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YOU SEE, BUT YOU DO NOT OBSERVE. Sherlock Holmes Scientific Observation is the systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning or communicating with them. There are four conditions for scientific observation:
Serves a formulated research purpose Planned systematically Recorded systematically Subjected to checks or controls on validity and reliability
Physical actions Verbal behavior Expressive behavior Spatial relations and locations Temporal patterns
Response Latency is the amount of time necessary to make a choice between two alternatives; used as a measure of the strength of preference.
Human behavior or physical Shoppers movement action pattern in a store Verbal behavior Statements made by airline travelers who wait in line Facial expressions, tone of voice, and other form of body language
Expressive behavior
Types of Observation
Mechanical observation is situation in which video cameras, traffic counters, and other machines help observe and record behavior. Visible observation is situation in which the observers presence is known to the subject. Hidden observation is situation in which the subject is unaware that observation is taking place. Direct observation is a straightforward attempt to observe and record what naturally occurs; the investigator does not create artificial situation. Contrived observation is observation in which the investigator creates an artificial environment in order to test a hypothesis.
Types of Observation
Participant observation is situation in which an observer gains firsthand knowledge by being in or around the social setting being investigated. Physical-trace Evidence is a visible mark of some past event or occurrence. Content Analysis is a research technique for the objective, systematic, and quantitative description of the manifest content of communication.
Eye Tracking Monitor records how the subject actually reads or views an advertisement, measure unconscious eye movements. Pupilometer is a device used to observe and record changes in the diameter of the pupils of a subjects eyes. Psychogalvanometer is a device that measures galvanic skin response, a measure of involuntary changes in the electrical resistance of the skin. Voice Pitch Analysis is a physiological measurement technique that records abnormal frequencies in the voice that are supposed to reflect emotional reactions to various stimuli. Optical Scanners and Bar Codes
Advantages of Observation
Communication with respondent is not necessary (Unobtrusive) Data without distortions due to self-report (e.g.: without social desirability) Bias No need to rely on respondents memory Nonverbal behavior data may be obtained Certain data may be obtained more quickly Environmental conditions may be recorded May be combined with survey to provide supplemental evidence
Disadvantages of Observation
Cognitive phenomena cannot be observed Interpretation of data may be a problem Not all activity can be recorded Only short periods can be observed Observer bias possible Possible invasion of privacy