Observation Method

Observation Method

1. Observation Method
By
Mohd. Abad
(Research Scholar)
Department of Tourism and Hospitality Management,
Jamia MilliaIslamia

2. Basic concept
Observation method is one of
the qualitative method
Observationisadeepest
studyoranalysisofbehavior
ofapersonoragroupinthe
naturalsetting.

3. Meaning of observation
•Observationmeansviewingorseeing.Most
ofsuchobservationsarejustcasualandhave
nospecificpurpose.Butobservationasa
methodofdatacollectionisdifferentfrom
suchcasualviewing.

4. Why to observe
•Datausuallyconsistsofdetailedinformation.
•Somemethodsonlyallowforthestudyofoneindividual
atatime.
•Observationenablestheresearchertostudygroupsof
peopletogether,itallowsforthestudyofinteraction
betweenthemembersofagroup.

5. Definition of observation
•MarshallandRossman(1989)defineobservationas
"thesystematicdescriptionofevents,behaviors,
andartifactinthesocialsettingchosenforstudy”.
•AccordingtoW.J.GoodeandP.K.Hall,(1964)“Science
beginswithobservationandmustultimatelyreturn
toobservationforitsfinalvalidation.”

6. Characteristics of observation method
•Observationisspecific
•Scientificobservationissystematicandobjective
•Observation is recorded immediately
•Observation is verifiable
•It is both a physical and a mental activity
•Observation is selective.

7. Types of observation
•Participant Observation
Inthisobservation,theobserver
isapartofthephenomenonor
groupwhichobservedandhe
actsasbothanobserveranda
participant.
•Non-participant Observation
Inthismethod,theobserver
standsapartanddoesnot
participateinthephenomenon
observed.

8. Types of observation
•Direct Observation
This means observation of an
event personallyrecordedby the
observer when it takes place.
•Indirect Observation
This does not involve the
physical presence of the
observer, and the recording is
done by mechanical, photographic
or electronic devices.

9. Types of observation
•Controlled Observation
Controlled observation is carried out
either in the laboratory or in the field. It
is planned observation
•Uncontrolled Observation:
The observer does not plan in advance
but this is related to day-to-day
happenings and socio-cultural
problems. It studies some of our life
situations

10. Advantages of observation method
•Reliable and objective
•Natural setting
•No need of equipment or tool
•Useful for individuals as well as groups
•Immediate detection of problems
•Most direct measure of behavior
•Provides direct information

11. Disadvantages of observation method
•Less accuracy
•Slow and laborious
•Biased
•Language barrier
•Risks involved
•Lack of cooperation from peoples
•Favoritism
•Difficult to analyze

12. Conclusion
•Undertheobservationmethod,theinformationis
soughtbywayofinvestigator‘sowndirect
observationwithoutaskingfromtherespondent.
Forinstance,inastudyrelatingtoconsumer
behavior,theinvestigatorinsteadofaskingthe
brandofwristwatchusedbytherespondent,may
himselflookatthewatch.Thismethodis
particularlysuitableinstudies(i.e.respondents)who
arenotcapableofgivingverbalreportsoftheir
feelingsforonereasonortheother.