observational research report

6.5 Observational Research

Learning objectives.

List the various types of observational research methods and distinguish between each
Describe the strengths and weakness of each observational research method.

What Is Observational Research?

The term observational research is used to refer to several different types of non-experimental studies in which behavior is systematically observed and recorded. The goal of observational research is to describe a variable or set of variables. More generally, the goal is to obtain a snapshot of specific characteristics of an individual, group, or setting. As described previously, observational research is non-experimental because nothing is manipulated or controlled, and as such we cannot arrive at causal conclusions using this approach. The data that are collected in observational research studies are often qualitative in nature but they may also be quantitative or both (mixed-methods). There are several different types of observational research designs that will be described below.

Naturalistic Observation

Naturalistic observation is an observational method that involves observing people’s behavior in the environment in which it typically occurs. Thus naturalistic observation is a type of field research (as opposed to a type of laboratory research). Jane Goodall’s famous research on chimpanzees is a classic example of naturalistic observation. Dr. Goodall spent three decades observing chimpanzees in their natural environment in East Africa. She examined such things as chimpanzee’s social structure, mating patterns, gender roles, family structure, and care of offspring by observing them in the wild. However, naturalistic observation could more simply involve observing shoppers in a grocery store, children on a school playground, or psychiatric inpatients in their wards. Researchers engaged in naturalistic observation usually make their observations as unobtrusively as possible so that participants are not aware that they are being studied. Such an approach is called disguised naturalistic observation. Ethically, this method is considered to be acceptable if the participants remain anonymous and the behavior occurs in a public setting where people would not normally have an expectation of privacy. Grocery shoppers putting items into their shopping carts, for example, are engaged in public behavior that is easily observable by store employees and other shoppers. For this reason, most researchers would consider it ethically acceptable to observe them for a study. On the other hand, one of the arguments against the ethicality of the naturalistic observation of “bathroom behavior” discussed earlier in the book is that people have a reasonable expectation of privacy even in a public restroom and that this expectation was violated.

In cases where it is not ethical or practical to conduct disguised naturalistic observation, researchers can conduct undisguised naturalistic observation where the participants are made aware of the researcher presence and monitoring of their behavior. However, one concern with undisguised naturalistic observation is reactivity. Reactivity refers to when a measure changes participants’ behavior. In the case of undisguised naturalistic observation, the concern with reactivity is that when people know they are being observed and studied, they may act differently than they normally would. For instance, you may act much differently in a bar if you know that someone is observing you and recording your behaviors and this would invalidate the study. So disguised observation is less reactive and therefore can have higher validity because people are not aware that their behaviors are being observed and recorded. However, we now know that people often become used to being observed and with time they begin to behave naturally in the researcher’s presence. In other words, over time people habituate to being observed. Think about reality shows like Big Brother or Survivor where people are constantly being observed and recorded. While they may be on their best behavior at first, in a fairly short amount of time they are, flirting, having sex, wearing next to nothing, screaming at each other, and at times acting like complete fools in front of the entire nation.

Participant Observation

Another approach to data collection in observational research is participant observation. In participant observation , researchers become active participants in the group or situation they are studying. Participant observation is very similar to naturalistic observation in that it involves observing people’s behavior in the environment in which it typically occurs. As with naturalistic observation, the data that is collected can include interviews (usually unstructured), notes based on their observations and interactions, documents, photographs, and other artifacts. The only difference between naturalistic observation and participant observation is that researchers engaged in participant observation become active members of the group or situations they are studying. The basic rationale for participant observation is that there may be important information that is only accessible to, or can be interpreted only by, someone who is an active participant in the group or situation. Like naturalistic observation, participant observation can be either disguised or undisguised. In disguised participant observation, the researchers pretend to be members of the social group they are observing and conceal their true identity as researchers. In contrast with undisguised participant observation, the researchers become a part of the group they are studying and they disclose their true identity as researchers to the group under investigation. Once again there are important ethical issues to consider with disguised participant observation. First no informed consent can be obtained and second passive deception is being used. The researcher is passively deceiving the participants by intentionally withholding information about their motivations for being a part of the social group they are studying. But sometimes disguised participation is the only way to access a protective group (like a cult). Further, disguised participant observation is less prone to reactivity than undisguised participant observation.

