Key Purpose and Merit of Observation in Research

This study explores the key purpose and merit of observation as a research method, along with its advantages and disadvantages. It also discusses the four dimensions that distinguish different observation approaches and ways to reduce observer bias. The report further examines the mechanism for administering online questionnaires and its advantages and disadvantages. It concludes with a critical evaluation of the ethics of using concealed observation as a research method.

International business
research skill

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
TASK 1.................................................................................................................................................3
1) Key purpose and merit and demerit of observation.....................................................................3
Purpose of observation..................................................................................................................3
Merit and demerit of observation.................................................................................................4
Advantages.....................................................................................................................................4
Disadvantages.................................................................................................................................4
2) Four dimensions that distinguish different observation approaches...........................................4
3) Two ways for reducing observer bias..........................................................................................5
4) Critical evaluation of ethics of using the concealed observation as research method.................7
TASK 2.................................................................................................................................................7
1) Mechanism that can be used to administer online questionnaire and advantages and
disadvantages...................................................................................................................................7
2) The principles of wording stating how these are essential in questionnaire design....................8
3) Measure how are multiple method of data collection and from multiple sources related to the
reliability and validity......................................................................................................................9
4) The data collection methods has its own built and biases. Therefore, resorting to multi-
methods of data collection is only going to compound the biases.................................................11
CONCLUSION..................................................................................................................................13
REFERENCES...................................................................................................................................14

INTRODUCTION
The respective study aims at determining reliable or appropriate sources which are being
needed for conduction of a research paper. Extracting information from reliable and trusted sources
helps in delivering up or a research project of a good quality. A researcher in the process of
conducting research on the given topic have variety of choices for extracting information from
variety of sources (Civitillo, Juang and Schachner, 2018). It becomes important for researcher to
pick the best suitable research method that will be used in the entire research. This report dedicates
its findings which is based on how effective it is to draw reliable as well as valid results. The report
contains the study about the key intention of observation, its benefits and disadvantages, the four
dimension which are effective in distinguish multiple approaches to observation, the disadvantages
of observation in observer bias (Dunn, 2017). In addition to this, the study also determines the
mechanism which can be implemented to administer online questionnaire and outline advantaged
and disadvantages. In this the principles of wording and its significance in developing questionnaire
has also determined and furthermore, multiple methods of data collection are also discussed with
determining their reliability and validity.
MAIN BODY
TASK 1
1) Key purpose and merit and demerit of observation
Observation relates to the potion of study which plays an important role in extracting
conclusions as well as recommendations from the research study being conducted using primary
source of research method. Observation data collection method is termed as the participative data
collection method as because of the fact, a researcher of a report has to go through intensive
research programs along with utilisation of resources while conducting a research document.
Observation is the key element which is being used in drawing out effective learning outcomes and
a summary to what is being presented in the research paper and provides transcript of the meta-
analysis which is presented by the researcher. With addition to that, it also provides specific
guidelines for collection of relevant information that suits best as per requirement of the project and
avoids wastages of valuable resources of the researcher.
Purpose of observation
The main purpose or objective of observation part of the report is to critically analyse the
key points being focused in the document (Gaber, 2020). It also enables readers of the report to
examine all the points that are being covered in the report. With addition to that, several quality
points and main focus of the report is being highlighted in the section of observation.

Merit and demerit of observation
Advantages
 The primary advantage of observation is to provide to the point information or data to
respective readers of the research paper. Observation provides to the point relevant
information about the subject matter as per the requirements of project tasks and brief.
 The insight is helpful in watch the particular get-together of people. The observational
examination many be vulnerable against the reactivity if discernments are to be kept to more
extensive time span.
Disadvantages
 One of the major disadvantage of observation is that it is a time consuming process. Taking
into consideration time as an important resource in today's world, researcher should have to
consider this disadvantage of observation.
 In the perception technique, it is mind boggling to check legitimacy of the perception. A few
observational marvel cannot be as expected clarified with exactness and not ready to draw
the substantial speculation. Absence of the onlooker capability may hamper unwavering
quality and legitimacy of perception.
2) Four dimensions that distinguish different observation approaches
Observation is considered as the systematic approach for data collection, all the research
proceedings and patters are based on such data collection methods. It is a qualitative type of
researcher method in which data is collected on the basis of response collected from various
responders (Gutiérrez-García and Calvo, 2017). There are different dimensions of observation
which distinguish between these different observations approaches, such dimensions are given
below:
Controlled: As per this dimension of observation approach, it brief about that a research is to
be conducted in specific arranged situations in careful manner. This dimension is usually used in
experimental type of study, with certain code of conduct that is followed while performing various
research activities. This help researcher of a report to develop and follow proper code of conduct
while approaching to respective areas of research project and also with effective coordination so
built enables the researcher to avoid wastages of raw material or resources being invested in the
research document. This restricts unproductive activities and allows proper functioning up of every
aspect of the research to function in desired direction.
Participant: This form of observation approach is usually used in grounded theory studies,
ethnographic studies and case studies. In the respective dimension i.e. participant approach,

