Advantages and Disadvantages of Observation as a Research Approach

Applied Research Studies

Table of Contents
TASK 1............................................................................................................................................1
1. Describe the key purpose of observation, outlining advantages and disadvantages of this
research approach to collecting data.......................................................................................1
2. Discuss four dimensions that distinguish various approaches to observation....................3
3. A disadvantage of observation is observer bias. Discuss at least two ways of minimizing
observer bias...........................................................................................................................4
4. Provide a critical evaluation of the ethics of using concealed observation as a research
method....................................................................................................................................6
TASK 2............................................................................................................................................7
1. Advancement in technology have helped data gathering via online survey questionnaires?
Discuss the mechanism that can be used to administer online questionnaire and advantages
and disadvantages that may occur..........................................................................................7
2. Explain the principles of wording, stating how these are important in questionnaire design,
citing examples not in the book..............................................................................................9
3. How are multiple method of data collection and from multiple sources related to the
reliability and validity of measures?.....................................................................................10
4. “Every data collection method has its own built- in biases. Therefore, resorting to multi-
methods of data collection is only going to compound the biases.” Provide a critique of this
statement...............................................................................................................................12
REFERENCES..............................................................................................................................15

TASK 1
1. Describe the key purpose of observation, outlining advantages and disadvantages of this
research approach to collecting data
Observation is active acquisition of the information from primary source. It is related
with conceived watching, evaluation and analysis of act and the behaviour. Observation data
collection method is mainly classified as participatory study due to an investigator has to
immense in setting where the respondents are while taking notes (Burns, Bush and Sinha, 2014).
The observation gives accurate data and information regarding people, tasks and their
requirements. These concerns conceived watching, analysis, transcription or also evaluation of
action and events. The observation is helpful for an investigator to collect the empirical data that
is complex to obtain through other ways. It gives information an effective way to collect
information that requires to explain aspect of variable being studied that cannot explained in an
accurate manner without any observation. It is one of the effective tool for gathering data and
information regarding processes and people in qualitative investigation (Jorgensen, 2015). On
the other hand, it is qualitative research technique where the investigators observe ongoing
behaviour of participants in natural situation. The observation enables the business to be observe
potential consumers in natural setting that can reveal penetrating insights which unavailable by
some other methods for an instance surveys and focus groups. In the observation, observer can
check accuracy directly from observed the observer cab apply different devices to test reliability
of behaviour. Collection of data is more reliable as comparison to questionnaire or interview.
The observational study is said to be high in the control when condition is manipulated through
an investigator.
The data gathered by the observation at the time of descriptive observation give initiative
story that many serve as development basis of set concepts. The observation method is mainly
used in cases where this is necessary to neglect set of the errors which occur in interview method
as result of interpretation and evaluation processes on part of workers. Investigators use all
senses to analyse people in the natural setting. Observation of area setting consists prolonged
engagement in setting. Observation method includes human observation about what person
actually do. Other than this, perception as information assortment can be unstructured or
organized. In organized perception, assortment of information is for the most part led by utilizing

the specific factors and furthermore based on pre-characterized plan. Then again, unstructured
perception is led in open route in sense that there would not be pre-recognized goals (Grimm,
Kaufman and Doty, 2014).
Intention of observation
The main purpose of an investigator is to collect the sufficient data from primary sources
for getting the accurate explanation and also interpretation. The observation enable an
investigator to collect from specific area by experimentation (Hogarth, 2014). The other purpose
of observation is to explain set of the variables. It is mainly obtain snapshot of particular
characteristics of a person or group. In this, investigator use all senses to evaluate people in the
occurring conditions. This is necessary for the investigators to be as objective as most possible
when recording observations to neglect the bias.
Merit and demerit of observation
Advantages
 The primary advantage of perception is certainty. The perception is useful to a specialist
to gather the social information without posing any sort of inquiries. The individuals can
without much of a stretch saw in characteristic workplace (Spradley, 2016).
 The perception is useful in watch the specific gathering of individuals. The observational
research many be helpless against the reactivity if perceptions are to be kept to wider
time duration (Abbott and et. al., 2016).
It is one of the effective technique for study the behaviour and actions. Through this sentiments,
perspectives and dispositions can be handily speculated through watching the outward
appearances and furthermore some other non verbal practices. It is mainly used as technique to
gather data from the complement that obtained through some other techniques for an instance
interview (Yadav and et. al., 2016).
Disadvantages
The main disadvantage of observation is that it is time consuming process. Several observation
forms needs observer to present physically mainly for the prolonged time period (Kołpa and et.
al., 2018).
 The observation is costly in nature because this needs high cost and more efforts. This
consists travelling and buying the sophisticated equipments (Leslie, 2011).