(BQ) Part 2 book "Research methods for business students" has contents: Collecting primary data through observation, collecting primary data using questionnaires, analysing quantitative data, analysing qualitative data, writing and presenting your project report,.and other contents. | 12/2/09 1:18 pm Page 288 Chapter 9 Collecting primary data through observation Learning outcomes By the end of this chapter you should be able to: • • • • understand the role that observation may play as a data collection method in your research design; identify two types of observation, participant observation and structured observation, and their differing origins and applications; adopt particular approaches to data collection and analysis for both participant observation and structured observation; identify threats to validity and reliability faced by the two types of observation. Introduction Observation is a somewhat neglected aspect of research. Yet, it can be rewarding and enlightening to pursue and, what is more, add considerably to the richness of your research data. It can even be fun, as the introductory example illustrates. If your research question(s) and objectives are concerned with what people do, an obvious way in which to discover this is to watch them do it. This is essentially what observation involves: the systematic observation, recording, description, analysis and interpretation of people’s behaviour. The two types of observation examined in this chapter are very different. Participant observation (Sections –) is qualitative and derives from the work of social anthropology early in the twentieth century. Its emphasis is on discovering the meanings that people attach to their actions. By contrast, structured observation (Sections –) is quantitative and is more concerned with the frequency of those actions. A common theme in this book is our effort to discourage you from thinking of the various research methods as the sole means you should employ in your study. This is also true of observation methods. It may meet the demands of your research question(s) and objectives to use both participant and structured observation in your study either as the main methods of data .