Rosenhan’s study (1973) [1] of the experience of people in a psychiatric ward would be considered disguised participant observation because Rosenhan and his pseudopatients were admitted into psychiatric hospitals on the pretense of being patients so that they could observe the way that psychiatric patients are treated by staff. The staff and other patients were unaware of their true identities as researchers.

Another example of participant observation comes from a study by sociologist Amy Wilkins (published in Social Psychology Quarterly ) on a university-based religious organization that emphasized how happy its members were (Wilkins, 2008) [2] . Wilkins spent 12 months attending and participating in the group’s meetings and social events, and she interviewed several group members. In her study, Wilkins identified several ways in which the group “enforced” happiness—for example, by continually talking about happiness, discouraging the expression of negative emotions, and using happiness as a way to distinguish themselves from other groups.

One of the primary benefits of participant observation is that the researcher is in a much better position to understand the viewpoint and experiences of the people they are studying when they are apart of the social group. The primary limitation with this approach is that the mere presence of the observer could affect the behavior of the people being observed. While this is also a concern with naturalistic observation when researchers because active members of the social group they are studying, additional concerns arise that they may change the social dynamics and/or influence the behavior of the people they are studying. Similarly, if the researcher acts as a participant observer there can be concerns with biases resulting from developing relationships with the participants. Concretely, the researcher may become less objective resulting in more experimenter bias.

Structured Observation

Another observational method is structured observation. Here the investigator makes careful observations of one or more specific behaviors in a particular setting that is more structured than the settings used in naturalistic and participant observation. Often the setting in which the observations are made is not the natural setting, rather the researcher may observe people in the laboratory environment. Alternatively, the researcher may observe people in a natural setting (like a classroom setting) that they have structured some way, for instance by introducing some specific task participants are to engage in or by introducing a specific social situation or manipulation. Structured observation is very similar to naturalistic observation and participant observation in that in all cases researchers are observing naturally occurring behavior, however, the emphasis in structured observation is on gathering quantitative rather than qualitative data. Researchers using this approach are interested in a limited set of behaviors. This allows them to quantify the behaviors they are observing. In other words, structured observation is less global than naturalistic and participant observation because the researcher engaged in structured observations is interested in a small number of specific behaviors. Therefore, rather than recording everything that happens, the researcher only focuses on very specific behaviors of interest.

Structured observation is very similar to naturalistic observation and participant observation in that in all cases researchers are observing naturally occurring behavior, however, the emphasis in structured observation is on gathering quantitative rather than qualitative data. Researchers using this approach are interested in a limited set of behaviors. This allows them to quantify the behaviors they are observing. In other words, structured observation is less global than naturalistic and participant observation because the researcher engaged in structured observations is interested in a small number of specific behaviors. Therefore, rather than recording everything that happens, the researcher only focuses on very specific behaviors of interest.

Researchers Robert Levine and Ara Norenzayan used structured observation to study differences in the “pace of life” across countries (Levine & Norenzayan, 1999) [3] . One of their measures involved observing pedestrians in a large city to see how long it took them to walk 60 feet. They found that people in some countries walked reliably faster than people in other countries. For example, people in Canada and Sweden covered 60 feet in just under 13 seconds on average, while people in Brazil and Romania took close to 17 seconds. When structured observation takes place in the complex and even chaotic “real world,” the questions of when, where, and under what conditions the observations will be made, and who exactly will be observed are important to consider. Levine and Norenzayan described their sampling process as follows:

“Male and female walking speed over a distance of 60 feet was measured in at least two locations in main downtown areas in each city. Measurements were taken during main business hours on clear summer days. All locations were flat, unobstructed, had broad sidewalks, and were sufficiently uncrowded to allow pedestrians to move at potentially maximum speeds. To control for the effects of socializing, only pedestrians walking alone were used. Children, individuals with obvious physical handicaps, and window-shoppers were not timed. Thirty-five men and 35 women were timed in most cities.” (p. 186). Precise specification of the sampling process in this way makes data collection manageable for the observers, and it also provides some control over important extraneous variables. For example, by making their observations on clear summer days in all countries, Levine and Norenzayan controlled for effects of the weather on people’s walking speeds. In Levine and Norenzayan’s study, measurement was relatively straightforward. They simply measured out a 60-foot distance along a city sidewalk and then used a stopwatch to time participants as they walked over that distance.

