1. Collecting Primary Data Through Observation

2. Purpose of Observation:
To examine and understand what people do.
Types of observation:
Participant Observation
Qualitative technique
To discover meaning that people attach to their action
Structured Observation
Quantitative Technique
To see frequency of actions
Term:
Those who agree to be observed = “informants”
Researcher = “Participant”

3. Type of Participant Observation
Complete Participant
Researcher become a member of the group.
Researcher not reveal the true purpose to the group members
A kind of ‘spying’
Complete Observer
Researcher not reveal the purpose.
Researcher do not take part in the activities.
Just observe the behavior

4. Type of Participant Observation
Observer-as-participant
Researcher reveal the true purpose to the group members.
Main role is to observe but when necessary you participate
Participant-as-observer
Researcher reveal the purpose.
Main role is participant then observe the behavior

5. Factors that will determine the choice of participant observer role
The purpose of your research
Your status: Part-time student or full time student
Time
The degree of adaptability and your personality
Organizational access
Ethical consideration

6. Data collection and analysis
Note making (diary)
Record on the same day;
Observed
Describes
Narrates
Forms of observation:
Traditional
Technologies i.e video
Data analysis: Use qualitative method
Carry out data collection & analysis simultaneously.
Do informal discussion to clarify situation

7. Structured Observation
The concern is to quantify behavior.
Just a part of your data collection approach
Just to know how frequent things happen, rather than WHY they happen.
Coding Schedule: Example 1:
Delighting the customer
Behavior
Was the behavior observed?
Comments
Yes No
Smiles & Make aye contact
Greet the customer in a friendly manner
Gives the customer undivided attention

8. Structured Observation
Coding Schedule Example 2:
If I were observing in the Library Café and was interested in interactions between students and the staff working at the cash-registers I could code each student’s behaviour in the following way:
No conversation, no eye contact, no smile
Eye contact and/or smile, no conversation
Conversation, only as required by the transaction
Conversation as required by the transaction and polite thanks.
Conversation that goes beyond transaction and polite thanks.