observer or investigator collects necessary information or data from observing day to day
operational activities of an organisation, institute or a company. This dimension of observation
proves to be very important to gather information about current trend and demand as well as
behaviours of various individual of a specific region or a community. This type of observation is
conducted by an individual who stays under cover and is out of any restriction from various
companies laws or code of conduct, however has to behave accordingly in front of stage so that to
not be recognised.
Structured: In this sort of perception approach, observers mentions the cautious observable
fact of at least one than one specific practices in explicit setting for example more organized than
setting utilizing in the member perception. It is information gathered strategy under which an
examiners gather the information with no immediate inclusion with members and assortment
method is in procedural and organized manner (Hill, Buddenbaum and Townsend, 2019). For the
organized perception, an examiner determined in detail what should be noticed and what are the
estimations are need to be recorded. In setting to this, following the organized perception,
information is mostly examined and contrasted with invalid speculation to recognize certainty and
legitimacy of any sort of connections among factors. Then again, organized perception involves
information assortment based on set of the predefined techniques and rules. The perception
structure and furthermore predefined factors are basically gotten from study reason.
Concealed: In this, covering of the perception is worried about the individuals from
gathering of people which should be researched. Fundamental advantage of utilizing disguised
perception is that subject of an examination isn't to be affected through mindfulness which they are
noticed (Ibáñez and Delgado-Kloos, 2018). In setting to this, reactivity to which a spectator impacts
circumstance in perception could be primary danger to legitimacy of results about observational
investigations. The primary purpose for utilizing covered perception is that it couldn't affect
legitimacy of perceptions.
3) Two ways for reducing observer bias
Perception Bias is affinity to see what expect that need should see or what they should be
see. Right when a specialist considered certain get-together, they generally come to attempt various
things with the previous data and besides dynamic notions concerning total that being inspected.
The eyewitness predisposition is identified with a blunder that principally presented in estimation
when the spectators overemphasize the conduct which they hope to look and furthermore neglect to
see the conduct. This is type of the discovery predisposition starting phase of noticing study or
recording the data. It is a sort of recognition that can affect appraisal in interventional and
observational investigations.

Reason for observer bias
The eyewitness predisposition can happen when subject believes going to be examined.
Exactly when subject understands that they are being watched, this can cause them to be act in a
substitute manner and could intrude with an assessment. The spectator inclination shows some
genuine ramifications for an agent that previously setting up the end before real investigation. The
spectator predisposition happens when an analyst knows with respect to status of subject, results
and capacity for talk with subject and examine information in impartial manner is to be undermined.
Concerning this, impact of the passer-by inclination many be anticipated in ethnographic
exploration construction and moreover can be eased through a blend of a couple of value features
involving those which having with execution of discernment guide and grid. There are some various
approaches to relieving onlooker inclination given beneath:
Constantly screen spectators' objectivity: In this, objectivity is foremost on the whole
examination put in the ethnography when an onlooker many spent the unprecedented book in
territory, in view of eyewitness job and working between members. In this way, there is a
necessities of ethnographic examination to be checked just as controlled on nonstop reason for
wrong worth decisions of onlookers and some different additions in information.
Eyewitnesses ought to take part in the steady self-assessment: This is an obligation of
spectator to participate in the point by point and predictable self-appraisal for an event keeping up
reflexive journals concerning how a passer-by may change outcomes which are being watched, it is
an essential cost to detailing the end in regards to consider and expanding believability of study by
the exposure of self-scrutinize measure.
Preparing in "acting" abilities: Under this, on location member perception needs certain
sum about acting from spectators. Capacity to venture outside to take just as keep up different
individual while as member in the ethnographic perceptions is fundamental ability. Concerning this,
capacity to "not makes the waves" and "mix in" guides in decrease effect of onlookers on occasions
and practices which they are for the most part noticing. Acting abilities of onlooker are
fundamentally important in secret member perception where spectator is to be disguising character
to members. To lessen eyewitness predisposition, an agent ought to pick the onlookers which are
tolerating of incognito job while managing the members and decrease the negative effect about
believability of information which gather for study.
Eyewitnesses ought to be prepared to play insider and outcast job: Under this, it is fundamental for
the onlooker to accept twofold work, for instance, insider and unapproachable. Insider are those
which watching events from perspective of individuals and unapproachable are those which
watching events with objective (Kim and Won, 2018). It is one of the fundamental aptitudes and if

