observation & questionnaire- ii session
Post on 06-Apr-2018
226 Views
Preview:
TRANSCRIPT
-
8/2/2019 Observation & Questionnaire- II Session
1/32
Observation andQuestionnaire construction
-
8/2/2019 Observation & Questionnaire- II Session
2/32
Observation Techniques
Observation methods: techniques in which theresearcher relies on his or her powers of
observation rather than communicating with aperson in order to obtain information
Types of observation (will explain later):
Direct versus indirect
Disguised versus undisguised
Structured versus unstructured
Human versus mechanical
Natural versus Contrived
-
8/2/2019 Observation & Questionnaire- II Session
3/32
Observation Techniquescont.Direct versus Indirect
Direct observation: observing behavior as itoccurs
Indirect observation: observing the effects orresults of the behavior rather than the behavioritself
Archives (written records)
Physical traces (erosion or
accumulation/accretion)
-
8/2/2019 Observation & Questionnaire- II Session
4/32
Observation Techniquescont.Disguised versus Undisguised
D
isguised observation: subject is unaware thathe or she is being observed
Undisguised observation: respondent is aware ofobservation
-
8/2/2019 Observation & Questionnaire- II Session
5/32
Observation Techniquescont.Structured versus Unstructured
Structured observation: researcher identifiesbeforehand which behaviors are to observed andrecorded. The researcher specifies in detail what is
to be observed and how the measurements are to berecorded, e.g., an auditor performing inventoryanalysis in a store.
Unstructured observation: No restriction isplaced on what the observer would note: allbehavior in the episode under study is monitorede.g., observing children playing with new toys.
-
8/2/2019 Observation & Questionnaire- II Session
6/32
Observation Techniquescont.Human versus Mechanical
Human observation: person or persons observe
behavior (person hired by the researcher, clients,or perhaps the observer is the researcher)
Mechanical observation: human observer isreplaced with some form of static observingdevice(audio and or visual recording)
-
8/2/2019 Observation & Questionnaire- II Session
7/32
Observation Techniquescont.Natural versus Contrived
Natural observation: Observing behavior as it
takes place in the environment. Contrived observation: The behavior is observed
in an artificial environment.
-
8/2/2019 Observation & Questionnaire- II Session
8/32
A Classification of Observation Methods on
basis of mode of administration
Observation Methods
Personal
Observation
Mechanical
ObservationTrace
Analysis
Content
AnalysisAudit
Fig. 6.3
Classifying
Observation
Methods
-
8/2/2019 Observation & Questionnaire- II Session
9/32
Observation Methods
Personal Observation
A researcher observes actual behavior as it
occurs.
The observer does not attempt to manipulatethe phenomenon being observed but merely
records what takes place.
For example, a researcher might record traffic
counts and observe traffic flows in a
department store.
-
8/2/2019 Observation & Questionnaire- II Session
10/32
Observation Methods
Mechanical Observation
Do not require respondents' direct participation.
the AC Nielsen audimeter
turnstiles that record the number of people entering orleaving a building.
On-site cameras (still, motion picture, or video)
Optical scanners in supermarkets
Do require respondent involvement.
eye-tracking monitors
pupilometers
psychogalvanometers
voice pitch analyzers
devices measuring response latency
-
8/2/2019 Observation & Questionnaire- II Session
11/32
Observation Methods
Audit
The researcher collects data by examining physical
records or performing inventory analysis.
Data are collected personally by the researcher.
The data are based upon counts, usually of physical
objects.
Most common at the retail and wholesale level.
-
8/2/2019 Observation & Questionnaire- II Session
12/32
Observation Methods
Content Analysis
The objective, systematic, and quantitative
description of the manifest content of a
communication.
The unit of analysis may be words, characters
(individuals or objects), themes (propositions), space
and time measures (length or duration of the
message), or topics (subject of the message).
Analytical categories for classifying the units are
developed and the communication is broken down
according to prescribed rules.
-
8/2/2019 Observation & Questionnaire- II Session
13/32
Observation Methods
Trace Analysis
Data collection is based on physical traces, or evidence, of past
behavior.
The selective erosion of tiles in a museum indexed by the replacement rate
was used to determine the relative popularity of exhibits. The number of different fingerprints on a page was used to gauge the
readership of various advertisements in a magazine.
The position of the radio dials in cars brought in for service was used toestimate share of listening audience of various radio stations.
The age and condition of cars in a parking lot were used to assess theaffluence of customers.
