RESEARCH OBSERVATION METHODOLOGYMBA LEVEL.pptx

RESEARCH OBSERVATION METHODOLOGYMBA LEVEL

1. MODULE: BUSINESS RESEARCH METHODS QUESTION ON: OBSERVATIONAL RESEARCH

2. OBSERVATIONAL RESEARCH DEFINED. Merriam – Webster defines observation as the “ act of recognizing and noting a fact or occurrence” Merriam – Webster (2024). Considering Merriam-Webster's definition from 2024, one could contend that individuals are constantly observing things in their daily lives. Observational research however is the scientific method of collecting data, Kumar defined observational research as a “purposeful, systematic and selective way of watching and listening to an interaction or phenomenon as it takes place” Kumar (2011). Observational research makes use of the sensory system to record behavior and to then “ make judgments about the occurrence of the behavior, its frequency, its duration, or its latency.” Lammers W. J. & Badia P. (2005).  L. M Baker described research methodology as an ‘ethnographic’ mode of research that is the “bedrock source of human knowledge” about the “social and natural world,” L. M Baker ( 2006), that was used by Aristotle, the ‘father’ of social sciences. From all these definitions one can define observational research as the “bedrock” of research methodologies, where researchers use their sensory system to judgements on acts that are occurring.

3. OBSERVATIONAL RESEARCH BUSINESS EXAMPLES Business Definition Observational research is  a powerful method to understand how customers behave, think, and feel in a retail setting . By watching and recording their actions, reactions, and interactions, you can gain valuable insights into their needs, preferences, motivations, and pain points. Business Examples IKEA uses  observational research  to understand how customers use and navigate its stores and to improve the store layout and design. By doing so, they have mastered the  Gruen effect , which makes customers more susceptible to purchases. Ikea's creative director concluded that only  20%  of customer purchases are logical or based on actual needs. SoFi uses  Glassbox  to conduct observation research to get the most accurate picture of how members experience their app.  Hewlett-Packard is well-known for using observation research to gain insights that it can use to drive business success. In one instance, they conducted a  two-week study  on customers' buying behavior at a large independent bookstore Kepler's Books & Magazines, in Menlo Park. Notably, they acknowledged many unexpected findings, such as more gift buyers than initially anticipated.

4. THE MAIN TYPES OF OBSERVATIONAL RESEARCH METHODS IN BUSINESS SCIENCES There are two main types of Observational Research Methods in Business Sciences Participant Observation DeWalt and DeWalt (2002) define Participant Observation as “the process of enabling researchers to learn about the activities of the people under study in the natural setting through observing and participating in those activities.” The Researcher is both observer and participant in that not only does he/she observe, but the researcher also participates in the activities of the observed people or subjects. Schensul , Schensul, and LeCompte (1999) define it as “the process of learning through exposure to or involvement in the day to day or routine activities of participants in the researcher setting ,” (p91). Participant Observation is characterized by actions such as having an open, nonjudgmental attitude, being interested in learning more about others, being aware of the propensity for feeling culture shock and for making mistakes, the majority of which can be overcome, being a careful observer and a good listener, and being open to the unexpected in what is learned , ( Kawulich , Barbara B. (2005). It can be done covertly or overtly. Covert observation is when those who are being observed are unaware that they are being observed whilst overt observation is where the researcher reveals to the participants that they are being observed for research purposes.

5. THE MAIN TYPES OF OBSERVATIONAL RESEARCH METHODS IN BUSINESS SCIENCES Direct Observation   Direct observation is where the researcher observes the objects or people under study without interacting with them. It is also called the non-intrusive observation technique (Poulson, D Ashyby , M Richardson 1996) as the observed people or subjects do what they normally do without being disturbed by the observers. It can also be done overtly or covertly. The observer sits passively and records as accurately as possible all that is happening (Poulson, D Ashyby , M Richardson 1996)

6. Main Types Continued Natural vs Contrived In natural observation, the subjects are studied in real life circumstances and in their environment. However in contrived observation, subjects are studies under controlled settings such as labs. Structured vs Unstructured In structured observation, the researchers clearly define behavior to be observed whilst in unstructured they observe everything

7. Circumstances under which observation is the most appropriate method of collecting data are as follows: Naturalistic settings – This environment is when the researcher want to study the behaviour in a natural or real time settings without interfering with the subject’s behaviour. ( Sekeran , U, & Bougie, R, 2013) For example, studying a mentally disabled patient who needs to be have his healthy condition documented for treatments trials. The researcher will use the observation research method to get accurate results for the doctor’s decision making   CIRCUMSTANCES UNDER WHICH OBSERVATION IS THE MOST APPROPRIATE METHOD OF COLLECTING DATA

