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Chapter 13: Observing Behavior Introduction The previous four chapters described quantitative methods — how to conduct experiments, how to construct a questionnaire and use it for interviewing respondents, and the use of available data. This chapter focuses on qualitative research methods. Most of the chapter deals with conducting field research, which relies on use of informal observation and unstructured interviewing of persons in their natural settings. In addition, we discuss the case study approach to data collection and the use of focus groups. In everyday life, we constantly rely on observation to keep track of events around us. Social scientists also use observation to learn about social behavior, but scientific observation differs from every day observation in two important ways. Scientific observation First, scientific observation differs from every day observation by being a planned, deliberate process. Observation does not just happen as in everyday life. Researchers using observation plan how observation will be carried out, how the observations will be recorded, and how the observational data will be analyzed. The purpose of this planning is to ensure that the record of the observations, which become the data for an observational study, are as accurate and complete as possible. Second, the recorded observations - the data - are scientifically analyzed, based on procedures developed specifically for observational studies. These include giving evidence for the validity and reliability of the observations, showing the basis for drawing conclusions, and cross checking results with those of other comparable studies. Forms of scientific observation Observation is a flexible way of collecting data. It can be conducted in different kinds of social settings; involve different forms of relationships with the persons being observed; and can be conducted using either qualitative or quantitative approaches to data collection. The main settings for observing are either natural settings, as in homes, public areas, schools, offices, factories and many other places where everyday activities occur, or controlled settings that are specifically created for the purposes of research. Many experiments, for example, are based on artificially created situations that are controlled by the experimenter. Observation studies also differ in terms of the role the observer takes in relation to the persons or groups being observed. At one extreme, the observer can simply observe without having any interaction with the subjects being observed. At the other extreme, the observer can join the group being studied and participate in all its activities while, at the same time, observe the activities of the members of the group. Participant observation, as this technique is called, allows the observer to experience and learn about a group from the inside, by participating and observing the daily life of members of the group. Other roles, with varying degrees of involvement can be used as well. Observation studies can also differ in the method used to record observations. In unstructured observation the observer attempts to describe all the relevant behavior that occurs.This is done by keeping a mental record of what happens or by taking notes that are later developed into a full description of the behavior. Unstructured observation produces qualitative data. In contrast, an observer can create a set of clearly defined categories for recording behavior, similar to that described for content analysis. The observer uses the categories as a check list for noting each time the behavior occurs. Structured observation, as this technique is called, produces quantitative data. |