BMG871 Research Report: Data Collection Methods and Ethics

This report, prepared for the BMG871 course, delves into various research methodologies. It begins by defining observation, outlining its advantages (directness, non-verbal behavior analysis) and disadvantages (lack of control, time-consuming nature), and discussing four dimensions that distinguish observation approaches (controlled vs. uncontrolled, structured vs. non-structured, participant vs. non-participant, and concealed vs. unconcealed). The report also addresses observer bias, offering strategies for its minimization, such as appropriate training and the use of multiple observers. The report then explores the use of online questionnaires, outlining mechanisms for administration, advantages, and disadvantages. Principles of wording in questionnaire design are discussed, as well as the relationship between multiple data collection methods and the reliability and validity of research measures. Finally, the report critiques the statement that multi-method data collection compounds biases, advocating for its use to enhance research robustness.

BMG871-research

Table of Contents
TASK 1............................................................................................................................................3
1. Describe the key purpose of observation, outlining advantages and disadvantages of this
research approach to collecting data.......................................................................................3
2. Discuss four dimensions that distinguish various approaches to observation....................4
3. A disadvantage of observation is observer bias. Discuss at least two ways of minimizing
observer bias...........................................................................................................................6
4. Provide a critical evaluation of the ethics of using concealed observation as a research
method....................................................................................................................................8
TASK 2............................................................................................................................................9
1. Advancements in technology have helped data gathering via online survey questionnaires?
Discuss the mechanisms that can be used to administer online questionnaires and outline the
advantages and disadvantages that may occur.......................................................................9
2. Explain the principles of wording, stating how these are important in questionnaire design
..............................................................................................................................................11
3. How are multiple methods of data collection and from multiple sources related to the
reliability and validity of the measures?...............................................................................12
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...............................................................................................................................13
REFERENCES..............................................................................................................................15

TASK 1
1. Describe the key purpose of observation, outlining advantages and disadvantages of this
research approach to collecting data.
Definition of observation: Observation is the technique which is associated with systematic
involvement of selecting some particular topic and gathering information out of that in order to
attain research objectives in appropriate manner. The researcher may adopt observation so that to
understand behaviour of their research and respondents in a manner in which proper control can
be exhibited. Observation is helpful in gaining neutral insight over the research so that all the
associated parties within research can deal with research objectives in significant manner. In
research, observation is providing major insight to the researcher in form of dealing with several
dimensions and to attain research objectives in direct or indirect manner. Observation is a
primary source in which process of information acquisition can be performed and similarly
perception to the data can be framed by researcher. This term is also associated with data
collection and scientific approach as in this all the relevant aspects related to research are
examined and overruled by researcher through framing significant conclusion. Basically
observation is something which is observed in direct or indirect manner and so that appropriate
clarification can be assimilated (Dingsøyr and et. al., 2018). Observation fosters depth
understanding on the related situation or research topic and in this manner behaviour of
participants can be analysed. Observation is playing vital role in gaining differential
understanding so that to cover such aspects over research in advantageous manner.
The fundamental purpose of observation is to improve outcomes by researcher so that to
minimise distractions within research. As observation is a primary source of data collection so
this would help researcher to gather such knowledge and information which is helpful in filling
major inequalities within research. So this can be said that when research topic is vast then
observation may lead in collecting such information through which some unidentified
information can be collected.
Advantages of observation:
Directness: The major advantage of observation is that it is directly linked with topic of research
that means in direct manner researcher may grab detailed data and form requisite conclusion.
Observation is an open ended phenomenon which is providing specific edge to the researcher for

analysing data in their desired manner (Mishra, Rizoiu and Xie, 2016). On the other hand in
some researches behaviour is also a significant dimension which is required to be ascertained so
that overall judgement can be free of any material mistake or misrepresentation.
Non-verbal behaviour: Observation is included with survey research and in this manner data
can be collected through non-verbal methods. Some studies have shown that there are various
dimensions in which meaningful reports can be articulated and this is the major reason of
succession of observation methods. Observation is an indispensable approach which may affect
data and its conclusion. With the help of observation data can be collected from some people
those are not able to provide their direct perception on some particular topic.
Disadvantage of observation
Lack of control: The major disadvantage of observation is that high lack of control is existed so
this may affect research outcomes. Despite of analysing things by observation sometime
wrongful information can also be gathered and this may develop several challenges within
research. Observations are biased as researcher tends to obtain observation for which they are
inclined. So lack of control is existed within observation and this may lead in providing negative
results within research.
Time taking: Observation is a time taking process as in this manner researcher is required to
gain differential clarification related to research topic. So this process needs high time to get
finished and this is the major reason that in short term researches, observations are avoided.
Besides this in observation there is no opportunity to learn from past so this is disregardful for
the research to limit their future results.
2. Discuss four dimensions that distinguish various approaches to observation.
Observation is defined as the key of collecting data and this is a significant technique
within UX research. Observational technique is helpful in gaining deep insight by analysing
various aspects existed within environment and reporting aspects. With this type of research
natural interaction within people can be exerted and the same can be lead to minimise challenges
within research. This is defined as inspiration in which opportunities and improvement can be
rendered via developing innovations. Observation is not an uniform approach as by this subtle
differences are being inserted and the same may lead the research to gain differential insight in
respect of collecting data and settle that down (Ravitch and Carl, 2019). In this regard the role of
observer is to provide higher engagement to people associated with research. In order to develop