8. Non- verbal Behaviour – This normally works when the researcher needs to verify and approve an earlier research or report about something or someone. ( Sekeran , U, & Bougie, R, 2013) For instance, during job interview sessions, the researcher can be one of the panellists who will be observing the candidate’s non-verbal behaviour to confirm if he of she is the right person for the job. Unconscious behaviour – The researcher can only capture these unintentional behaviours that individuals may not be able to report accurately through self-report measures. ( Sekeran , U, & Bougie, R, 2013) For example, the researcher observing the number of people sleeping during a church service. These observations will give correct data and helps in the decision making by the church leadership either to reduce the service time or to check with the persons if they have any issues that needs attention. Complex interaction – When studying complex social interactions or group dynamics, the observations research is appropriate as it gives real time data. ( Sekeran , U, & Bougie, R, 2013) For example, studying a group of young men who are involved in drug dealings in a society, the people will be dangerous to approach. The researcher would have to resort to observations and track them for the information needed to get them apprehended.   CIRCUMSTANCES UNDER WHICH OBSERVATION IS THE MOST APPROPRIATE METHOD OF COLLECTING DATA

9. Limited verbal ability – The observation research method is very appropriate when studying population with limited verbal ability( Sekeran , U, & Bougie, R, 2013). For example individuals with cognitive impairment. The individuals will have to continue with their normal whilst the researcher collects the needed data for decision making. Validation of self-reported data – Observations are appropriate to use when needing to cross reference some information available. ( Sekeran , U, & Bougie, R, 2013) For example, a headmaster of a high school college can join the lessons for some days collecting data to verify the way lessons are conducted and children’s responses. Usually, the headmaster would want to verify on school reports that would have been sent earlier as per routine in teaching practises.   CIRCUMSTANCES UNDER WHICH OBSERVATION IS THE MOST APPROPRIATE METHOD OF COLLECTING DATA

10. ADVANTAGES AND LIMITATIONS OF COLLECTING DATA USING OBSERVATIONS. Naturalistic. Observations allow researchers to study the behaviours in their natural setting without interfering or manipulating the environment ( Lampel , 2004). For example, an educational researcher like the Registrar who is interested in classroom setting dynamics and student interactions may conduct observation in an actual classroom setting to capture authentic behaviours and social dynamics. This means observations provide more accurate representation of real life behaviours and situations. Real time data. Another advantage of collecting data using observation is that, it provides real time data which allows researchers to capture behaviours as they naturally unfold. For instance, a wildlife researcher at Veterinary Services company studying animal behavior might conduct direct observation in the field to record feeding habits, social interactions and mating rituals. This can be valuable when studying dynamic or rapidly changing behavior where capturing immediate reactors and responses is crucial like the symptoms or signs of the animals. Flexibility. Observation can be adapted to different research context and purposes. According to Kasztelnik , (2020), observation is flexible in the sense that, it can be structured or unstructured depending on the research question. For example, in order to have a deeper understanding of the community culture and practices, Zimbabwe Arts and Culture organization may choose to be participant observer living among the community members and observe their daily activities. This means the researcher has a chance to choose to be participant or non-participant observer depending on the level of involvement required

11. Unbiased. Observation method reduce self-report biases that may occur in other methods like interviews or surveys. It reduces the likelihood of response biases caused by participant’s interpretations or memory ( Kawulich , 2005). For instance, a market researcher at OK company Zimbabwe might observe customers in a retail store to understand their decisions making processes rather than relying on self-reported surveys which can be influenced by social desirability. Hypothesis generation. The other advantage of observation is of generating hypothesis for further research studies. Observing patterns and behaviours provides an insight on researchers to develop new theories or refine existing ones. For example, in education sector a Psychologist researcher interested in children’s play behavior may observe children in a playground area, noting patterns of interaction, creativity and problem solving. These observations can inform the development of hypotheses about the benefits of unstructured play on cognitive development leading to more focused investigation in subsequent studies ( Dewalt and Dewalt , 2002). Other advantages of observation include contextual understanding, complement to other methods and rich and detailed data. However, there some limitations of collecting data through observation. ADVANTAGES AND LIMITATIONS OF COLLECTING DATA USING OBSERVATIONS.

