Ch 9. Collecting primary data through observation

1. Participation observation

(1) Researcher’s roles

(2) Factors that determine the choice

(3) Data collection and analysis

(4) Threats to reliability and validity

2. Structured observation

(1) Data collection and analysis

(2) Threats to reliability and validity

Participant vs. Structured

• Participant observation: - qualitative data collection methods - Derives from social anthropology - Discover the meanings that people attach to their

actions• Structured observation: - Quantitative data collection methods - Concerns with quantifying behaviour, e.g. Frequency

of people’s actions - A systematic and a high level of predetermined

structure

Figure 5.1 The research ‘onion’Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2006

(1)

(2)

(3)

(4)(5)(6)

Knowledge recall

Philosophical perspectives:

Ontology objectivism, subjectivism pragmatism,

Epistemology positivism, realism, interpretivism,

Epistemology: concerns with the methods.Can this research approach be the same as the

approach to studying the natural sciences?

Ontology: concerns with the view on nature of reality.

The assumption about the way the research objects operates.

The commitment held to particular view.

Knowledge recall

1. Participant observation

• Definition- Researcher attempts to participate fully in the lives and activities and becomes a member of their group, org. or community.

- This enables researchers to share their experiences by not merely observing what is happening but also feeling it.

• Researcher immerse in the research setting, with the objective of sharing in people’s lives while attempting to learn their symbolic world.

• It is not popular in management and business research, but possibly in combination with other methods.

• Researcher’s role in participant observation

(1) researcher’s role

(a) Participant as observer

• Researcher reveals his identity of researcher and research purpose to the group.

• Researcher participate in the activities that the group does in daily basis.

• Advantage: researcher could as questions in the research subjects to enhance his understanding

• Ethical issues: no much concerns with

(b) Observer as participant• A spectator (观察者 ) of the group to be

studies• Researchers identity and purpose is declared • Observe without taking part in the activities• Advantage: can focus on your researcher role;

can concentrate on your discussion with the group.

• Disadvantage: lack of emotional involvement, no real feelings

• No much ethical issues to be concerned with.

(c) Complete participant• Researcher attempts to become a member of the

group to be studied• Researcher does NOT reveal the identity• Researcher does NOT reveal the purpose• Position of spy• Ethics: - researcher is trusted by the group with a very close

relationship, - researcher is shared with information that they

would not share if they know your true purpose.

(d) Complete observer

• Researcher does NOT reveal the purpose of his activity when he is observing.

• Researcher does NOT participate in the activities of the group.

• Ethics: consent of the group on their personal data?

(2) Factors determine the choice of the roles

Factors determine the choice of participant

observer role

• The purpose of your research

• The time you have

• The degree to which you feel to participant observation

• Organisational access

• Ethical considerations

(3) Data collection

Types of Data collection • Primary observations: recording when it is

happening or is said • Secondary observations: statement,

interpretations of observers about what has happened.

• Experiential (经验的 )data: perceptions and feelings as researcher experiences the process his is researching.

• Data on factors material to the research setting: e.g. positions, adm. structures, etc.

Types of Data collection

• Descriptive observation

- physical setting, key participants, activities, particular events and sequence; attendant processes, emotions involved

• Narrative account

-

• Ecological validity (生态效度 ): the methods, materials and setting of the study must approximate the real-life situation that is under investigation

- very high on ecological validity- may also threats to validity, e.g. history, maturation

• To reliability: observer bias

To enhance the reliability and validity

• Self-check the conclusions

• Informant (信息报告者 ) verification for “triangulation”

(4). Threats to reliability and validity

2. Structured observation

(1) Data collection and analysis

Selection of coding schedule• off-the-shelf (现成的，通用的 ) coding schedule

a existing coding schedule that can meet the research purpose

• Self-developed coding schedule focused

unambiguous non-context dependent (不依托于背景）

explicitly definedexhaustive (全面彻底的 )

mutually exclusive easy to record

2. Structured observation

Part II. Delighting the customer

Bahaviour Observation Comments1. Smiles with eye contact

2. Greetings in a friendly manner

3. Suggests extra items not being ordered

4. Place items in a clean tray with trayliner (托盘衬板 )

facing customer

5. Explains to customer reasons for delays

…

(1) Data collection and analysisExample: (1) staff behaviours at fastfoodchain

Slide 9.17

Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition © Pearson Education Limited 2007

2. Structured observation

Initial arrangement of group: A, B, C, D, E, F

Name of group member

Bahaviour A B C D E F1. Taking initiative, e.g. attempted leadership,

Seek suggestions, offer directions

2. Brainstorming, e.g. offer valid ideas

3. Offer positive ideas: e.g. make helpful suggestions

, attempt to problem solve

4. Drawing in others, e.g. encouraging contributions

seek ideas and opinions

5. Harmonising: e.g. act as peacemaker,

calm things down, compromising

…

Example: (2) group behaviours at office

(2) Threats to validity and reliability

• Subject errorThe observed subjects might be a untypical, or unpopular one in which researcher is interested.

• Time errorThe time of observation does NOT provide data that are typical of the total time period in which researcher is interested.

• Observer effectMinimal interaction: observer tries as much as possible to melt into the background and having as little interaction as possible with the subjects of the observation. Habituation: subjects being observed become familiar with the process of observation so that they take it for granted.