 Describe an appropriate use for unobtrusive research.
 List some advantages of unobtrusive research.
 Distinguish between latent and manifest content.

Studying social life without affecting the it in the process

Unobtrusive research methods can be quantitative or qualitative.
These methods allow researchers to study things from afar without influencing the process.
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This can eliminate or minimize many of the threats to the validity of research, including reactivity and social desirability bias.

One common way to conduct unobtrusive research is to analyze available records or events, characteristics or behaviors.
Three common methods of using available records are:
 content analysis
 analyzing existing statistics
 historical/comparative analysis

Studying human social life through the examination of artifacts
Common artifacts for analysis include magazine ads, books, television shows, bathroom graffiti, trash
Same approach as with any research project:
 Definition of interest(s) and problem, conceptualization, operationalizing
 Development of means by which you’ll collect the data Sampling design
 Data collection and analysis.

Analogous to survey data collection
Establish variables and attributes – record what is present in each artifact – ready for data entry
Clarify units of analysis and observation
Establish a base of counting for comparison
 Generally code a sample of all editorials so you have a base for comparing to your findings about environmental editorials.

Analogous to analysis of qualitative data
Look for the meaning underlying signs, symbols, language
 subjective interpretation
You may begin inductively; looking for themes

Time and money savings
Safety net – can return to source to recheck data
One mechanism for longitudinal analysis
Unobtrusive – research won’t contaminate research setting

Limited to recorded communication
Potential for excellent reliability
Check and recheck source
Validity varies based partially on whether you are coding latent or manifest content

As backdrop to a study
As the main data to a study
Validity;
 Have to make due with the types of data provided; logic and replication help with dealing with validity problems
Reliability;
 Depend on the quality of the data itself
 How was the data collected?

Much of the classic sociological work involves historical/comparative analysis
 Marx, Weber, Durkheim, Comte, Martineau, Du Bois
Sources of data; usually a qualitative data analysis process, but not always
 Existing historical accounts and analysis
 Raw data such as diaries, newspapers, magazines, public documents

Question the accuracy of documents; triangulate
(corroborate)
Is the source of your data perhaps biased in some way?