1. MEASUREMENT: PART 4

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

3. 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

4. Video Clip Example Amy Schumer http://youtu.be/CSKkPaPF7Qg?t=4m02s Jim Gaffigan https://www.youtube.com/watch?v=N-i9GXbptog Dave Chappelle http://www.youtube.com/watch?v=5Q-cKpxY67Q Dennis Leary http://youtu.be/68vv1sIyaMs?t=2m2s Sarah Silverman http://youtu.be/EGt7xrUAapo?t=1m38s

5. Video Clip Example Demetri Martin https://www.youtube.com/watch?v=1N2CKeMoayg Lisa Lampanelli http://www.youtube.com/watch?v=-gFsa7pCDjc George Carlin http://www.youtube.com/watch?v=2Rlqjxst6xU Ellen Degeneres http://www.youtube.com/watch?v=ICjyzxfBhvw Louis CK https://www.youtube.com/watch?v=UTULoJlD_V4

6. 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)

7. 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)