Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Observation
Studies
McGraw-Hill/Irwin
8-2
Learning Objectives
Understand . . .
When observation studies are most useful.
Distinctions between monitoring.
nonbehavioral and behavioral activities
Strengths of the observation approach in
research design.
Weaknesses of the observation approach
in research design.
8-3
Learning Objectives
Understand . . .
Three perspectives from which the
observer-participant relationship may be
viewed.
Various designs of observation studies.
8-4
101
8-5
8-6
8-7
Selecting an Observation
Data Collection Approach
8-8
8-9
Research Design
Who?
Where?
Where?
Task
Task Details
Details
How?
How?
What?
What?
(event
(event or
or
time)
time)
When?
8-10
Observation Location
8-11
Content of Observation
Factual
Inferential
Product presented.
Length of interview.
8-12
Data Collection
Watching
Watching
Listening
Listening
Touching
Touching
Smelling
Smelling
Reading
Reading
8-13
Using Observation
Systematic
Systematic planning
planning
Properly
Properly controlled
controlled
Consistently
Consistently dependable
dependable
Accurate
Accurate account
account of
of events
events
8-14
Observation Classification
Nonbehavioral
Physical condition
analysis
Process or Activity
analysis
Record analysis
Behavioral
Nonverbal
Linguistic
Extralinguistic
Spatial
8-15
8-16
Nonbehavioral Observation
Record
Analysis
Physical Condition
Analysis
Physical Process
Analysis
8-17
Selecting an Observation
Data Collection ApproachBehavioral
8-18
8-19
Behavioral Observation
We noticed people
scraping the toppings off
our pizza crusts. We
thought at first there was
something wrong, but they
said, We love it, we just
dont eat the crust
anymore.
Tom Santor, Donatos
Pizza
8-20
Systematic Observation
Standardized
procedures
Trained
Trained
observers
observers
Structured
Structured
Encoding
Encoding
observation
observation
information
information
Systematic
Systematic
Recording
schedules
8-21
Audio
Audio recorder
recorder
Devices
Devices
Eye
Eye camera
camera
Tachistoscope
Tachistoscope
Galvanometer
8-22
8-23
SizeUSA
8-24
8-25
Observer-Participant Relationship
Direct or indirect
observation
Presence is known
or unknown
Observer involved or
not involved in events
8-26
Extralinguistic Observation
Vocal
Temporal
Interaction
Verbal Stylistic
8-27
Concentration
Detail-oriented
Unobtrusive
Experience level
8-28
Halo Effect
Observer Drift
Evaluation of
Behavioral Observation
Strengths
Securing information that
is otherwise unavailable
Avoiding participant
filtering/ forgetting
Securing environmental
context
Optimizing naturalness
Reducing obtrusiveness
Weaknesses
Enduring long periods
Incurring higher
expenses
Having lower reliability of
inferences
Quantifying data
Keeping large records
Being limited on
knowledge of cognitive
processes
8-29
8-30
Key Terms
Concealment
Event sampling
Halo effect
Observation
Direct
Extralinguistic
Indirect
Linguistic
Nonverbal
Participant
Simple
Spatial
systematic
8-31
Key Terms
Observation checklist
Observer drift
Physical condition
analysis
Physical trace
Process (activity)
analysis
Reactivity response
Record analysis
Spatial Relationships
Time sampling
Unobtrusive measures