As another example, researchers Robert Kraut and Robert Johnston wanted to study bowlers’ reactions to their shots, both when they were facing the pins and then when they turned toward their companions (Kraut & Johnston, 1979) [4] . But what “reactions” should they observe? Based on previous research and their own pilot testing, Kraut and Johnston created a list of reactions that included “closed smile,” “open smile,” “laugh,” “neutral face,” “look down,” “look away,” and “face cover” (covering one’s face with one’s hands). The observers committed this list to memory and then practiced by coding the reactions of bowlers who had been videotaped. During the actual study, the observers spoke into an audio recorder, describing the reactions they observed. Among the most interesting results of this study was that bowlers rarely smiled while they still faced the pins. They were much more likely to smile after they turned toward their companions, suggesting that smiling is not purely an expression of happiness but also a form of social communication.

When the observations require a judgment on the part of the observers—as in Kraut and Johnston’s study—this process is often described as coding . Coding generally requires clearly defining a set of target behaviors. The observers then categorize participants individually in terms of which behavior they have engaged in and the number of times they engaged in each behavior. The observers might even record the duration of each behavior. The target behaviors must be defined in such a way that different observers code them in the same way. This difficulty with coding is the issue of interrater reliability, as mentioned in Chapter 4. Researchers are expected to demonstrate the interrater reliability of their coding procedure by having multiple raters code the same behaviors independently and then showing that the different observers are in close agreement. Kraut and Johnston, for example, video recorded a subset of their participants’ reactions and had two observers independently code them. The two observers showed that they agreed on the reactions that were exhibited 97% of the time, indicating good interrater reliability.

One of the primary benefits of structured observation is that it is far more efficient than naturalistic and participant observation. Since the researchers are focused on specific behaviors this reduces time and expense. Also, often times the environment is structured to encourage the behaviors of interested which again means that researchers do not have to invest as much time in waiting for the behaviors of interest to naturally occur. Finally, researchers using this approach can clearly exert greater control over the environment. However, when researchers exert more control over the environment it may make the environment less natural which decreases external validity. It is less clear for instance whether structured observations made in a laboratory environment will generalize to a real world environment. Furthermore, since researchers engaged in structured observation are often not disguised there may be more concerns with reactivity.

Case Studies

A case study is an in-depth examination of an individual. Sometimes case studies are also completed on social units (e.g., a cult) and events (e.g., a natural disaster). Most commonly in psychology, however, case studies provide a detailed description and analysis of an individual. Often the individual has a rare or unusual condition or disorder or has damage to a specific region of the brain.

Like many observational research methods, case studies tend to be more qualitative in nature. Case study methods involve an in-depth, and often a longitudinal examination of an individual. Depending on the focus of the case study, individuals may or may not be observed in their natural setting. If the natural setting is not what is of interest, then the individual may be brought into a therapist’s office or a researcher’s lab for study. Also, the bulk of the case study report will focus on in-depth descriptions of the person rather than on statistical analyses. With that said some quantitative data may also be included in the write-up of a case study. For instance, an individuals’ depression score may be compared to normative scores or their score before and after treatment may be compared. As with other qualitative methods, a variety of different methods and tools can be used to collect information on the case. For instance, interviews, naturalistic observation, structured observation, psychological testing (e.g., IQ test), and/or physiological measurements (e.g., brain scans) may be used to collect information on the individual.

HM is one of the most notorious case studies in psychology. HM suffered from intractable and very severe epilepsy. A surgeon localized HM’s epilepsy to his medial temporal lobe and in 1953 he removed large sections of his hippocampus in an attempt to stop the seizures. The treatment was a success, in that it resolved his epilepsy and his IQ and personality were unaffected. However, the doctors soon realized that HM exhibited a strange form of amnesia, called anterograde amnesia. HM was able to carry out a conversation and he could remember short strings of letters, digits, and words. Basically, his short term memory was preserved. However, HM could not commit new events to memory. He lost the ability to transfer information from his short-term memory to his long term memory, something memory researchers call consolidation. So while he could carry on a conversation with someone, he would completely forget the conversation after it ended. This was an extremely important case study for memory researchers because it suggested that there’s a dissociation between short-term memory and long-term memory, it suggested that these were two different abilities sub-served by different areas of the brain. It also suggested that the temporal lobes are particularly important for consolidating new information (i.e., for transferring information from short-term memory to long-term memory).

www.youtube.com/watch?v=KkaXNvzE4pk

The history of psychology is filled with influential cases studies, such as Sigmund Freud’s description of “Anna O.” (see Note 6.1 “The Case of “Anna O.””) and John Watson and Rosalie Rayner’s description of Little Albert (Watson & Rayner, 1920) [5] , who learned to fear a white rat—along with other furry objects—when the researchers made a loud noise while he was playing with the rat.