observer was learn single thing in getting ready, by then it needs to focus on it. Twofold perspective
supports authenticity of data through empowering record of watched events through individuals
from camouflaging meaning while at tantamount opportunity to lessening observer inclination
credibility through tossing objective.
4) Critical evaluation of ethics of using the concealed observation as research method
Along with certain principles for effective conduction of a research paper, a researcher also have to
consider some basic values or ethics for seeking best interest of readers. This includes effective
conduction of research document with ensuring collection of data from relevant as well as trusted
sources. This not only protects the interest of readers of the report but also avoids getting into legal
formalities for developer of a researcher program. As with light to the fact collection of data or
information from restricted sites is considered to be a illegal activity under various academic
guidelines. For the research morals, ESRC structure for the exploration morals set out the better
practice for an examination, itemizing the assumptions and standards from specialists, research
morals advisory groups and exploration associations (Krause and et. al., 2018). The examinations
dependent on perception should regard security and furthermore prosperity of individual
contemplated. The hidden insight is examine strategy where passer-by stay evaded subjects of
study. At the present time, of observer may influence lead of watched subjects, concealed
discernment is proper in extending exact information and data. In the hidden insight. Subjects don't
think about observational assessment thusly such a likelihood may get rid of the advancing
behaviour.
Fundamental worry in an out of a hidden discernment relates to the ethical concerns which are
stressed over security of individuals and their consent being scrutinized. When playing out a part
discernment, an inspector could be a non-concealed passer-by to a particular assembling part as a
shrouded observer.
TASK 2
1) Mechanism that can be used to administer online questionnaire and advantages and
disadvantages
Questionnaire is a research instrument which is an inclusion of set of various questions which are
based on extraction of information required for completing the assigned research project. In the
process being pure dedication and efforts are being made by researcher of the report to develop an
attractive questionnaire that includes relatable as well as interesting questions rather than being old
or copied questions. By looking at the current trend as world is moving towards wherein, various
individual likes fast paced lives (Lin, 2018). Thus, in order to react effectively, various researcher
make required changes in their operational activity in the process of conducting research document.

For instance, to make a questionnaire interesting, modern form of questionnaire i.e. online surveys
are being conducted to seek data or information from variety exposure to people. This helps in
collecting data from wide range of public stage and enables investigator to capture large variety of
behaviours of people under various situations.
Preparing an online questionnaire is a time consuming process, as investigator have to get
familiar with web designing authority programs. Apart from this, it provides great deal of help to
various researcher in terms of time and cost. Although one time cost/capital has to be separated by
the researcher. It have advantages as well as disadvantages;
Advantages
Wide range: By adopting to questionnaire firm of data collection method provide with wide
range of opinions on the subject matter. Ultimately by interpreting results collected from wide range
of individual opinions, researcher is able to know all related matter of facts related to the concern
topic of the research.
Cheaper: This element of research method proves to be a cheaper means to extract required
information as when compared to other forms of data collection methods (Nardi, 2018). It uses
platforms like social media, which comes under public platform and is free for everyone.
Personal space: Lastly, as this form is the updated type of questionnaire, wherein, various
individuals sitting at their homes can simply attend questionnaire by simply browsing to internet.
This is considered as the most convent way, as various individual can perform necessary tasks at
their home comfort without any external disturbing factor. This is advantageous to researcher of
report as reliable and true information is being extracted by seeking to various benefits of such form
of collecting required data or information.
Disadvantages
Limited scope: As by considering to the fact that, researcher of a report wants to seek
information from target group for collecting information under various circumstances. It is not
possible that every time those respective individuals are attempting the survey, due to various
reasons such as no internet or could be computer illiterate.
High initial cost: For setting up such surveys there is high cost to be incurred by
investigator to get access in such a wide areas of presenting the data.
Needs technical knowledge: For applying to these surveys/questionnaire, technical
knowledge is to be required to various participating candidates. However, it is not possible that, the
desired individuals will have such knowledge. Therefore, this falls under another point of
disadvantage for this approach.

