mbr chapter eight
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Slide 9.1
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Chapter 9Collecting primary data through observation
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Slide 9.2
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Observation as a data collectionmethod
Observation involves the systematicobservation , recording, description
analysis and interpretation of peoplesbehaviour
Saunders et al. (2009)
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Slide 9.3
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Types of observation
The two main types
Participant observation emphasises the discoveryof meaning attached to actions (qualitative)
Structured observation is concerned withfrequency of actions
(quantitative)
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Slide 9.4
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Participant observation (1)
Definition
Where the researcher attempts to participatefully in the lives and actions of subjects,
enabling them to not merely observe what ishappening but also feeling it
Adapted from Gill and Johnson (2002)
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Slide 9.5
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Choice of participant observer role
Determining factors
Purpose of the research and time available
Degree of suitability felt by the researcher
Organisational access
Ethical considerations
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Slide 9.6
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Data collection and analysis (3)
Points to consider
Threats to validity
The perspective of the subject - not the researcher
Advantages and disadvantages of participantobservation are summarised in Table 9.1
Saunders et al. (2009)
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Slide 9.7
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Advantages
It is good at explaining what is going on in particular
social situation.
It heightens the researchers awareness of significant social
process.
It is particularly useful for researchers working within their
own organization.
Some participant observation affords the opportunity for
the researcher to the experience for real the emotions of
those who are being researched.
Virtually all data collected are useful.
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Slide 9.8
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Disadvantages
It can be very time consuming.
It can pose difficult ethical dilemmas for the researchers.
They can be high levels of role conflict for the researcher.
The closeness of the researcher to the situation being observed can leadto significant observer bias .
The participant observer role is a very demanding one, to which not all
researchers will be suited
Access to organizations may be difficult.
Data recording is often very difficult for the researcher.
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Slide 9.9
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Structured observation (1)
Points to consider
Structured observation is systematic and aims toestablish straightforward facts
Structured observation was an important part ofMintzbergs (1973) study of managerial work
Proliferation of the Internet potentially widens thescope of participant observation
Advantages and disadvantages of structuredobservation are summarised in Table 9.2
Saunders et al. (2009)
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Slide 9.11
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Structured observation (3)
Threats to validity and reliability
Subject error
Time error
Observer effects and strategies to overcome this
habituation and minimal interaction Robson (2002)
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Slide 9.12
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Summary: Chapter 9
Participant observation is used in a wide range ofsocial settings
Participant observation means adopting a
number of potential roles
Roles are differentiated according to the degree
of concealed identity and participation in eventsadopted by the researcher
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Slide 9.13
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Summary: Chapter 9
The aim of participant observation is to developtheory and avoid mere story telling
Structured observation is concerned with the
frequency of events. It is characterised by highlevels of predetermined structure and quantitative
analysis
The main threats to reliability and validity are
subject error, time error and observer effects
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