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    Chapter 11 Observation Research

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    Amanda Samaras
    This chapter discusses observation methods used in business research. It describes observation as the systematic recording of actual behaviors, objects, and events as they occur. Direct observation involves observing what naturally happens, while contrived observation creates an artificial environment to test hypotheses. Mechanical observation tools can also be used, such as eye tracking monitors, pupilometers, and devices that measure physiological reactions like galvanic skin response, voice pitch, and more. Ethical issues around privacy and consent must also be considered with observation studies.

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    Chapter 11 Observation Research

    Uploaded by

    Amanda Samaras
    128 views16 pages
    This chapter discusses observation methods used in business research. It describes observation as the systematic recording of actual behaviors, objects, and events as they occur. Direct observation involves observing what naturally happens, while contrived observation creates an artificial environment to test hypotheses. Mechanical observation tools can also be used, such as eye tracking monitors, pupilometers, and devices that measure physiological reactions like galvanic skin response, voice pitch, and more. Ethical issues around privacy and consent must also be considered with observation studies.

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    This chapter discusses observation methods used in business research. It describes observation as the systematic recording of actual behaviors, objects, and events as they occur. Direct observation involves observing what naturally happens, while contrived observation creates an artificial environment to test hypotheses. Mechanical observation tools can also be used, such as eye tracking monitors, pupilometers, and devices that measure physiological reactions like galvanic skin response, voice pitch, and more. Ethical issues around privacy and consent must also be considered with observation studies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    128 views16 pages

    Chapter 11 Observation Research

    Uploaded by

    Amanda Samaras
    This chapter discusses observation methods used in business research. It describes observation as the systematic recording of actual behaviors, objects, and events as they occur. Direct observation involves observing what naturally happens, while contrived observation creates an artificial environment to test hypotheses. Mechanical observation tools can also be used, such as eye tracking monitors, pupilometers, and devices that measure physiological reactions like galvanic skin response, voice pitch, and more. Ethical issues around privacy and consent must also be considered with observation studies.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    Chapter 11

    OBSERVATION METHODS

    111

    LEARNING OUTCOMES
    After studying this chapter, you should be able to
    1. Discuss the role of observation as a business research method 2. Describe the use of direct observation and contrived observation

    3. Identify ethical issues observation studies


    4. Explain the observation of physical objects and message content 5. Describe major types of mechanical observation 6. Summarize techniques for measuring physiological reactions

    112

    Observation in Business Research


    Observation
    The systematic process of recording actual behavioral patterns of people, objects, and events as they happen.

    113

    EXHIBIT 11.1

    What Can Be Observed

    114

    What Cannot Be Observed?


    Limitations of Observations in General
    Observation can describe the event that occurred but cannot explain why the event occurred.
    Observation over long periods is expensive or even impossible.

    115

    The Nature of Observation Studies


    Visible Observation
    Observation in which the observers presence is known to the subject.

    Hidden Observation
    Observation in which the subject is unaware that observation is taking place.

    Advantages of Observation over Surveying


    Data are free from distortions, inaccuracies, or other response biases. Data are recorded when actual and nonverbal behavior takes place.
    116

    EXHIBIT 11.2

    Observing and Interpreting Nonverbal Communication

    117

    Observation of Human Behavior


    Complementary Evidence
    Observation provides an additional source of information that helps explain other research findings.

    Response Latency
    The amount of time it takes to make a choice between two alternatives; used as a measure of the strength of preference.

    118

    Direct and Contrived Observation


    Direct Observation
    A straightforward attempt to observe and record what naturally occurs.

    Contrived Observation
    Observation in which the investigator creates an artificial environment in order to test a hypothesis. Environment may increase the frequency of certain behavior patterns to be observed.

    119

    Errors Associated With Direct Observation


    Observer Bias
    A distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer.
    Recording events subjectively Recording events inaccurately

    Interpreting observation data incorrectly

    11 10

    Ethical Issues in the Observation of Humans


    Issues
    Respondents right to privacy Contrived observation as entrapment

    Researchers feel comfortable collecting observational data if:


    The observed behavior is commonly performed in public where others can observe the behavior. The behavior is performed in a setting that assures the anonymity of the person being observed. The observed person has agreed to be observed.

    11 11

    Observation of Physical Objects and Content Analysis


    Physical-Trace Evidence
    Example:
    Wear on library book Packages in trash

    A visible mark of some past event or occurrence.

    Content Analysis
    The systematic observation and quantitative description of the manifest content of communication.

    11 12

    Mechanical Observation
    Television Monitoring
    Computerized mechanical observation used to obtain television ratings.

    Monitoring Web site Traffic


    Hits and page views
    Unique visitors

    Click-through rate (CTR)


    Proportion of people exposed to an Internet ad who actually click on its hyperlink to enter the Web site; click-through rates are generally very low.

    11 13

    Mechanical Observation (contd)


    Scanner-Based Research
    Scanner-based consumer panel
    A type of consumer panel in which participants purchasing habits are recorded with a laser scanner rather than a purchase diary.

    11 14

    Measuring Physiological Reactions


    Eye-Tracking Monitor
    Records how the subject actually reads or views an advertisement. Measures unconscious eye movements.

    Pupilometer
    Observes and records changes in the diameter of the subjects pupils.

    11 15

    Measuring Physiological Reactions


    Psychogalvanometer
    Measures galvanic skin responseinvoluntary changes in the electrical resistance of the skin.
    Assumes that physiological changes accompany emotional reactions.

    Voice Pitch Analysis


    Measures emotional reactions through physiological changes in a persons voice.

    11 16

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