2) The principles of wording stating how these are essential in questionnaire design
Questionnaire is recognised as one of the excellent research methodology, as with its unlimited
scope of gathering information, keeping in mind time and cost as one of the valuable resource to the
investigator. This research methodology helps researcher of a report to extract reliable as well as
information from trusted sources which lately count as to increase quality of research paper being
presented to readers (Reardon and et. al., 2018). With light to the fact that, as in such type of
research type there is no personal interaction with respective candidates. In the process being an
individual candidates just have to answer pre written question being presented to them in a piece of
sheet. Therefore, there are greater chances that an individual develops lack of interest and
frustration answering to variety of large number of questions and most of the times end up filling up
fake answers. Thus, it is important for an investigator of a research project to develop exciting and
unique questionnaire to selected candidates. Hence, there are various trademarks or principles
which are kept in mind while developing a questionnaire, these are as follows:
Flow of questionnaire: An investigator should avoid asking sensitive questions at the beginning of
questionnaire, rather put them in middle or at last, as individual answering such question will get
use to the flow of questions and would be able to relate well and provide exact information which is
required (Renz, Carrington and Badger, 2018). With addition to that, this section is also an inclusion
for warning the investigator to ask various questions that would hurt sentiments of the candidates.
Thus for preparing an effective questionnaire, researcher should avoid such questions to me
mentioned along with set of questions in the sheet of questionnaire.
Short and sweet: Keeping questionnaire short and simple helps in avoiding situations like
developing frustration in respondents and ensure extraction of data as per requirements of research
aims and objectives.
Say No to Assumptions: Another thing which is kept in mind of investigator is that,
questions should not be developed seeking knowledge about technical terms. As with light to the
fact that it would lead to building up of a questionnaire more complex. All the questions in the sheet
should be presented to respective individual at their simplest form, it should not be assumed by the
investigator that respondent possess all the required knowledge about the mentioned topics in
questionnaire.
No double barrel questions: Last but one of the important principle for shaping and
effective questionnaire is of not including those questions which includes double meaning to any
other fact or end up hurting sentimental indirectly.

3) Measure how are multiple method of data collection and from multiple sources related to the
reliability and validity.
Collection of information is being characterized as the strategy of investigating and collecting
information from various sources in a systematic manner, which suits the best as per project
requirements and according to various requirements of the project. In its border sense, it consist of
collection of data by following various rules and regulation being given by academic act and
ensuring developing report without taking information from restricted sites (Shan and Hwang,
2018). There are various sources of data collection method which are made available to the research
of a report. Primary and secondary sources for data collection is being concentrated in this report.
Primary source of data collection
In such type of source of data collection method, data is being extracted from the
investigator by performing or organising up of several activities such as preparing questionnaire,
conducting surveys, interviews and many more of such activities. These respective activities are
majorly aimed at extracting information from various selected candidates or individual, which is
directly in relation with aims and objective of the research document (Shankar and et. al., 2018).
Such type of data collection method provide with brand new data that is also possess first hand right
to the investigator of the research program. It includes observation method interview method,
experimental method, questionnaire method and case study method. There brief is given below;
Observation method: This method refers to observing various things and observing daily
ongoing of life of various individual to determine the current trend and behaviours of respective
individual in a given place. Respective method is being observed as one of the most common
method which is used by every researcher and has its great importance in conducting sociology
investigation.
Interview method: In this type of method of collecting data, various questions is being asked
from respective candidates of the research by facing them face to face and by directly interacting
them. This method is the best way to extract information from various individuals to ascertain
current impossible trends by establishing effective personal relations with them. By using this
method although it is time consuming one, investigator could extract some good quality information
that enables them to perform research effectively.
Questionnaire method: In this element of extracting information for conducting research
project, various set of pre written questions are presented to various individual candidates and
useful data as an average is being taken into consideration for the project. Such type of research
methodology is very common and is being used by variety of researchers of report.
Case study method: In this element of research method, critically evaluation and analysis is

