The Scope Of Observation Research In The Collection Of Qualitative Data

781 words - 4 pages

IntroductionThere has never been a tougher time to run a business. Confronted with this dynamic atmosphere companies today are discovering the importance of maximizing the value of information provided by research. Companies that transform information into a competitive asset can turn even the toughest challenges into opportunities. Capitalizing on the information a company owns about its business processes, employees, customers, suppliers and partners is the new competitive edge, as it will act as capital that earns high returns. Information gathered through research will help organizations to understand their employees and customers instead of just processing them, optimize relationsh ...view middle of the document...

The observation scenario is not created.ContrivedObserving behaviour in an artificial environment. The researcher sets the scenario.DisguisedVs. Undisguised DisguisedThe people being observed are not aware that they are being observed. UndisguisedThe subjects are aware that they are being observed.Structures Vs. Unstructured StructuredThe approach to be followed is specified in detail including what behaviours are to be observed. The study is pre-determined. UnstructuredThe approach is not specified and the behaviour to be observed is not precisely defined. Observers record all aspects of behaviour.DirectVs.Indirect DirectBehaviour is observed as it occurs. IndirectRecord of past behaviourHumanVs. Mechanical HumanHuman observers are used. MechanicalMechanical devices are used in observing behaviour.(Source : Adapted from T.C. Kinnear and J.R. Taylor, Marketing Research, 3rd ed. New York : McGraw-Hill, 1987. pg 398-400)Direct ObservationDirect observation of people and how they behave in situations of interest is a commonly used method of collecting information. Direct observation can be divided into two categories:1. Participant observation2. Non-participant observationParticipant observation as the name implies, is a form of observation in which ...


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