MEASUREMENT: PART 4

Overview  Background  Previously  Measurement: Scales, reliability, validity  Survey methods  Today  Observational Methods, Practice Exercise, Challenges  Next time  Experiments: Switching gears toward influencing behavior

Observational Research  “Observational” can have different meanings  Any non-intervention study (general focus thus far)  More specifically, viewing people’s behavior (today)  Categories  Participant vs. Naturalistic (non-participant)  Overt vs. Covert  Quantitative vs. Qualitative vs. Mixed-Methods

Video Clip Example Amy Schumer Jim Gaffigan Dave Chappelle Dennis Leary Sarah Silverman

Video Clip Example Demetri Martin Lisa Lampanelli George Carlin Ellen Degeneres Louis CK

Challenges in Observational Research Observer bias… 1. Observer Information Processing  Illusory correlations  Confirmation bias  Stereotyping  Halo effect  Overcoming these challenges  Behavioral checklists, detailed rating forms, multiple observers (and quantification of inter-rater reliability), sampling techniques (time vs. event)

Challenges in Observational Research Observer bias… 2. Observer Behavior  Self-fulfilling prophecy  Hawthorne effect  Choking under pressure, stereotype threat  Participant reactivity  Overcoming these challenges  Use unobtrusive methods (remain covert)