4.1. observation studies

Welcome toRESEARCH DESIGN[ ]Dr. Myrza Rahmanita, SE, M.ScObservation Studies

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FIRST LET’S WE SEE ABOUT

The Learning Objectives

When observation studies are most useful. Distinctions between monitoring non-

behavioral and behavioral activities Strengths of the observation approach in

research design. Weaknesses of the observation approach in

research design. Three perspectives from which the observer-

participant relationship may be viewed. Various designs of observation studies.

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OBSERVATION AND RESEARCH

Process

8-5

As Shown in the diagram below …

SELECTING

The Data Collection Method

8-7


SELECTING

An Observation Data Collection Approach

8-9


RESEARCH

Design

Task Details

How?

Where?What?

(event or time)

When?

Who?

8-11


CONTENT OF

Observation

8-13

Factual Inferential

• Introduction/identification of salesperson and

customer.

• Credibility of salesperson. Qualified status of

customer.

• Time and day of week. • Convenience for the customer. Welcoming

attitude of the customer

• Product presented. • Customer interest in product.

• Selling points presented per product. • Customer acceptance of selling points of

product.

• Number of customer objections raised per

product.

• Customer concerns about features and benefits.

• Salesperson’s rebuttal of objection. • Effectiveness of salesperson’s rebuttal attempts.

• Salesperson’s attempt to restore controls. • Effectiveness of salesperson’s control attempt.

• Consequences for customer who prefers

interaction.

• Length of interview. • Customer’s/salesperson’s degree of enthusiasm

for the interview.

• Environmental factors interfering with the

interview.

• Level of distraction for the customer.

• Customer purchase decision. • General evaluation of sale presentation skill.

As Shown in the table below …

DATA

Collection

8-15

Watching

Listening

Touching

Smelling

Reading


USING

Observation

8-17

Systematic planning

Properly controlled

Consistently dependable

Accurate account of events


OBSERVATION

Classification

8-19

Non-behavioral

• Physical condition analysis

• Process or Activity analysis

• Record analysis

Behavioral

• Nonverbal

• Linguistic

• Extralinguistic

• Spatial


SELECTING AN OBSERVATION DATA COLLECTION APPROACH

Non-Behavioral

8-21


NON-BEHAVIORAL

Observation

8-23

Record

Analysis

Physical Condition

Analysis

Physical Process

Analysis


SELECTING AN OBSERVATION DATA COLLECTION APPROACH

Behavioral

8-25


SYSTEMATIC

Observation

8-27

Encoding

observation

information

Structured

Systematic

Trained

observers

Standardized

procedures

Recording

schedules


FLOWCHART

For Observation Checklist Design

8-29


MECHANICAL/DIGITAL BEHAVIORAL

Observation

8-31

Eye camera

Pupilometer

Devices

Audio recorder

Video camera

Galvanometer

Tachistoscope


OBSERVER-PARTICIPANT

Relationship

8-33

Direct vs. indirect

Known vs. unknown

Involved vs. uninvolved


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EXTRALINGUISTIC

Observation

8-35

Vocal

Temporal

Interaction

Verbal Stylistic


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DESIRED CHARACTERISTIC

For Observers

8-37

Concentration

Detail-oriented

Unobtrusive

Experience level


ERROR INTRODUCED

by Observers

HALO EFFECT

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OBSERVER DRIFT

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EVALUATION OF

Behavioral Observation

8-42

Strengths

• Securing information that is otherwise unavailable

• Avoiding participant filtering/ forgetting

• Securing environmental context

• Optimizing naturalness

• Reducing obtrusiveness

Weaknesses

• Enduring long periods

• Incurring higher expenses

• Having lower reliability of inferences

• Quantifying data

• Keeping large records

• Being limited on knowledge of cognitive processes


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4.1. observation studies