Business Research Methods Chap013
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Transcript of Business Research Methods Chap013
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13-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights
Reserved.
Part ThreeSOURCES AND
COLLECTION OF DATA
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Chapter ThirteenOBSERVATIONAL STUDIES
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Observation
• Nonbehavioral observation
• Behavioral observation
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Observation
Nonbehavioral observation
• Record analysis
• Physical condition analysis
• Process or activity analysis
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Observation
Behavioral observation
• Nonverbal analysis
• Linguistic analysis
• Extralinguistic analysis
• Spatial analysis
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Advantages of the Observational Method
• Collect the original data at the time it occurs
• Secure information that participants would ignore because it’s so common it is not seen as relevant
• Only method available to collect certain types of data
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Advantages of the Observational Method (cont.)
• Capture the whole event as it occurs in its natural environment
• Participants seem to accept an observational intrusion better than they respond to questioning
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Limitations of the Observational Method
• Observer or recording equipment must be at the scene of the event when it takes place
• Slow process• Expensive process• Most reliable results are restricted to
information that can be learned by overt action or surface indicators
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Limitations of the Observational Method (cont.)
• Research environment is more likely suited to subjective assessment and recording of data than to quantification of events
• Limited as a way to learn about the past
• Cannot observe rationale for actions, only actions themselves
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Relationship between Observer and Participant
• Direct or indirect observation
• Observer’s presence known or unknown to the participant
• Observer is involved or not involved with the participant
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Observation Methods
• Direct
• Indirect
• Participant
• Simple
• Systematic
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Guidelines for Selecting Observers
• Ability to concentrate in a setting full of distractions
• Ability to remember details of an experience
• Ability to be unobtrusive in the observational situation
• Ability to extract the most from an observational study
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Observation Data Collection
• Who
• What– Event Sampling– Time Sampling
• When
• How
• Where