Collecting Data and Information – Observation Techniques

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).