performance. Yet this may be problematic due to the Hawthorne Effect. The Hawthorne Effect states that workers react to the attention they are getting from the researchers and in turn, productivity increases. Observers should be aware of this reaction. Other CM research is used in education, such as watching teacher-student interactions. Also in nutrition where researchers record how much an individual eats. CM is relatively easy but a time consuming endeavor. You will be sure to acquire a lot of data.
2. Time Allocation:
  Time Allocation (TA) involves a researcher randomly selecting a place and time and then recording what people are doing when they are first seen and before they see you. This may sound rather bizarre but it is a useful tool when you want to find out the percent of time people are doing things (i.e. playing with their kids, working, eating, etc.). Thereare several sampling problems with this approach. First, in order to make generalizations about how people are spending their time the researcher needs a large representative sample. Sneaking up on people all over town is tough way to spend your days. In addition, questions such as when, how often, and where should you observe are often a concern. Many researchers have overcome these problems by using nonrandom locations but randomly visiting them at different times.

Unobtrusive Observation:
Unobtrusive measures involves any method for studying behavior where individuals do NOT know they are being observed (don't you hate to think that this could have happened to you!). Here, there is not the concern that the observer may change the subject's behavior. When conducting unobtrusive observations, issues of validity need to be considered. Numerous observations of a representative sample need to take place in order to generalize the findings. This is especially difficult when looking at a particular group. Many groups posses unique characteristics which make them interesting studies. Hence, often such findings are not strong in external validity. Also, replication is difficult when using non-conventional measures (non-conventional meaning unobtrusive observation). Observations of a very specific behaviors are difficult to replicate in studies especially if the researcher is a group participant (we'll talk more about this later). The main problem with unobtrusive measures, however, is ethical. Issues involving informed consent and invasion of privacy are paramount here. An institutional review board may frown upon your study if it is not really necessary for you not to inform your subjects.
Here is a description of two types of unobtrusive research measures you may decide to undertake in the field:
1. Behavior Trace studies:
  Behavior trace studies involve findings things people leave behind and interpreting what they mean. This can be anything to vandalism to garbage. The University of Arizona Garbage Project one of the most well-known trace studies. Anthropologists and students dug through household garbage to find out about such things as food preferences, waste behavior, and alcohol consumption. Again, remember, that in unobtrusive research individuals do not know they are being studied. How would you feel about someone going through your garbage? Surprisingly Tucson residents supported the research as long as their identities were kept confidential. As you might imagine, trace studies may yield enormous data.
2. Disguised Field Observations:
  Okay, this gets a little sticky. In Disguised field analysis the researcher pretends to join or actually is a member of a group and records data about that group. The group does not know they are being observed for research purposes. Here, the observer may take on a number of roles. First, the observer may decide to become a complete-participant in which they are studying something they are already a member of. For instance, if you are a member of a sorority and study female conflict within sororities you would be considered a complete-participant observer. On the other hand you may decide to only participate casually in the group while collecting observations. In this case, any contact with group members is by acquaintance only. Here you would be considered an observer-participant. Finally, if you develop an identity with the group members but do not engage in important group activities consider yourself a participant-observer. An example would be joining a cult but not participating in any of their important rituals (such as sacraficing animals). You are however, considered a member of the cult and trusted by all of the members. Ethically, participant-observers have the most problems. Certainly there are degrees of deception at work. The sensitivity of the topic and the degree of confidentiality are important issues to consider. Watching classmates struggle with test-anxiety is a lot different than joining Alcoholics Anonymous. In all, disguised field experiments are likely to yield reliable data but the ethical dilemmas are a trade-off.

An Interesting Side Note:
The protection of human rights from unethical research practices was heightened as a consequence of the Nazi regime in Germany. The Nuremberg Code was adopted following the trials of the twenty-three Nazi physicians convicted of crimes against humanity. This Code provided a statement concerning the rights of human participants to be informed and freely choose to participate in research. The Nuremberg Code has since influenced policies of ethical research practices in several countries.

Federal Register (1991). Federal policy for the protection of human subjects; notices and rules, part II. Federal register, 56, 28001-28032.

Observational Variables

Before you start on a research project make sure you how you are going to interpret your observations.

Descriptive:
Descriptive observational variables require no inference making on the part of the researcher. You see something and write it down.
Inferential:
Inferential observational variables require the researcher to make inferences about what is observed and the underlying emotion. For example, you may observe a girl banging on her keyboard. From this observation you may assume (correctly) that she is frustrated with the computer.
Evaluative:
Evaluative observational variables require the researcher to make an inference and a judgment from the behavior. For example, you may question whether computers and humans have a positive relationship. "Positive" is an evaluative judgment. You observe the girl banging on her keyboard and conclude that humans and computers do not have a positive relationship (you know you must replicate these findings!).

When writing field notes the researcher should include descriptive as well as inferential data. It is important to describe the setting and the mood in a detailed manner. All such things that may change behavior need to be noted. Especially reflect upon your presence. Do you think that you changed the behavior noticeably?

Okay, so this is a lot to remember. Go back up to the check-list of "things you should be able to..." and ask yourself some questions. Remember, observations are a great way to start and add to a research project.

Good luck observing!

References
and Suggested Reading
Babbie, E. (1992). The practice of social research. (6th ed.). Chapter 11. California: Wadsworth.

Bernard, R. (1994). Research methods in anthropology. (2nd ed.) Chapters 14-15. California: AltaMira.

Gall, M., Borg., & Gall, J. (1996). Educational research. (6th ed.). Chapter 9. New York: Longman.

Montgomery, B. & Duck, S. (1991). Studying interpersonal interaction. Chapter 11. New York: Guilford.

And HIGHLY RECOMMENDED is Trochim's Knowledge Base which is packed with information about validity and research design.

Laura Brown
Comments:
Thanks for Coming!

What is a major advantage of observational methods?

The biggest advantage of observational research has already been noted: it enables businesses to observe potential customers in a natural setting, which can reveal penetrating insights unavailable through other methods such as focus groups and surveys.

Which of the following is an advantage of the observational study?

Other advantages of observational studies are that they are usually cheaper than RCTs and can be used to investigate rare outcomes and to detect unusual side effects, and that some designs are easily and quickly performed.

What is the difference between survey research and observational research?

In broad terms, a # survey simply measures variables, an observational study attempts to find a relationship between variables, and an experiment attempts to establish a cause-and-effect relationship between variables.

What is one advantage of observational research quizlet?

The advantage of observation over interview as a data collection technique is that: observations enable the recording of actual behaviours, rather than participants' interpretations.

Which of the following advantages is the greatest advantage of observation methods?

The greatest advantage of observations methods is that they allow for the measurement of actual behaviour rather than reports of intended behaviour or preferred behaviour. There is no reporting bias, nor is there bias caused by the interviewer and the interviewing process.