Observation
Observation is a data collection method where the researcher gathers information by systematically watching behaviours, events, or interactions in their natural setting. It is commonly used in qualitative research to understand how people act rather than what they say.
On this page:
- What is Observation in Research?
- Structured vs Unstructured Observation
- Overt vs Covert Observation
- Advantages and Disadvantages
- Ethical Issues in Observation
- When to Use Observation
| Aspect | Structured Observation | Unstructured Observation |
|---|---|---|
| Approach | Pre-defined variables | Open and flexible |
| Data collection | Systematic | Exploratory |
| Comparability | High | Limited |
| Use case | Quantitative / formal studies | Qualitative / exploratory studies |
Observation at a glance
Observation means:
- Watching what people do
- Recording behaviours and interactions
- Analysing real-life situations
It helps researchers understand actual behaviour, not just reported opinions.
What is Observation in Research?
Observation, as the name implies, is a way of collecting data through observing. This data collection method is classified as a participatory study, because the researcher has to immerse herself in the setting where her respondents are, while taking notes and/or recording. Observation data collection method may involve watching, listening, reading, touching, and recording behavior and characteristics of phenomena.
Structured vs Unstructured Observation
Observation as a data collection method can be structured or unstructured. In structured or systematic observation, data collection is conducted using specific variables and according to a pre-defined schedule. Unstructured observation, on the other hand, is conducted in an open and free manner in a sense that there would be no pre-determined variables or objectives.
Overt vs Covert Observation
This data collection method can be divided into overt or covert categories. In overt observation research subjects are aware that they are being observed. In covert observation, on the other hand, the observer is concealed and sample group members are not aware that they are being observed. Covert observation is considered to be more effective because in this case sample group members are likely to behave naturally with positive implications on the authenticity of research findings.
Advantages and Disadvantages
Advantages of observation data collection method include direct access to research phenomena, high levels of flexibility in terms of application and generating a permanent record of phenomena to be referred to later. At the same time, this method is disadvantaged with longer time requirements, high levels of observer bias, and impact of observer on primary data, in a way that presence of observer may influence the behaviour of sample group elements.
Ethical Issues in Observation
It is important to note that observation data collection method may be associated with certain ethical issues. As it is discussed further below in greater details, fully informed consent of research participant(s) is one of the basic ethical considerations to be adhered to by researchers. At the same time, the behaviour of sample group members may change with negative implications on the level of research validity if they are notified about the presence of the observer.
This delicate matter needs to be addressed by consulting with dissertation supervisor, and commencing the primary data collection process only after ethical aspects of the issue have been approved by the supervisor.
When to Use Observation
Observation is most appropriate when your research focuses on actual behaviour rather than self-reported data.
You should use observation if:
- You want to study real-life behaviour or interactions
- Participants may not accurately report their actions
- The research involves social processes or environments
- You are conducting qualitative or exploratory research
- Context and setting are important to understanding the phenomenon
Use observation when you want to see what people actually do, not just what they say.
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