OBSERVATION: gaining information about people through watching their behaviour.
Observations
PARTICIPANT OBSERVATION The researcher is involved in interaction with whatever the participant is doing, whilst observing them. Advantages:
rich data, where the researcher can be up-close to participants
the researcher is able to form relationships with group members
combines emic and etic approaches
can gain a holistic view of participants as many aspects are considered
Disadvantages:
researcher effects can occur, causing biased results
there are problems with data recording as can often rely on memory
physically demanding
time consuming
NON-PARTICIPANT OBSERVATION Researcher isn't involved in the activity of the participants. Advantages:
no researcher effedts
easy to record as can observe from a distance
Disadvantages:
less detailed data
NATURALISTIC OBSERVATION Groups are observed in natural conditions. For example, criminals in a prison, monkeys in a forest, students in a school. Advantages:
high ecological validity as in a natural setting
can observe participants who are not allowed away from that environment, such as prisons.
Disadvantages:
unreliable as there is no full control
ethical concerns, participants may not have the right to withdraw
OVERT OBSERVATION Participants are aware they are being observed. Advantages:
highly ethical
Disadvantages:
demand characteristics - participants may try to guess aims of the study and behave in a way they think would benefit research
or the opposite with the screw-you effect - participants act in a different way to ruin the results
social desirability can occur
COVERT OBSERVATION Participants are unaware they are being observed. Advantages:
participants behave the most naturally
Disadvantages:
ethical concern - no right to withdraw, no consent