Interviews and questionnaires valuable ways to gather information. Both reliant on accuracy & honesty of answers relating to persons behaviour and beliefs which is a weakness with both approaches.
Observation is alternative technique. Observe behaviours first-hand and analyse by quantitative or qualitative means.
Observation used by everyone. Examples:
- Consumer comparing prices in retail outlets before buying
- Social planners monitoring traffic counts
- Managers observing employees in work place
Key factors of observation technique
- What will be observed?
- Relates directly to objectives of research and measures to be employed.
- Where will the observations be made?
- Advantages to having neutral setting for observation, but not always possible e.g. in working environment.
- Best way to undertake observation is to be unobtrusive (e.g. use of one-way mirror if possible). Enabled by making regular observations or by concealing the fact that observations are being undertaken.
- How many observations will be made?
- To provide balanced view and valid conclusions, as many observations as possible should be made. Needs to be considered against practicality and time.
- How will the observations be recorded and analysed?
- Narrative recording.
- Observations recorded in real-time with sentences. Very slow method. Not all information can be recorded.
- Frequency counting.
- Observation made each time event occurs.
- Interval method.
- Mainly in scientific research, behaviour record at determined time interval.
- Duration method.
- Amount of time individual engaged in behaviour recorded, e.g. on the telephone
-
- Useful to record number of observations for individuals/groups for later analysis e.g. tracking areas of football pitches covered by player(s).
- Narrative recording.