appropriate research results this is imperative that to provide prominent edge so that challenges
within research can be significantly mitigated. Besides this during initiation of any research,
researcher is required to develop such understanding by which they can cover all the dimensions
existed within research. There are several types of observation which are elaborated as under:
Controlled v/s uncontrolled: This is a detached observer in which research objectives are not
being observed by participants. This is used in order to minimise impact of Hawthrone effect as
participant are behaving in natural manner so may lead in observing such natural things which is
not easy to get observed. Controlled method is helpful in taking out accurate data in generalised
and reliable manner so that the same can be replicated by other researcher. The major objective
of researcher while conducting a research is associated with analysing such aspects in which
aims and objectives of the research can be attained and cannot be missed by facing significant
issues. As the major role of researcher is to cover up all the dimensions which are associated
with research and in the case of observation this is quiet possible to adopt such obligations. In the
context of small scale research this is imperative that to execute various roles but in case of such
definition question of ethics may arise. This is the observation in which most likely results can
be obtained as research is leading to develop such understanding in which proper authentication
can be given (Oakland and Oakland, 2018). So this type of observation is leading to cover small
scale research by converting such instances into real world scenarios.
Structured v/s non structured: This type of observation is categorised into two parts in which
participant and observers are included. All the associated parties to the research are aware about
research goals and in this manner overall interactions can be made. This is the approach which is
followed by such researcher those are using some software to observe various aspects of
research. Researcher plays neutral role in executing several research objectives and in this
manner research goals can be attained by developing appropriate insight related to research. The
major objective of this observation is to provide association of various parties so that to align
efforts made by software to research objectives in direct or indirect manner. As this observation
is included with two parties so scope of research is vast in this observation as various dimensions
can be covered. Structured observation is associated with up streaming in order to formulate
research hypothesis. Whereas unstructured observations are flexible in nature due to as according
to the situation and due to this reason unforeseen situations can be added within observation by
researcher.

Participant V/s non participant: Under this type of observation researcher is engaged with
various participants. There are different types of respondents and these are helpful for researcher
to develop such understanding in relation to research and research objectives. This is the method
which is used to study regarding differential culture and indigenous population so that their view
can be analysed and at the same time (Dubey and et. al., 2019). Besides this it can be analysed
that there are various dimensions which are required to be exerted by researcher while observing
for research so under this type of observation appropriateness can be provided by researcher in
relation to authenticity of research topic.
Concealed v/s unconcealed: Concealed observation is related with members and social groups in
which assistance to study can be provided. The major advantage of this is that it maintains high
privacy and confidentiality within research so that harm to participants can be minimised.
Besides this unconcealed observation is defined as such aspect in which manner to
increase productivity can be analysed. Hawthrone effect is the major dimension over this
observation.
In this way there are four major dimensions which are helpful in analysing research
objectives in appropriate manner. So that in this way differentiated dimensions of research can
be met and dealt in significant manner so that research aims can be aligned and met with specific
criteria within research.
3. A disadvantage of observation is observer bias. Discuss at least two ways of minimizing
observer bias
Observer bias is defined as the tendency in which observer see the things which they are
willing to see or inclined to see. In order to draw significant conclusion out of research this is
imperative that to analyse various aspects but in case of biased observer all the observation could
be leading in developing false results which is not happening to conduct research in appropriate
manner. In the context of biases of observer unconscious prejudice may be created and this is the
major reason of developing inappropriate results out of research. So the major disadvantage of
developing bias within observer is that this will minimise attainability of research objectives. The
subject of bias is associated with developing such aspects which are providing numerous negate
assertions to the research and observations as well. In the context of bias observation this will be
creating misleading interpretations in which overall judgement within research may lead to be
fraudulent. For instance, in the terms of healthcare observations this is possible that observer

