chapter 10: collecting data by observation. two methods of data collection communication a method of...
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Chapter 10:Collecting Data by
Observation
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Two Methods of Data CollectionCOMMUNICATION
A method of data collection involving questioning respondents to secure the desired information using a data collection instrument called a questionnaire.
OBSERVATIONA method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded.
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Communication vs. Observation
ATTRIBUTE Communication Observation
Versatility
Speed
Cost
Objectivity
Accuracy
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Observation is often the best method for generating valid data about individuals’ behavior.
For example, using communication methods we can ask a consumer to estimate how many jars of peanut butter he purchased at a particular store in the past year. With observation research, we can KNOW how many jars he purchased at that store in the past year.
Why Use Observation Research?
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Key Issues for Collecting Information by Observation
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STRUCTUREThe degree of standardization used with the data collection instrument.
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Structured ObservationMethod of observation in which the phenomena to be
observed (typically behaviors) can be defined precisely along with the categories used to record the phenomena.
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Unstructured ObservationMethod of observation in which the researcher has a
great deal of flexibility in terms of what to note and record.
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DISGUISEThe amount of knowledge people have about a study in which they are participating.
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Disguised vs. Undisguised Observation
With disguised observation, subjects are not aware that they are being observed.
Ethical considerations Debriefing
With undisguised observation, subjects are aware that they are being observed.
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Mystery Shopping: Disguised Observation
Mystery shoppers might be used to gauge the aesthetics and appeal of baked goods displays.
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Natural SettingSubjects are observed in the environment where the
behavior normally takes place.
Shopping in a storeUsing or consuming a product at home
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Contrived SettingSubjects are observed in an environment that has been
specially designed for recording their behavior.
“fake” storecomputer simulation
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Human vs. Mechanical ObservationWith human observation, individuals are trained
to systematically observe a phenomenon and to record on the observational form the specific events that take place.
With electrical or mechanical observation, an electrical or mechanical device observes a phenomenon and records the events that take place.
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Examples of Mechanical ObservationVideo cameras
Bar code scanners
Response latency
Galvanometer
Voice-pitch analysis
Eye camera