1. Qualitative Research Methods: Observation Research & Ethnography

2. Scientific Observation Is Systematic
“YOU SEE, BUT YOU
DO NOT OBSERVE.”
Sherlock Holmes

3. What is Observation Research?
The systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed.
No questioning or communicating with people typically occurs.
“Where observation is concerned, chance favors only the prepared mind.”
Louis Pasteur

4. What Can Be Observed Phenomena Example
Human behavior or physical Shoppers movement
action pattern in a store
Verbal behavior Statements made by
airline travelers who wait
in line
Expressive behavior Facial expressions, tone of
voice, and other form of
body language

5. What Can Be Observed Phenomena Example
Spatial relations How close visitors at an
and locations art museum stand to paintings
Temporal patterns How long fast-food customers
wait for their order to be served
Physical objects What brand name items are
stored in consumers’ pantries
Verbal and Pictorial Bar codes on product packages
Records

6. Categories of Observation
Human versus mechanical
Visible versus hidden
Direct

7. Visible vs. Hidden Observation
Visible Observation
Observer’s presence is known to the subject.
Hidden Observation
Subject is unaware that observation is taking place.
Minimizes respondent error

8. Direct Observation
Straightforward attempt to observe and record what naturally occurs
The investigator does not create an artificial situation

9. Observation of Human Behavior Benefits
Communication with respondent not necessary
No distortions due to self-report (e.g.: no social desirability) bias
No need to rely on respondents’ memory
Nonverbal behavior data may be obtained

10. Observation of Human Behavior Benefits
Certain data may be obtained more quickly
Environmental conditions may be recorded
May be combined with survey to provide supplemental evidence

11. Observation of Human Behavior Limitations
Cognitive phenomena cannot be observed
Interpretation of data may be a problem
Not all activity can be recorded
Only short periods can be observed
Observer bias possible
Possible invasion of privacy

12. Observation of Physical Objects
Physical-trace evidence
Wear and tear of a book indicates how often it has been read

13. Content Analysis
Obtains data by observing and analyzing the content of advertisements, letters, articles, etc.
Deals with the study of the message itself
Measures the extent of emphasis or omission

14. Ethnography
Ethnographers generate understandings of culture through representation of what we call an emic perspective, or what might be described as the "'insider's point of view." The emphasis in this representation is thus on allowing critical categories and meanings to emerge from the ethnographic encounter rather than imposing these from existing models.  An etic perspective, by contrast, refers to a more distant, analytical orientation to experience.

15. Ethnography
aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group.
Culture: shared patterns of behaviors and interactions, cognitive constructs, and affective understanding that are learned through a process of socialization. These shared patterns identify the members of a culture group while also distinguishing those of another group.

16. Video “Field Trip”
Qualitative vs. Quantitative Research:
Ethnography (Observational Research):
Week 8 DQ Assistance: Understanding Ethnography:
Click on each of the three links individually to watch each video. These three videos will help you to further understand qualitative research methods and ethnographic, or observational field research. After watching all three videos, come back into the course room at 8:55 pm so that any questions can be answered. If you have any problems, clicking on the links above and watching any of the three videos, download Google Chrome at (which takes appx seconds to download). Thank you !