may miss some criteria in which negative results can be obtained. Similarly there are significant
reasons due to which systematic analysis can be performed and this is the major reason of
developing appropriate objectives of research in direct or indirect manner. Observer bias may
arise due to the situation of measuring various documents in which this is not easy to develop
such understanding in which overall appropriateness can be attained (Mooij and et. al., 2016).
For gaining appropriate insight of research this is required to mitigate various issues facing
within research. Similarly there are various ways of mitigation that can be used by observer in
order to minimise issues and the same are elaborated as under:
Appropriate trainings: By providing appropriate training measures difficulties within
observations can be dealt in significant manner. This will lead the researcher to understand those
dimensions which are creating barriers so that the same can be avoided. On the other hand by
providing appropriate trainings, observer will understand regarding various concepts of bias and
its implications. Trainings are playing integral part in observation as this could be helpful for
researcher to avoid such undertakings which are aligned with providing negative results within
research. On the other hand trainings may lead in judging those areas which are not helping the
research to grow and align with research objectives. This is the major reason that in current
scenario observations are playing rigid role in accumulating research objectives in prominent
manner.
Selection of mechanism: The other way to mitigate issue is associated with selecting such
mechanisms in which such sufficiency can be released within research. Mechanisms of research
is associated with providing such instance in which overall sufficiency can be rendered to
research and in this manner research objectives can be attained. Selective measures are defined
as the measures in which all the aspects of research can be covered and the same manner
significance of study can be pertained. There are various different directions which are required
to be undertaken by observer while performing observation and in this manner overall objectives
can be attained. Mechanism is defined as such aspects which are providing such prominent
aspects to the research so that to attain effective judgement within research outcomes.
In this manner various complexities within research can be mitigated and this is the major
reason that observation is totally associated with gaining such edge within outcomes through
which all issues can be prevented or mitigated in optimal manner. Observation is one of the
effective tools that can be used by researcher so that to attain success within research and to

provide prominence as well (Geels, Berkhout and Van Vuuren, 2016). Observational studies are
assisting in providing such help to the researcher in which they can understand pitfall and
importance of research. This is the major reason of analysing such issues faced within
observations so that process of mitigation can be started in early stage of time.
4. Provide a critical evaluation of the ethics of using concealed observation as a research method
Observations are generally leading to occur with minimal risk and in this manner the
prior function is to manage functions of ethics so that assistance can be given to respondents and
investigator. Observational study is providing various consequences to study and this will
provide differential relations in relation. In depth interviews are one of the major ways of
observation in which appropriate measures can be provided. In some manner these intervention
can be avoided so that to grab for success. In the context of ethics this is defined as the aspect
which is required to be upkeep and in this manner overall attainability can be seen. Ethics is all
about prioritising things and by valuing overall efforts in proper manner this will lead in
developing research objectives and aims in direct manner. Every person associated with research
may have their own significance of personnel in a manner that overall attainment of goals of
research can be executed. The study of concealed observation in providing such guidelines to the
research in which compromised relationship can be established and by producing consent from
involved parties harm can be minimised.
Ethical consideration is defined as such assistance within research through which
principles of justice and accomplished can be provided. Ethical principles are something which
are related with providing such significance within research as by this such engagement can be
provided within research which is aligned with gaining truthful practices (Spradley, 2016).
Careful engagement is the major practices which are providing such degree of knowledge to
individual by which overall research can be executed in proper manner. On the other hand this
can be said that there are various movements which are upkeep within a research and these are
regarded as ethics.
In the method of concealed observation this is significant that observer upkeep ethical
practices so that to provide an edge over research in relation to manage positive aspects within
research. Observation is playing significant role in every kind of research, whether it is academic
or medical. With the help of concealed observation appropriate results can be obtained and in the
same manner differential dimensions can be avoided. On the other hand for researcher ethics

