or What is observation method ? Describe the types of observation
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Fuel Cycle Blog: The 3 Most Common Observation Research Methods
The 3 Most Common Observation Research Methods
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Some researchers call self-reported research the Achillie’s heal of survey data collection in terms of reliability.
The reason? Self-reported research is sometimes inaccurate and thwarted by a consumer’s misguided perception.
For example, research states that some polls reported that 40% of Americans attended church every week. However, when Marlar and Hadaway (2005) examined actual church attendance records, they found the actual percentage was closer to fewer than 22% attendance every week. This is a prime example of self-reporting gone wrong.
Additionally, Seth Stephens-Davidowitz found that sometimes survey respondents outright lie about their perceptions on sensitive topics to present a better view of themselves.
If the reliability of survey research comes into question, and market researchers need accurate data to inform marketing, product, and business decisions, what is the solution?
The answer? Observational research.
This article will dive deeper into what observational research is, when you should use it, and what the three types of observational research are.
What is Observational Research?
Observation research is a qualitative research technique where researchers observe participants’ ongoing behavior in a natural situation.
Depending on the type of observation research and the goal of the study, the market researcher will have varying levels of participation in the study. Sometimes the researcher will insert themselves into the environment, and other times, the researcher will not intervene in the setting and observe from a distance or in a laboratory setting.
The purpose of this type of research is to gather more reliable insights. In other words, researchers can capture data on what participants do as opposed to what they say they do.
When should a market researcher use observational research?
As a market researcher, you have several different research methodologies at your disposal, including surveys, interviews, observations, etc.
Using observational data is best when one of the following situations apply:
You need to gather sensitive information, and you don’t trust your participants will be honest with their self-reporting.
You need to understand the how or what of a research question.
The topic is new, and you need robust data to explain consumer behavior.
When behavior in a natural setting is vital to your research question.
When behavior in a controlled setting is critical to your research question.
If you are concerned that self-reported data about behaviors will differ from actual actions, even if it’s unintentional.
When you need more information about a specific research question to formulate a more complete and accurate survey.
If any of these situations describe you or your current research state, then an observational study may be just what you need.
What are the three types of observational research?
When it comes to observational research, you have three different types of methodologies: controlled observations, naturalistic observations, and participant observations.
Let’s quickly look at what each type of observation includes, how they differ, and the strengths and weaknesses of each type of observation.
1. Controlled observation
Controlled observations are typically a structured observation that takes place in a psych lab. The researcher has a question in mind and controls many of the variables, including participants, observation location, time of the study, circumstances surrounding the research, and more
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The observation method is described as a method to observe and describe the behavior of a subject. As the name suggests, it is a way of collecting relevant information and data by observing.
Structured observation method – This is a systematic observation method where data is collected as per a pre-defined schedule. ... Unstructured observation method – The unstructured observation method is conducted in a free and open manner without using any pre-determined objectives, schedules or variables.
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