Chapter 13 Business Research Methods Donald Cooper Pamela

Chapter 13 Business Research Methods ä Donald Cooper ä Pamela Schindler Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 2001

Chapter 13 Observational Studies Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 2001

Click to edit Master title style Observation Slide 13 - 1 ä Nonbehavioral observation ä Behavioral observation Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Click to edit Master title style Observation Slide 13 - 2 Nonbehavioral observation ä Record analysis ä Physical condition analysis ä Process or activity analysis Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Click to edit Master title style Observation Slide 13 - 3 Behavioral observation ä Nonverbal analysis ä Linguistic analysis ä Extralinguistic analysis ä Spatial analysis Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Advantages of the Click to edit Master title style Observational Method Slide 13 - 4 ä Collect the original data at the time it occurs ä Secure information that participants would ignore because it’s so common it is not seen as relevant ä Only method available to collect certain types of data Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Advantages of the Click to edit Master title style Observational Method (cont. ) Slide 13 - 5 ä Capture the whole event as it occurs in its natural environment ä Subjects seem to accept an observational intrusion better than they respond to questioning Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Limitations of the Click to edit Master title style Observational Method Slide 13 - 6 ä Observer or recording equipment must be at the scene of the event when it takes place ä Slow process ä Expensive process ä Most reliable results are restricted to information that can be learned by overt action or surface indicators Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Limitations of the Click to edit Master title style Observational Method (cont. ) Slide 13 - 7 ä Research environment is more likely suited to subjective assessment and recording of data than to quantification of events ä Limited as a way to learn about the past ä Cannot observe rationale for actions, only actions themselves Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Relationship between Click to edit Master title style Observer and Subject Slide 13 - 8 ä Direct or indirect observation ä Observer’s presence known or unknown to the subject ä Observer is involved or not involved with the respondent Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Click. Observation to edit Master. Methods title style Slide 13 - 9 Direct Indirect Participant Simple Systematic Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Guidelines for Selecting Click to edit Master title style Observers Slide 13 - 10 ä Ability to concentrate in a setting full of distractions ä Ability to remember details of an experience ä Ability to be unobtrusive in the observational situation ä Ability to extract the most from an observational study Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001

Click to edit Master style Observation Data title Collection Slide 13 - 11 ä Who ä What Event Sampling Time Sampling ä When ä How ä Where Irwin/Mc. Graw-Hill ÓThe Mc. Graw-Hill Companies, Inc. , 2001