BFT 501

BUSINESS RESEARCH METHODOLOGY

INSTRUMENT DEVELOPMENT
OBSERVATION

Prepared by:
NUR FATIN NAJIHAH SHAMSHUDIN
 DEFINITION
• Observing and measuring the world around
you (Driscoll, 2011).
• Observation is a systematic data collection
approach (Cohen, 2008).
• Observation involves the systematic
observation , recording, description analysis
and interpretation of people’s behaviour
(Saunders,2009).
 PURPOSE OF OBSERVATION

•Capture the human activities as it actually

happens

•Study the important events and situations.

•To identify and guide relationships with

informants.
PROCEDURE OF OBSERVATION
Determine who/what will be observed

Determine aspect that will be observed

Determine when and where the observation will

be made

Developed the observation guide

Train the observer and have them practice

Conduct the observations

Analyze and interpret data collected

Write up and use your findings

 TYPES OF OBSERVATION METHODS

1. Structured Observation

• Known as systematic observation.

• Works according to plan and involves specific information of
units that are to be observed and recorded.

6
Sample of Structured Observation
• 2. Unstructured Observation
• The observer does not hold any information
to be observed.
• Observer free to observed whatever they
think important.
Sample of Unstructured Observation
3. Participant Observation

• The observer is present in the midst of what is

observed.
• He is a participant in the sense, he is physically
present on the spot to observe and not influence the
activities.

OBSERVER
4. Non-Participant Observation
• The observer does not involve himself in any
activities taking place.
• Observer present only to observe and does not
have relationship between observer and
participant.

Observer
Tips for Collecting Useful Observation
Data
According to DeWALT (2002) :
• Actively observe, attending to details one
wants to record later.
• Look at the interactions occurr in the setting.
• Listen carefully to conversations.
• Keep a running observation record.
 BENEFITS

• Does not rely on people’s willingness to

provide information.
• Collect original data at the time activity occur.
• Data collected is very accurate in nature and
also very reliable.
 LIMITATIONS

 Bias in researchers perception.

 Participants may not act in true nature
 Time consuming, observer has to wait for an
event to happen to study particular event.
 REFERENCES
DeWalt, K. M., DeWalt, B. R., & Wayland, C. B. (2002).
Participant Observation. Handbook of methods in cultural
anthropology (pp. 259-300). Walnut Creek: Altamira Press.

Donald, R. & Cooper, P. S. (2014). Business Research Methods

(Twelfth ed.). New York: McGraw Hill International Edition.

Driscoll, L. (2011). Introduction to Primary Research : Interviews

Introduction to Primary Research : Observations , Surveys ,
and Interviews, 2.

Kawulich, Barbara B. (2005). Participant Observation as a Data

Collection Method [81 paragraphs]. Forum Qualitative
Sozialforschung / Forum: Qualitative Social Research, 6(2),
Art. 43.
THANK YOU