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Chapter 10 – Collecting Data by Observation
I. Learning Objectives:
Upon completing this chapter, the student should be able to:
1. Describe the two basic means of obtaining primary data.
Observation involves scrutinizing the situation of interest and recording relevant
2. State the specific advantages of each method of data collection.
3. List the important considerations in the use of observational methods of data
collection.
4. Explain the difference between structured and unstructured observation.
5. Cite the main reason researchers may choose to disguise the presence of an
6. Explain the advantages and disadvantages of conducting an observational
experiment in a laboratory setting.
7. List several approaches to mechanical observation.
Approaches include video cameras, recorders, bar scanners, galvanometers, voice-
Chapter 10 – Collecting Data by Observation
2
II. Chapter Outline:
A. Introduction
Exhibit 10.1: Basic Choices among Means for Collecting Primary Data
2. Speed and Cost
3. Objectivity and Accuracy
B. Observation Research
Manager’s Focus
2. Disguised versus Undisguised Observation
a. The Ethics of Disguise
3. Natural versus Contrived Setting for Observation
5. Human versus Mechanical Observation
Research Window 10.2: “Driving” Toward Golfer Insights at PING
Manager’s Focus
C. Summary
III. Answers to Review Questions:
1. Observation involves scrutinizing the situation of interest and recording relevant
facts, actions, or behaviors. Communication involves questioning respondents to
2. In an observational study, a high degree of structure looks like when the
3. Mystery shoppers are disguised observers who are paid to shop. While shopping,
4. Most often, an observer’s presence is disguised in order to control the tendency of
people to behave differently when they know their actions are being watched.
5. The advantage of a contrived setting is that researchers are better able to control
outside influences that might affect observed behavior. The disadvantage of this
6. The approaches used with mechanical observation range from straightforward
things like video cameras, tape recorders, and bar-code scanners to more complex
IV. Instruction Suggestions:
1. Begin with a quick review of the main observational methods. The distinctions
between structured-unstructured, disguised-undisguised, natural setting and
2. The discussion can then be profitably directed to the development of an
observational study to answer some specific research question. The following
problem, for example, has proven helpful in distinguishing among the various types
of observational studies and the advantages that arise with each.
Assume you were interested in assessing the influence of children on a family's
purchasing decision. How would you investigate this problem by observation?
3. Students also seem to appreciate explicitly discussing unobtrusive observational
techniques. The book Eugene J. Webb, Donald T. Campbell, Richard D. Schwartz,
and Lee Sechrest Unobtrusive Measures (Thousand Oaks, CA: Sage Publications,
