Produces qualitative data that is a rich source of
detailed information about all aspects of a
group’s activity.
It may be difficult to get in, stay in and get out.
It may be the only practical way of gathering
data from some groups.
It produces data that can be regarded as highly
valid, producing a true picture of behaviour.
The findings from a small group may not be
representative of other groups.
The research may not be reliable. Would
another observer have arrived at the same
conclusions?
Researchers gain an insight which is not gained
through surveys, for example: As I sat and
listened, I learned answers I would not have had
the sense to ask.
It can produce quantitative data.
The observer effect. The presence of the
observer may have changed the behaviour of
the group.
The findings may not be objective. The
researcher may be biased or become so close
to the group that she / he has ‘gone native’.
A covert observation is secretive and may
deceive the group by not telling them that they
are being observed.
It can be used as an additional method to help
support or question some of the findings
gained form a survey.
It can be used for the purpose of triangulation.
It may be difficult to record what is happening
as you may have to rely on your memory and
record things later.