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Ch08 - Data Collection

The document discusses observation as a method for collecting data in business research. It describes different types of observation including participant versus non-participant, controlled versus uncontrolled, and structured versus unstructured observation. Examples of observation in various business contexts are provided. Key dimensions for classifying types of observation and considerations for participant observation and structured observation are outlined.

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9 views

Ch08 - Data Collection

The document discusses observation as a method for collecting data in business research. It describes different types of observation including participant versus non-participant, controlled versus uncontrolled, and structured versus unstructured observation. Examples of observation in various business contexts are provided. Key dimensions for classifying types of observation and considerations for participant observation and structured observation are outlined.

Uploaded by

ahmadbinowaidha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Research Methods for Business

A Skill Building Approach


Eighth Edition

1
Chapter 8

Data collection methods: Observation

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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.

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.
4
Key dimensions characterizing
type of observation

 Controlled versus Uncontrolled Observational


Studies
 Participant versus Non-Participant Observation
 Structured versus Unstructured Observational
Studies
 Concealed versus Unconcealed observation

5
Participant Observation
 The participatory aspect:
– Complete participation
– Moderate participation
– Active participation

 To what extent should I participate?

6
Participant Observation
 The observation aspect
– Obtaining permission
– Finding a ‘sponsor’
– Establishing rapport

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What to observe?
 Descriptive observation stage:
– Space
– Objects
– Actors
– Feelings
– Events
Spradly, 1980

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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

9
Structured observation
 Looks selectively at predetermined phenomena

 Different levels of structure

10
Coding schemes
 Focus

 Objective

 Ease of use

 Mutually exclusive and collectively exhaustive

11
Standard Coding Schemes
 Simple checklist

 Sequence record

 Sequence record on time scale

12

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