Discussion 3
yankeedoodle
cozby11_ppt_ch061.pptOBSERVATIONAL METHODS
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Compare quantitative and qualitative methods of describing behavior
Describe naturalistic observation and discuss methodological issues such as participation and concealment
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Describe systematic observation and discuss methodological issues such as the use of equipment, reactivity, reliability, and sampling
Describe the features of a case study
Describe archival research and the sources of archival data: statistical records, survey archives, and written records
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Quantitative
Focuses on specific behaviors that can be easily quantified
Assigns numerical values to responses and measure
Uses large samples
Is subject to the data statistical analyses
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Qualitative
Observational measures
Focuses on behavior in natural settings
Small groups and limited setting
Describe or capture themes that emerge from the data
Data are non-numerical and expressed in language and/or images
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Field Work or Field Observation
Researchers make observations in a natural setting over a period of time, using a variety of techniques to collect information
Used to describe and understand how people in a social or cultural setting live, work, and experience the setting
Used to observe people involved with sports teams or other social settings, at work or animals in their natural habitat
Scribner (1997) used naturalistic observations to identify how business decisions are made
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Description and Interpretation of Data
Techniques include:
Observing, interviewing, and surveying documents
Goals:
- Describe setting, events, and persons
Analyze the categories that emerge
Researcher must interpret what occurred
Generate hypotheses that help explain the data
Write a final report of results
Needs accurate descriptions and objective interpretation
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Issues in Naturalistic Observation
Participation
Concealment
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Strengths of Naturalistic Observation
Useful in complex and novel settings
Limitations of Naturalistic Observation
Cannot be used to study all issues
Less useful when studying well-defined hypotheses under precisely specific conditions
Must constantly reanalyze and revise hypotheses
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Systematic observations: careful observation of specific behaviors in a particular setting
Coding Systems
Methodological Issues
Equipment
Reactivity
Reliability
Sampling
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Provides a Description of an Individual
Psychobiography – a type of case study in which a researcher applies psychological theory to explain the life of an individual
Valuable in Informing Us of Conditions that are Rare or Unusual
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Archival research involves using previously compiled information to answer research questions
Statistical Records
Survey Archives
Written and Mass Communication Records
Use of the General Social Survey (GSS)
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
Content Analysis of Documents
Systematic analysis of existing documents
Requires coding system
Can address questions that can be addressed in no other ways
Limitations
Difficult to obtain
Cannot be sure of accuracy
© 2012 The McGraw-Hill Companies, Inc.
© 2012 The McGraw-Hill Companies, Inc.
*
