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