Page 269 - [Uma_Sekaran]_Research_methods_for_business__a_sk(BookZZ.org)

METHODS OF DATA COLLECTION 253

observational study. Formats for recording the observations can be specifically
designed and tailored to each study to suit the goal of that research.
Usually, such matters that pertain to the feature of interest, such as the dura-
tion and frequency of the event, as well as certain activities that precede and fol-
low it, are recorded. Environmental conditions and any changes in setting are
also noted, if considered relevant. Task-relevant behaviors of the actors, their
perceived emotions, verbal and nonverbal communication, and such, are
recorded. Observations that are recorded in worksheets or field notes are then
systematically analyzed, with minimal personal inferences made by the investi-
gator. Categories can then be developed for further analysis, as described in
Chapter 12 on Data Analysis.

Unstructured Observational Studies
At the beginning of a study, it is possible that the observer has no definite ideas
of the particular aspects that need focus. Observing events as they take place
may also be a part of the plan as in many qualitative studies. In such cases, the
observer will record practically everything that is observed. Such a study will be
an unstructured observational study.
Unstructured observational studies are claimed to be the hallmark of qualita-
tive research. The investigator might entertain a set of tentative hypotheses that
might serve as a guide as to who, when, where, and how the individual will
observe. Once the needed information is observed and recorded over a period
of time, patterns can be traced, and inductive discovery can then pave the way
for subsequent theory building and hypotheses testing.

Advantages and Disadvantages of Observational Studies
There are some specific advantages and disadvantages to gathering data through
observation as listed below.

Advantages of Observational Studies
The following are among the advantages of observational studies.

1. The data obtained through observation of events as they normally occur are
generally more reliable and free from respondent bias.
2. In observational studies, it is easier to note the effects of environmental influ-
ences on specific outcomes. For example, the weather (hot, cold, rainy), the
day of the week (midweek as opposed to Monday or Friday), and such other
factors that might have a bearing on, for example, the sales of a product, traf-
fic patterns, absenteeism, and the like, can be noted and meaningful patterns
might emerge from this type of data.
3. It is easier to observe certain groups of individuals—for example, very young
children and extremely busy executives—from whom it may be otherwise dif-
ficult to obtain information.