Introduction to Observational StudiesPresented by Ruth Ronan and Andrea Sicari

Adapted from "Using Observation to Evaluate Extension Programs" by Paul McCawley, University of Idaho

Presentation OutlineObservational study definedTypes of observational studiesObservation study examples

Observation

A type of data collection that involves the watching, inspecting, and taking note of behaviors and the environment.

Method When to Use Time Required Cost Resources Required

Conduct or

Implement

Analyze Data

HRD Management

Observations

Used for conducting strategic, job and task analysis or knowledge and skills assessment.Document performance.Observe frequencey of performance.Document amount of time taken to perform a task

Low Low to medium

Low Time

Availability of individuals

Knowledge of the performance to be observed

Observation form

Observational Studies

Qualitative or Unstructured ObservationIn qualitative

research, a hypothesis is not needed to begin research.

“participant observation”

It relies on the skills of the observer to recognize and record, behaviors.

Used to obtain an initial feel for a situation.

Quantitative or Structured Observation Requires a hypothesis

before research can begin.

Observers are trained to count, record, and summarize data about predetermined behaviors.

Can be conducted after unstructured observation to increase the reliability of observations and provide an accurate way to report data.

Reduces the potential for bias.

Observational Situations

SITUATION:People Watching

PeopleEXAMPLE:Observers stationed in supermarkets watch consumers check out their groceries. The purpose is to see how much “prepared” vs. “fresh” food is purchased.

Observational Situations

SITUATION:People Watching PhenomenaEXAMPLE:Observer stationed at the fair counting visitors moving in various directions. 

Tips for Unobtrusive ObservationObserve: be quiet,

watch, understandDon't explain Don't ask the

subject's opinion Don't defend the

design Don't apologize Don't suggestDon't contradict or

agree with your subject: stay neutral

ReferencesAbrams, Bill. 2000. Observational Research

Handbook: Understanding How Consumers Live with Your Product. McGraw-Hill.

Medley, D. M. & Mitzel, H. E. 1963. Measuring Classroom Behavior by Systematic Observation. In N. L. Gage (ed.), Handbook of Research on Teaching (pp.247-328). Chicago: Rand McNally.

Gupta, K. et al. 2007. A Practical Guide to Needs Assessment. San Francisco: John Wiley and Sons.