Observation in Research: Purpose, Advantages, and Disadvantages

International Business
Research Skills

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
Purpose of observation, along with advantages and disadvantages.......................................3
2. Four dimensions that distinguish various approaches to observation................................5
3. Discuss at least two ways of minimizing observer bias.....................................................9
4 Critical evaluation of ethics of using concealed observation method...............................10
TASK 2..........................................................................................................................................11
1. Discussion of mechanism that administer online questionnaire with its advantage &
disadvantages........................................................................................................................11
2. Principles of wording, stating and how these are significant in questionnaire design.....12
3. How multiple methods of data collection & from multiple sources associated to validity and
reliability of measures.........................................................................................................13
4. Critical evaluation of the given statement........................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Research is defined as the procedure of systematic inquiry which entails collection of
information, analysis and interpretation of data, documentation of critical information within the
accordance of suitable methodologies set by particular professional fields & academic disciplines
as well. In addition to this, it is the systematic investigation and study of materials for
establishing facts and to reach new as well as valid conclusions as well. There are different types
of research which is used by researchers in order to gather data such as survey, questionnaires,
experiments, case studies, observation, interviews and so on (Hamilton and Webster, 2018). The
present report is categorised into two parts. In the first task, there is a discussion about drive of
observation along with its advantages & disadvantages of this research method in collection of
data. In addition to this, there is a discussion about dimensions which distinguish different
approaches of observation. Moreover, ways of minimizing the observer bias is taken elaborated.
In the second part, there is discussion about the mechanisms which can be adopt to administer
online questionnaire along with its advantages & disadvantages. Along with this, principles of
wording & how it is significant in designing of questionnaire is mentioned in the report. In the
last, different methods of data collection is elaborated in a proper manner.
TASK 1
Purpose of observation, along with advantages and disadvantages
Observation is the art or technique of primary research under which a researcher observes
or monitor activities related to research. In other words,observation is primary stage in
performing a research under which the researcher retrieves information about any topic
depending on the requirements of a report. The main aspect which is used in the observation is
Perception. In research,perception includes psychological strength of researcher to analyse
things. Perceptions differs from person to person in this world so it totally depends on the
researcher how the observation would be (Buckley, Enderwick and Cross, 2018). Observation
can be negative or positive depending on the subject matter. As the research-observation is
unique at different times,it is basically dependent upon the person's psychological strength. The
advantages and disadvantages of observation are as follows-
Advantages of Observation

Helps in quick data collection-The observer can collect data directly from the source. It
means that the observer doesn't need any special permission from any secondary person or from
any authority for the data collection. It makes the access to the research report easy and
beneficial for the users in a time bounded manner.
Collection of data in natural environment-The Data or the knowledge which is
collected through observation is collected in a natural environment as it is collected through
perception of the natural surroundings.
Helps in long Run-Observation leads to a longer period study which helps in the healthy
research report formation. Observation is generally done for longer basis which is essential for
durability of the research report.
Acts as a primary function for research-Observation is the primary part of a data
research so it stands as a backbone of the data research (Gray, 2019). It purely indicates that the
whole research will rely on it effectively.
Disadvantages of Observation-
 As the observation is different according to person to person it may arise out in a
different manner depending on the nature and knowledge of a person. So it totally
depends upon the psychological state of a person as how the research has to be
performed.
 The observational studies are conducted in depth so they have less sample size. Less
sample size leads to production of less value for the research report. Research report
recognizes less sample size which is inappropriate for the research operations at the end
when the evaluation related to research report is derived.
 The observation doesn't give knowledge about past as it is performed through perception.
It becomes hard to evaluate thoughts,intentions behind a particular research (Meyer,
2017). It becomes hard to evaluate the human values related to a research report at last.
Types of Observation-
Direct observation- In this the observer is directly present on the spot where he has to
perform the observation. In other words the observer is physically present to observe things
about the research.
Indirect observation- When it comes to indirect observation it means that the observer
should not be present physically for the collection of data but collects the data indirectly. A