plays vital role as with the help of appropriate ethics this will be easier for researcher to grab
such significant coverage within research as this will provide research results in direct manner.
On the contrary when ethical considerations are not maintained then research objectives cannot
be met and this will be leading in delaying of research completion (Adler‐Nissen, 2016). There
are various ethical consideration which are required to be upkeep and these are elaborated as
under:
Execution of multiple role: Ethics code stats that performance of individual is required to be
aligned with investigation in such a manner that appropriate assistance can be given in serious
manner. For instance in some researchers, direct relationship is required to be maintained and in
this manner management of such services can be acquired. There are multiple groups which are
related with research and each and every group is playing significant role.
Follow informed consent rule: Informing is the other aspect which is required to be managed as
ethical guidelines within research so that participation of individual can be made effective and in
comprehend manner participants can understand code of ethics in optimal manner. When ethics
are not being followed within research then this will lead in developing several negative results
which is creating subjective results for individual. Ethics are associated with managing
confidentiality and influencing other so that they can participate in research in optimal manner.
Respect confidentiality and privacy: For conducting research in optimal manner this is
imperative that to include higher confidentiality and privacy so that appropriate results can be
obtained. There are several measures which are helpful in gaining insight related to gaining
objective of observation in appropriate manner.
TASK 2
1. Advancements in technology have helped data gathering via online survey questionnaires?
Discuss the mechanisms that can be used to administer online questionnaires and outline
the advantages and disadvantages that may occur.
In terms of market research in current time various software and internet tools are used to
gather data so this would be easier for researcher to collect data. In current time with the help of
online questionnaire data can be collected by researcher. In this manner in lesser time research
objectives can be attained. Besides this there are numerous edges and aspects in which data is
collected by researcher in vast manner and in this time online questionnaire could be helpful. In

the time of internet boom this can be said that internet is playing vast role in managing such
things due to which appropriate results can be attained. Collecting information through online
survey or questionnaires is helpful in developing such aspects through which overall succession
within research and observation can be attained. Adoption of technology may lead in developing
such roles that can be useful in examining various research aspects that could lead in developing
research results. In this manner data collection process can be lead in developing such measures
in which feedbacks can be examined. Adding technology to the mix reduced the potential for
human error and increased the speed of the research process. Growth of research is associated
with analysing the gathered data in such a manner that faster access can be made (Brannen,
2017). Several cloud based software are associated with collecting data in a manner that good
data access can be seen. In recent decades, technology is changing and shaping direction of
particular research and in this manner errors of data collection and results can be minimised.
In recent time various technologies is used by researcher in terms of gathering data and
analysing result as well. So when use of technology is initiated this will lead in developing
positive results out of research so that process of data collection can be made easier. So this can
be said that with the help of implication of technology this may lead in providing such edge so
that appropriateness within research results can be given. Research is providing appropriate
results and dealing with its purpose and aim. So with the help of online technology research aims
can be aligned with executed efforts by researcher.
Advantages of moving from traditional methods
 Online questionnaires are cheaper due to which it is helpful in collecting data in some
specific manner so that appropriate outcomes can be provided within research.
 Online questionnaires are easy to participate so in this manner various participants can be
included within research. Besides these are quick to provide response.
 On the other hand these are providing honest opinions so this would be easier for
researcher to analyse research results in appropriate manner.
 Online questionnaires are quick to analyse so this would lead in developing those aspects
in which easy analysis can be performed.
Disadvantage of moving from traditional methods
 In online questionnaire poor distribution channels are leading to provide biased results
due to which this would be difficult to host potential issues.

 In this people are not willing to give high time as people thinks that these are wastage of
time and can be hazardous also.
 On the other hand lack of customisation is existed due to which for every people same
type of questionnaire will be framed due to which this could be full of biasness.
 Each and every respondents are having their own agenda of filling up questionnaire form
2. Explain the principles of wording, stating how these are important in questionnaire design
The vital principle of wording is related to provide such understanding to respondents in
which with higher reliability answers can be given by respondents. That means if the same
question is asked on repeated time then also answer will be similar as of earlier. So this can be
said that there are various common questions which can be identified in clear manner and at the
same time reliable information can be gathered (Hayes, 2017). Besides this these options are
leading to develop several solutions in which they can acquire to deal with these problems in
appropriate manner. There are several options which are elaborated as under:
Open versus Closed End: In the form of open ended questions, respondents are asked with
questions and respondents are given liberty to provide their own opinion. This is associated with
gaining several aspects in which appropriate results can be exerted. On the other hand this is the
major reason that with the help of open ended questions wide results can be obtained (Garg,
2016). On the contrary close ended questions are defined as such manner in which options are
given and respondents are given with these options and they have to choose among them only.
These types of questions are playing significant role in framing a questionnaire as in
questionnaire all the questions are based on research judgement and in this manner by selecting
appropriate method overall succession can be seen within research. The importance of types of
question within questionnaire is all about gaining such insight in which results of questionnaire
can be aligned with research aims (Paley, 2016). Design of questionnaire is playing significant
role in taking out unpredictable results so that in convenient manner research objectives can be
attained. Questionnaires provide a relatively cheap, quick and efficient way of obtaining large
amounts of information from a large sample of people. Data can be collected relatively quickly
because the researcher would not need to be present when the questionnaires were completed.
There are five principles of wording which are elaborated as under:

