Unobtrusive Research
Studying social life without affecting the it
the process
in
Unobtrusive
research
methods
quantitative or qualitative.
can
be
These methods allow researchers to study things
from afar without influencing the process.

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

Content 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)
operationalizing
and
problem,
conceptualization,

Development of means by which you’ll collect the data Sampling
design

Data collection and analysis.
Manifest Content Coding
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.
Latent Content Coding
Analogous to analysis of qualitative data
Look for the meaning underlying signs, symbols,
language

subjective interpretation
You may begin inductively; looking for themes
Strengths of Content Analysis
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
Weaknesses of Content Analysis
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
Analyzing Existing Statistics
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?
Historical/Comparative Analysis
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
Validity of Data
Question the
(corroborate)
accuracy of documents;
triangulate
Is the source of your data perhaps biased in some way?