12. Observer bias. Observers may be unintentionally focus on certain aspects of the environment or behaviours while neglecting others ( Lampel , 2004). This means observer’s preconceptions, expectations and interpretations influence observations. For example, a researcher observing classroom might unconsciously focus more on disruptive behaviours if they assume that the class is challenging. This bias can affect the accuracy and objectivity of the data collected. Limited generalizability. Observation are often conducted in specific settings and contexts which may limit the generalisabilty of the findings to other situations. For instance, a researcher conducting playground behavior might conduct observation in a specific park limiting the generalisability of the findings to other parks with different characteristics. This means the observed behaviours may not be representative of behaviours in populations. ADVANTAGES AND LIMITATIONS OF COLLECTING DATA USING OBSERVATIONS.

13. Ethical considerations. There may be ethical considerations when observing individuals without their consent or knowledge ( Kalwulich , 2005). For instance, a researcher studying public behavior in a park would need to take note of ethical guidelines and obtain necessary permissions to ensure that privacy and confidentiality of individuals are considered and addressed. Interpretation challenges . Interpreting observed behaviours can be subjective and prone to bias. Different observers may interpret the same behavior differently leading to inconsistencies in data analysis and conclusions. For example, a researcher studying non-verbal cues in job interviews might interpret body language differently based on their own cultural background or personal biases. Multiple observers and inter- rater reliability checks can help to mitigate interpretation challenges ( Kasztelnik , 2020). ADVANTAGES AND LIMITATIONS OF COLLECTING DATA USING OBSERVATIONS.

14. Incomplete picture. Observations primarily capture observable behaviours which may not provide a complete understanding of individual internal thoughts, emotions and motivations. For example, a Clinical Psychologist in the Health sector may observe client’s behavior during therapy sessions and gain insights into verbal and non-verbal cues but may not fully understand the client underlying feelings or thoughts without additional self-report information. It is challenging to capture subjective experiences solely through observation. Overall, although collecting data using observation method offers unique advantages in capturing real life behaviours and rich details, researchers should be aware of the limitations and potential biases associated with observation method and take some steps to minimize them. ADVANTAGES AND LIMITATIONS OF COLLECTING DATA USING OBSERVATIONS.

15. Lampel , J. (2004) ‘A Note on Research Design’ Working Paper, City University, Cass Business School. Kawulich , Barbara B. (2005). Participant Observation as a Data Collection Method [81 paragraphs]. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, 6(2), Art. 43, http://nbn resolving.de/urn:nbn:de:0114-fqs0502430. Kasztelnik , K. (2020). Causal-Comparative Macroeconomic Behavioral Study: International Corporate Financial Transfer Pricing in the United States. Financial Markets, Institutions and Risks, 4 (1), 60-75. [Google Scholar] DeWalt, K. M. & DeWalt, B. R. (2002). Participant observation: a guide for fieldworkers. Walnut Creek, CA: AltaMira Press. Baker L.M ( 2006) Research Methods, LIBRARY TRENDS, Vol. 55, No. 1 pp. 171–189 © 2006 The Board of Trustees, University of Illinois https://www.webpages.uidaho.edu/CSS506/Technique%20Readings/Baker%202006%20Observation%20a%20complex%20research%20method.pdf Kumar (2011) RESEARCH METHODOLOGY a step-by-step guide for beginners http://www.sociology.kpi.ua/wp-content/uploads/2014/06/Ranjit_Kumar-Research_Methodology_A_Step-by-Step_G.pdf Reference s

16. Lammers W. J. & Badia P. (2005).  Fundamentals of behavioral research  (1st ed.). Thomson/ Wadsworth. https ://uca.edu/psychology/files/2013/08/Ch6-Methods-of-Data-Collection.pdf “Observation.” Merriam-Webster.com Dictionary, Merriam-Webster, https://www.merriam-webster.com/dictionary/observation. Accessed 15 Mar. 2024 . Sekaran, U. and Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach. 7th Edition, Wiley & Sons, West Sussex. Dewalt , Kathleen M. & DeWalt, Billie R, (2002) Participant Observetion : a guide for firldworkers . Walnut Creek, CA: AltermIRA Press Kawulich , Barbara B. (2005). Participant Observation as a Data Collection Method [81 paragraphs].Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, 6(2), Art. 43, http://nbn-resolving.de/urn:nbn:de:0114-fqs0502430 Poulson, D Ashyby , M Richardson, S (eds) A pactixal Handbook on User-Centered Design for Assistive Technology, Brussels- Lixembourg , 1996 Stephen L. Schensul, Jean J. Schensul, Margaret Diane LeCompte, Jean J. Schensul, Margaret Diane LeCompte, Essential Ethnographic Methods: Observations, Interviews, and Questionnaire, 1999 Reference s