The relevance of the content of the questions: This principle states that question must be put
on in precise manner so that any vague term can be eliminated and all respondents can
understand regarding topic of research.
The wording of the questions and the level of sophistication of the language used:
Investigator is required to simple terms by using rule of 7 so that short and simple word framing
so that simplicity can be rendered in collected data. In this manner such data can be used which
is helpful in understanding research responses.
The type and form of questions asked: This principle is associated with type of question so
whether it is close ended or open ended. In this manner long and complex question framing
should be avoided so that respondents can answer the questions easily rather than avoiding them.
The sequencing of questions: This principle plays significant role in framing questionnaire as it
states that order of questions are playing effective role so in order to prepare questionnaire funnel
method should be used by respondents.
Personal data sought from respondents: This principle is related with data included in
questionnaire which states that for interviewee leading questions should be avoided so that
complexities within questionnaire can be minimised.
3. How are multiple methods of data collection and from multiple sources related to the
reliability and validity of the measures?
There are various methods of data collection which can be used by researcher in order to
examine research results and gaining utmost reliability within results. This is obvious that to
have higher reliability within research topics so that to acquire prominence within results. There
are various approaches which are related with measuring data and collecting data. The major
point is that the dependency of characteristics is wholly related with reliability of data. Different
variables are related with analysing qualitative and quantitative data so that researcher is free to
analyse such information which is essential for them to develop proper results (Brennen, 2017).
In observing some data the significance is all about attaining such traits by which quantitative
measurements can be done. When data is collected from various sources the reliability and
validity get decreased and due to this reason this could be difficult for researcher to obtain
significant results out of collected data. Research of quantitative aspect is wholly linked with
developing concepts of interest and in this manner researcher tries to obtain similar results which
are effectively managing several aspects. Quantitative research is related with examining such

results which are helping in gathering statistical data so requirement of reliability and validity is
more in this case. Measurement validity is defined as the extent in which measurement tool can
adequately measure all the related concepts and construction of adequately measured tools.
There is a point over validity aspect which is helpful in analysing internal and external
measurement aspects so that to clearly figure out relative data and its relation with observational
results. In this manner it can be said that the major aim of data collection is to provide such
results which is helpful for researcher to develop such understanding in which proper results can
be obtained. At some point of time validity becomes hard to measure such aspect so that internal
and external validity is required to be checked so that to greatest extent research analysis can be
performed. There are numerous experimental tactics which are performed so that to analyse
appropriate results out of research. This could be helpful in examining research as in respect of
analysing such information which is helpful in designing research experiments and results in
appropriate manner. Data validation is one of the effective tools which can be used by researcher
in order to grab significance edge over gathered data and appropriate results as well. In terms of
general way measurement validity is categorised as such way in which research process can be
executed in effective way. Besides this it is highly important for researcher to analyse those
concepts which may lead them to acquire such significant results out of research. There are
numerous instruments which are used within observation and any other research methods so this
is the major reason that is followed by researcher during managing various researches in optimal
manner. On the other hand researcher is required to analyse various limitations which are
creating dodge in their research so that results can be obtained in better way. For instance when
research is related with analysing environment benefits then research information should be
related with this only. In this manner overall research objectives can be attained by researcher
and observation can lead into developing better results (Willig, 2017).
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.
In the terms of research researcher uses various types of methods for data collection and data
analysis so this would lead in developing accurate results. Using various methods within research
is assisting researcher to gain in-depth knowledge regarding topic so that appropriate conclusion
can be drawn out. The reason of selecting multi-methods is to obtain better results so that in

order to get better results research process can be optimised. Besides this various biasness can be
eliminated which could be helpful in gaining appropriate results out of research. In most cases
when investigation is conducted through various methods then chances of errors may increase as
there are various incoming factors which may lead in developing negative results. So this is
suggested to use minimal methods in order to avoid any occurrences of errors (Alvesson and
Deetz, 2020). In this manner this would be giving high positive results within research and the
same may develop appropriate results. On the other hand using different methods within data
collection control over research may be loosen by researcher and this would develop
inappropriate results out of research. It’s better to use a single method within research so that
accurate results can be drawn out without facing any prominent error. When a researcher is
dealing with various dimensions of research this would be hard for them to acquire prominence
in this as well.

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