The Case of “Anna O.”

Sigmund Freud used the case of a young woman he called “Anna O.” to illustrate many principles of his theory of psychoanalysis (Freud, 1961) [6] . (Her real name was Bertha Pappenheim, and she was an early feminist who went on to make important contributions to the field of social work.) Anna had come to Freud’s colleague Josef Breuer around 1880 with a variety of odd physical and psychological symptoms. One of them was that for several weeks she was unable to drink any fluids. According to Freud,

She would take up the glass of water that she longed for, but as soon as it touched her lips she would push it away like someone suffering from hydrophobia.…She lived only on fruit, such as melons, etc., so as to lessen her tormenting thirst. (p. 9)

But according to Freud, a breakthrough came one day while Anna was under hypnosis.

[S]he grumbled about her English “lady-companion,” whom she did not care for, and went on to describe, with every sign of disgust, how she had once gone into this lady’s room and how her little dog—horrid creature!—had drunk out of a glass there. The patient had said nothing, as she had wanted to be polite. After giving further energetic expression to the anger she had held back, she asked for something to drink, drank a large quantity of water without any difficulty, and awoke from her hypnosis with the glass at her lips; and thereupon the disturbance vanished, never to return. (p.9)

Freud’s interpretation was that Anna had repressed the memory of this incident along with the emotion that it triggered and that this was what had caused her inability to drink. Furthermore, her recollection of the incident, along with her expression of the emotion she had repressed, caused the symptom to go away.

As an illustration of Freud’s theory, the case study of Anna O. is quite effective. As evidence for the theory, however, it is essentially worthless. The description provides no way of knowing whether Anna had really repressed the memory of the dog drinking from the glass, whether this repression had caused her inability to drink, or whether recalling this “trauma” relieved the symptom. It is also unclear from this case study how typical or atypical Anna’s experience was.

Figure 10.1 Anna O. “Anna O.” was the subject of a famous case study used by Freud to illustrate the principles of psychoanalysis. Source: http://en.wikipedia.org/wiki/File:Pappenheim_1882.jpg

Case studies are useful because they provide a level of detailed analysis not found in many other research methods and greater insights may be gained from this more detailed analysis. As a result of the case study, the researcher may gain a sharpened understanding of what might become important to look at more extensively in future more controlled research. Case studies are also often the only way to study rare conditions because it may be impossible to find a large enough sample to individuals with the condition to use quantitative methods. Although at first glance a case study of a rare individual might seem to tell us little about ourselves, they often do provide insights into normal behavior. The case of HM provided important insights into the role of the hippocampus in memory consolidation. However, it is important to note that while case studies can provide insights into certain areas and variables to study, and can be useful in helping develop theories, they should never be used as evidence for theories. In other words, case studies can be used as inspiration to formulate theories and hypotheses, but those hypotheses and theories then need to be formally tested using more rigorous quantitative methods.

The reason case studies shouldn’t be used to provide support for theories is that they suffer from problems with internal and external validity. Case studies lack the proper controls that true experiments contain. As such they suffer from problems with internal validity, so they cannot be used to determine causation. For instance, during HM’s surgery, the surgeon may have accidentally lesioned another area of HM’s brain (indeed questioning into the possibility of a separate brain lesion began after HM’s death and dissection of his brain) and that lesion may have contributed to his inability to consolidate new information. The fact is, with case studies we cannot rule out these sorts of alternative explanations. So as with all observational methods case studies do not permit determination of causation. In addition, because case studies are often of a single individual, and typically a very abnormal individual, researchers cannot generalize their conclusions to other individuals. Recall that with most research designs there is a trade-off between internal and external validity, with case studies, however, there are problems with both internal validity and external validity. So there are limits both to the ability to determine causation and to generalize the results. A final limitation of case studies is that ample opportunity exists for the theoretical biases of the researcher to color or bias the case description. Indeed, there have been accusations that the woman who studied HM destroyed a lot of her data that were not published and she has been called into question for destroying contradictory data that didn’t support her theory about how memories are consolidated. There is a fascinating New York Times article that describes some of the controversies that ensued after HM’s death and analysis of his brain that can be found at: https://www.nytimes.com/2016/08/07/magazine/the-brain-that-couldnt-remember.html?_r=0