being done and data or information is extracted by performing deep study on any institute or any
individual famous personality.
Secondary source of data collection
Such type of data or information is being collected by an individual by referring to various
types of books or online journals. Data so collected in such type of method is considered to be less
reliable when compared to primary source of data collection method. As in this type of data or
information collection method, by secondary source such as pre written books and various article or
journals given by different writers (Thomas, 2017). With addition to the bias, there is also the
possibility that, data or information being collected by investigator is expired to out dated or could
be irrelevant to aims and objectives of the research paper. However, if a researcher possess some
expertise in the given topic could perform research using this method as this research methodology
consumes less cost as well as time in the process being.
4) The data collection methods has its own built and biases. Therefore, resorting to multi-methods
of data collection is only going to compound the biases.
There are certain sources which helps researcher of a report to add value of reliability in respective
report. Primary sources is one of those sources which consist of conducting activities like
interview, surveys, questionnaire and many more. These sources possess lots of potential and helps
in offering better quality of report to their readers (Tuna and Gungor, 2017). However, some of its
bias could be that sometimes, it may give false result, as taking example of questionnaire in which
individual are asked to answer some pre written questions. Therefore, questionnaire so form could
appear lengthy as well as frustrating to some of its candidates, hence results in wrong interpretation
of results so obtained. So, in order to carry research effectively, researcher with its dedicated effort
should also focus on designing short and unique questionnaire in which various candidates found it
interesting to answer to various questions.
Another primary source i.e. interview, it is a general face to face interaction process in
which candidates are asked certain questions relating to needful for the research. In this process
personal relations are being built with selected candidates. Apart from its goodies, this system could
also prove to be bias, as on interpretation they temper research work as well as information to
increase the efficiency of the work being produced. Other than this, interviewer could fit set of
questions and sense of responsibilities as per its convenience (Yahia, Al-Neama and Kerbache,
2018). This could result in hampering the effective quality of work and might result in wastage of
valuable resources consisting time as well as money of the researcher. With addition to that, it also
leads to shaping the effort of the report towards incorrect direction away from its respective aims
and objectives. This results in reduced quality of research paper and creates bias for completion of

the work.
Moving forwards towards other sources i.e. secondary sources. This type of resources are used
by those researcher of the report, who don’t have any sort of knowledge or information about the
given aims and objective or task of the report. In such type, collection of data is being done from
analysing and evaluating various books and journals that are being published by their respective
writers and have a copyright on them. This type of collecting data provides great deal of help to
those individuals who don’t have expertise for given topic of the research proposal. However, there
are also some bias of such research type, as due to lack of expertise in given topic or aims and
objectives of the research leads to delivering non-unique content, which is not so far in trend of the
readers. With addition to that, such type of method for collection of data could lead researcher in
trouble as there is no reliability of the information and it could be possible that data collected by
reading books or journals have expired or has no relevance to the given tasks of the report.

CONCLUSION
As per the detailed evaluation of the exploration it has been concluded that, in the
implementation of a research it is essential for the investigator to implement most suitable and
effective source of data collection in respect to aiding the whole analysis in accurate mode to drawn
effectual and certain results. Although, in an investigation the methodologies are significant in
providing appropriate way with the supportive guidelines to attain appropriate results and findings.
With the suitable analysis of the project it has also been evaluated that, methodology is recognised
to be the wider section of investigation which is necessary to be analysed by the investigator for the
purpose of evaluating reliable results by rendering the investigation aspects in effective manner.

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