QualitatitiveResearch

Methods
OBSERVATION

University of Gloucestershire
2010

Topics
Types of observation
participant
Shadowing
Apprenticing

Value of observations
Pitfalls of observations

University of Gloucestershire
2010

Participant Observation
An agreed session with a subject performing a task
The purpose is to see how a task is performed; not to assess
the performance
The subject should be asked for willing permission to be
observed before the session

During the observation session, avoid any inclination to

comment or criticise a procedure
Remember that people behave differently when they are being
observed
Ask questions if agreed beforehand, but otherwise stay in the
background out of the way.
It is an opportunity to measure - e.g. frequencies of instances,
or time taken to perform a task
University of Gloucestershire
2010

Participant Observation
Observation consists of
taking field notes on
the participants
the setting
the purpose
the social behavior
frequency and duration of phenomena.
Observations may be made of:
non-verbal behavior
verbal behavior
physical phenomena.
. Problems include sampling, reliability and validity, as well
as observer influence and memory distortion.

University of Gloucestershire
2010

Stages in Observation
Define Problems and Indicators to be
studied
Decide on what and how to record:
Do you need a camera, or video, or
notebook?
Develop relationship with participants
Carry out exercise
Analyse observations
Compare results against models and
literature
Infer conclusions
University of Gloucestershire
2010

Analysis of observations

Need not wait until the end

Review what is witnessed
What is the context of the task?
Spot common themes, difficulties
Have a stopwatch available
Be aware of environment, ergonomics,
conditions - do they influence the task?
Note exceptions and work-arounds
What are the interactions?
Where are the handoffs?
University of Gloucestershire
2010

Ethical considerations in
observation

Informed consent (Do participants have full knowledge of what is

involved?)

Harm and risk (Can the study hurt participants?)

Honesty and trust (Is the researcher being truthful in presenting

data?)

Privacy, confidentiality, and anonymity (Will the study intrude too

much into group behaviors?)

Intervention and advocacy (What should researchers do if

participants display harmful or illegal behavior?)

(Colorado State University notes on qualitative research

University of Gloucestershire
2010

Research Observation
To qualify as research, observation

serves a formulated research purpose

relates to existing literature or theories
is systematically planned
is recorded systematically
is refined into general propositions or
hypotheses
is subject to checks and controls on validity
and reliability

University of Gloucestershire
2010

Recording the observation

Write up your results as soon as possible.
Use:
narrative text
Special purpose record
Diagrams:
Rich Picture
Spaghetti Diagram

University of Gloucestershire
2010

Shadowing
Extended period of
observation
Follow one stakeholder for
day to 1 day
Focus is on responsibility of
job role, not on understanding
a task workflow

University of Gloucestershire
2010

Shadowing 2
When:
At outset of study
If process cannot be easily described
If there is sufficient time
Why
Opportunity to build a rapport with your stakeholder
Progress from Front story to Back story
Chance to understand processes from the inside
Help pick up Taken-forgranted knowledge
Chance to find Taken for granted issues
University of Gloucestershire
2010

Apprenticing
Try actually doing the job yourself.

What I hear, I forget

What I see, I remember
What I do, I understand

University of Gloucestershire
2010

Pitfalls in observation
Subjects may feel selfconscious (Memories of
time and motion studies)
They may not be able to
explain why they do a task a
certain way
A single observation cannot
be generalised to a rule

University of Gloucestershire
2010

Uses of Observation
Whichever form you use:
It is a complement to interviews, focus groups and
surveys : by itself it will tell you little
It can uncover omitted aspects that a subject has
overlooked (Taken-for-granted)
It can help you understand the process better
Use it to help build a positive relationship with your
stakeholders

Always be aware of users own feelings about

being observed

University of Gloucestershire
2010