The magazines people donated to charity were used to determine people'sfavorite magazines.
Internet visitors leave traces which can be analyzed to examine browsingand usage behavior by using cookies.
-
8/2/2019 Observation & Questionnaire- II Session
14/32
A Comparative Evaluation of Observation Methods
Table 6.3
Criteria Personal Mechanical Audit Content Trace
Observation Observation Analysis Analysis Analysis
Degree of structure Low Low to high High High Medium
Degree of disguise Medium Low to high Low High High
Ability to observe High Low to high High Medium Lowin natural setting
Observation bias High Low Low Medium Medium
Analysis Bias High Low to Low Low Medium
Medium
General remarks Most Can be Expensive Limited to Method of
flexible intrusive commu- last resort
nications
-
8/2/2019 Observation & Questionnaire- II Session
15/32
Relative Advantages of
Observation They permit measurement of actual behavior ratherthan reports of intended or preferred behavior.
There is no reporting bias, and potential bias caused
by the interviewer and the interviewing process iseliminated or reduced.
Certain types of data can be collected only byobservation.
If the observed phenomenon occurs frequently or isof short duration, observational methods may becheaper and faster than survey methods.
-
8/2/2019 Observation & Questionnaire- II Session
16/32
Relative Disadvantages of Observation
The reasons for the observed behavior may not be determinedsince little is known about the underlying motives, beliefs,attitudes, and preferences.
Selective perception (bias in the researcher's perception) can
bias the data.
Observational data are often time-consuming and expensive,and it is difficult to observe certain forms of behavior.
In some cases, the use of observational methods may be
unethical, as in observing people without their knowledge orconsent.
It is best to view observation as a complement to surveymethods, rather than as being in competition with them.
-
8/2/2019 Observation & Questionnaire- II Session
17/32
QUESTIONNAIRECONSTRUCTION
-
8/2/2019 Observation & Questionnaire- II Session
18/32
DEFINITION
A structured technique for data collection that
consists of a series of questions, written orverbal, that a respondent answers.
-
8/2/2019 Observation & Questionnaire- II Session
19/32
OBJECTIVESOF A QUESTIONNAIRE
Translating the information needed into a set
of specific questions that the respondents can
and will answer.
Uplift, motivate and encourage the respondent
to become involved in the interview to
complete it.
It should minimize response error.
-
8/2/2019 Observation & Questionnaire- II Session
20/32
Important characteristics of
good questionnaires Plan a user-friendly format Gather demographic data age, gender, etc.,
when necessary.
Guarantee anonymity
Ensure ease of tabulation Scantron forms
Ask well-phrased and unambiguous
questions that can be answered
Develop for completeness get all the data
Pilot test the instrument
-
8/2/2019 Observation & Questionnaire- II Session
21/32
TYPES OF QUESTIONNAIRE
Structured and Non- disguised
S
tructured and Disguised Non structured and Disguised
Non structured and Non disguised
-
8/2/2019 Observation & Questionnaire- II Session
22/32
-
8/2/2019 Observation & Questionnaire- II Session
23/32
Constructing the Questionnaire
Select the correct types of questions: open ended harder to score but get
richer information
closed ended, dichotomous offer two
either/or responses (true/false; yes/no;for/against
multiple choice select one or more than
one scaled response gather range of
values (strongly disagree, somewhatdisagree, neutral, somewhat agree, strongly
agree
-
8/2/2019 Observation & Questionnaire- II Session
24/32
1. Have you had any of the following
medical preventive tests/exams?
_____ mammogram (if a women)
_____ prostate exam (if a man)
_____ lung x-ray
_____ electrocardiogram
_____ stress test
-
8/2/2019 Observation & Questionnaire- II Session
25/32
2. Do you currently smoke?
_____ YES
_____ NO
-
8/2/2019 Observation & Questionnaire- II Session
26/32
3. Please evaluate the following statement:
I understand the Universitys code ofconduct as it relates to plagiarism.
____absolutely agree
____somewhat agree
____neutral
____somewhat disagree
____absolutely disagree
-
8/2/2019 Observation & Questionnaire- II Session
27/32
-
8/2/2019 Observation & Questionnaire- II Session
28/32
-
8/2/2019 Observation & Questionnaire- II Session
29/32
-
8/2/2019 Observation & Questionnaire- II Session
30/32
-
8/2/2019 Observation & Questionnaire- II Session
31/32
-
8/2/2019 Observation & Questionnaire- II Session
32/32
THANK YOU
top related