Observational Techniques

Introduction

In social sciences and marketing, observational field research or simply observational research is a technique for social research which includes observing phenomena directly under their normal setting. This is what makes it different from experimental research where the environment for the research is not exactly natural but it is of quasi-artificial type which is created for controlling spurious factors. In experimental research, variable of at least one type is manipulated as experiment’s part.

Three Approaches

The three main approaches of Observational techniques are discussed below:

• Covert observational research: The persons conducting the research never identify themselves. Either they get mixed with the subjects in an undetected manner or they maintain a distance to observe the research. The benefits of using this approach of observational technique are that the cooperation of the subjects is not required and secondly, the behavior of the subjects would not become unnatural due to the researchers’ presence. Few of the researchers have ethical doubts with the dishonesty included in this method.
• Overt observational research: In this the individuals conducting the research do identify themselves as researchers. They explain why they are conducting the research or observation. The main problem persisting with this approach of observation is that the subjects become cautious about the presence of researchers and accordingly modify their behavior. It is not that they do it purposely but it happens due to the loss of natural environment. When they get cautious about the presence of the researchers they stop portraying their true self. In place, they start portraying an ideal character of themselves. However, advantage of this approach is the non-existence of any deception.
• Research participation: In order to obtain better appreciation of phenomena researchers participate in the observation.

Application

In case of marketing research, the commonly used kinds of observational techniques involve personal observation, audits, mechanical observations, content analysis and trace analysis. In personal observation, products may be observed to understand its usage patterns or problems. In this method determination of shoppers’ socio-economic level or level of package scrutiny or time required to make purchase decisions are taken into consideration. With advancement of science, mechanical observation has also taken a major share in observational techniques. For example, eye-tracking using oculometers or pupilometers are done to know what advertisements subjects look at and how interested they get by seeing the advertisements. Voice pitch meters for understanding emotional reactions, on-shop cameras or electronic checkout scanners to identify buying patterns, etc are used.

Conclusion

In summary it can be mentioned that experimental research and quantitative research are generally more reliable than observational research. However, observational research is generally more valid than the other two types mentioned. Flexibility is one of the biggest advantages of observational techniques.

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