Observation Research
Scientific Observation Is Systematic
“YOU SEE, BUT YOU
DO NOT OBSERVE.”
Sherlock Holmes
What is Observation Research?
• The systematic process of recording the
behavioral patterns of people, objects, and
occurrences as they are witnessed.
– No questioning or communicating with people
typically occurs.
• “Where observation is
concerned, chance favors only
the prepared mind.”
– Louis Pasteur
What Can Be Observed
Phenomenon Example
Physical activities
How a shopper moves through a retail store
Verbal behavior
Comments made by Wal-Mart shoppers @ checkout
Expressive behavior
Facial expressions of sports fans
Spatial relations
Where car owners stand when speaking w/ a mechanic
Temporal patterns
How long patients wait in an office before complaining
Physical objects
Brand of shoes/clothing golfers wear & use
Verbal/pictorial
records
Comments left on Internet blogs
Neurological events
Brain activity in response to joy/disgust when reading
nutrition information
Human vs. Mechanical Observation
• Human Observation
– Human being is the observer.
– More flexibility
– Observer bias
• Mechanical Observation
– A device is the observer/recorder.
• Traffic cameras
• Click-through rates
• Security cameras
Visible vs. Hidden Observation
• Visible Observation
– Observer’s presence known to subject(s).
– Reduced chance of privacy violations
• Hidden Observation
– Subject(s) unaware observation is taking
place.
– Minimizes respondent error
Direct Observation
• Straightforward attempt to observe and
record what naturally occurs
• The investigator does not create an
artificial situation
Contrived Observation
• Investigator creates an artificial
environment in order to test a
hypothesis.
– Airline passenger complaining about the
peanuts may be a researcher investigating
how flight attendants respond to
complaints.
– Mystery shoppers
Response Latency
• Recording the decision time
necessary to make a choice
between two alternatives
• It is presumed to indicate the
strength of preference between
alternatives.
Observation of Human Behavior
Benefits
• Communication with respondent
not necessary
• No distortions due to self-report
(e.g.: no social desirability) bias
• No need to rely on respondents’
memory
• Nonverbal behavior data may be
obtained
Observation of Human Behavior
Benefits
• Certain data may be obtained
more quickly
• Environmental conditions may
be recorded
• May be combined with survey
to provide supplemental
evidence
Observation of Human Behavior
Limitations
• Cognitive phenomena cannot be
observed
• Interpretation of data may be a
problem
• Not all activity can be recorded
• Only short periods can be observed
• Observer bias possible
• Possible invasions of privacy
Observation of Physical Objects
• Physical-trace evidence
–Wear and tear of a book
indicates how often it has been
read
Content Analysis
• Obtains data by observing and
analyzing the content of
advertisements, letters, articles, etc.
• Deals with the study of the message
itself
• Measures the extent of emphasis or
omission
Physiological Reactions
• Eye tracking
• Pupilometer
• Psychogalvanometer
• Voice pitch
Eye Tracking Monitors
• Measure unconscious eye
movements
• Record how the subject
actually reads or views an
advertisement
Pupilometer
• Device observes and
records changes in the
diameter of the subject’s
pupils.
Psychogalvanometer
• Measures galvanic skin
response
–Involuntary changes in
electrical resistance of the skin
• Assumption:
–physiological changes
accompany emotional reactions
Voice Pitch Analysis
• Records abnormal frequencies
in the voice that (supposedly)
reflect emotional reactions to
stimuli
Measuring Physiological Reactions Problems
• Valid measure of future sales, attitude
change, or emotional response?
• Measuring device sensitivity
– Identifying arousal is one thing
– Precisely measuring levels of arousal is another
• Measuring device(s)’ expense
• Subjects in artificial surroundings
• Subjects know they are being observed