Chapter 5

Determining Best Observation Method

Time and budget available; The level of observation complexity—is it too hard to gather; Level of accuracy desired; Determining the level of detail desired; The usefulness of the observation in dovetailing with the other research methods use; The availability of enough observable subjects or opportunities.

Advantages of Observation Research

1. Enables the researcher to see research subjects in their natural setting; 2. Offers the opportunity to create scenarios to test behavioral theories; 3. Is useful in product testing or taste tests; 4. Can often be gathered quickly; 5. Acts as a building block useful for additional research; 6. Can be interactive producing more tangible results; 7. Is often interesting and engaging to execute; 8. Can connect the research to the research topic in its tangibility—they see the subjects.

Disadvantages of Observation Research

1. Should not be used as a statistical representation of the general population; 2. Can be time-consuming and costly; 3. The researcher might misinterpret or misapply the results; 4. Observation focus might be uninteresting, yet the researcher needs the data; 5. It is not always clear that extraneous factors are not in play.

Detectable Patterns

An inability to observe behavior patterns will prevent the researcher from making conclusions that can be used in the next phase of a research study. Without these patterns, the researcher will be left with data that will not yield solid actionable information.

Level 3 of Mystery Shopping

At this point the mystery shopper will interact with the staff, often with a complicated situation in mind, to see how they handle themselves and the situation, Do they follow the rules, are they giving correct information, can they handle pressure are often measures at this level.

Indirect Observation

Detecting something without actually observing it directly.

Observation Methods

Direct/Indirect Contrived/Natural Mechanical Structured/Unstructured Disguised/Undisguised

Content Analysis

Identifying broad information patterns by combining individual data elements.

Circumstantial Evidence

Indirect evidence that is offered to establish, by inference, the likelihood of a fact that is in question.

Netnography

Internet version on ethnography whereby observations of online patterns are mapped.

Structured Observation

Making observations while looking for specific aspects of the observation.

Conditions for Observation Research

Observable Short Duration Detectable Patterns

Contrived Observation

Observation of behavior in settings arranged specifically to facilitate the occurrence of specific behaviors.

Ethnographic Research

Observation research in a natural setting geared towards understanding human behavior and decision-making processes through the lens of social norms, traditions, and culture.

Disguised Observation

Occurs when the subject being observed is unaware.

Observable

Remember that opinions, attitudes, and perceptions are best measured through interviews, focus groups, and surveys.

Undisguised Observation

Results when the research subject is aware they are being observed.

Natural Observation

Simply when the researcher observes the subject in his or her natural setting.

Forensic Evidence

Tangible scientific evidence positively linkable to the subject of interest.

Short Duration

The longer the observation occurs, the greater the chance that extraneous variables enter the observation session and thus the less control the researcher has over the situation.

Level 4 of Mystery Shopping

The mystery shopper is fully engage the staff in a situation that might require manager intervention. The researcher is looking to see how the staff handles crises, difficult customers, or unusual situations.

Level 2 of Mystery Shopping

The mystery shopper might make a purchase or ask basic questions of the staff. At this level, there is minor interaction on a routine matter.

Level 1 of Mystery Shopping

The mystery shopper might walk through the store, not interacting with employees or customers, to simply unobtrusively observe. He might be looking for competitor information or might be checking to see if the store is meeting company policies.

Observation Research

The primary research process of drawing conclusions based on observed behavior patterns of research subjects whether they are aware or unaware of the observation taking place.

Mechanical Observation

When a machine records observation data in a quantative manner.

Mystery Shopping

When someone pretends to be a customer. This person might be a competitor looking for information on the competition or perhaps he is a company employee hired to see if employees are following various rules or to verify the effectiveness of employee training.

Unstructured Observation

When the researcher obeserves actions without a list of specific behaviors they are looking for.

Direct Observation

When the researcher observes the behavior firsthand.