Archival Research

Another approach that is often considered observational research is the use of archival research which involves analyzing data that have already been collected for some other purpose. An example is a study by Brett Pelham and his colleagues on “implicit egotism”—the tendency for people to prefer people, places, and things that are similar to themselves (Pelham, Carvallo, & Jones, 2005) [7] . In one study, they examined Social Security records to show that women with the names Virginia, Georgia, Louise, and Florence were especially likely to have moved to the states of Virginia, Georgia, Louisiana, and Florida, respectively.

As with naturalistic observation, measurement can be more or less straightforward when working with archival data. For example, counting the number of people named Virginia who live in various states based on Social Security records is relatively straightforward. But consider a study by Christopher Peterson and his colleagues on the relationship between optimism and health using data that had been collected many years before for a study on adult development (Peterson, Seligman, & Vaillant, 1988) [8] . In the 1940s, healthy male college students had completed an open-ended questionnaire about difficult wartime experiences. In the late 1980s, Peterson and his colleagues reviewed the men’s questionnaire responses to obtain a measure of explanatory style—their habitual ways of explaining bad events that happen to them. More pessimistic people tend to blame themselves and expect long-term negative consequences that affect many aspects of their lives, while more optimistic people tend to blame outside forces and expect limited negative consequences. To obtain a measure of explanatory style for each participant, the researchers used a procedure in which all negative events mentioned in the questionnaire responses, and any causal explanations for them were identified and written on index cards. These were given to a separate group of raters who rated each explanation in terms of three separate dimensions of optimism-pessimism. These ratings were then averaged to produce an explanatory style score for each participant. The researchers then assessed the statistical relationship between the men’s explanatory style as undergraduate students and archival measures of their health at approximately 60 years of age. The primary result was that the more optimistic the men were as undergraduate students, the healthier they were as older men. Pearson’s r was +.25.

This method is an example of content analysis —a family of systematic approaches to measurement using complex archival data. Just as structured observation requires specifying the behaviors of interest and then noting them as they occur, content analysis requires specifying keywords, phrases, or ideas and then finding all occurrences of them in the data. These occurrences can then be counted, timed (e.g., the amount of time devoted to entertainment topics on the nightly news show), or analyzed in a variety of other ways.

Key Takeaways

There are several different approaches to observational research including naturalistic observation, participant observation, structured observation, case studies, and archival research.
Naturalistic observation is used to observe people in their natural setting, participant observation involves becoming an active member of the group being observed, structured observation involves coding a small number of behaviors in a quantitative manner, case studies are typically used to collect in-depth information on a single individual, and archival research involves analysing existing data.
Describe one problem related to internal validity.
Describe one problem related to external validity.
Generate one hypothesis suggested by the case study that might be interesting to test in a systematic single-subject or group study.
Rosenhan, D. L. (1973). On being sane in insane places. Science, 179 , 250–258. ↵
Wilkins, A. (2008). “Happier than Non-Christians”: Collective emotions and symbolic boundaries among evangelical Christians. Social Psychology Quarterly, 71 , 281–301. ↵
Levine, R. V., & Norenzayan, A. (1999). The pace of life in 31 countries. Journal of Cross-Cultural Psychology, 30 , 178–205. ↵
Kraut, R. E., & Johnston, R. E. (1979). Social and emotional messages of smiling: An ethological approach. Journal of Personality and Social Psychology, 37 , 1539–1553. ↵
Watson, J. B., & Rayner, R. (1920). Conditioned emotional reactions. Journal of Experimental Psychology, 3 , 1–14. ↵
Freud, S. (1961). Five lectures on psycho-analysis . New York, NY: Norton. ↵
Pelham, B. W., Carvallo, M., & Jones, J. T. (2005). Implicit egotism. Current Directions in Psychological Science, 14 , 106–110. ↵
Peterson, C., Seligman, M. E. P., & Vaillant, G. E. (1988). Pessimistic explanatory style is a risk factor for physical illness: A thirty-five year longitudinal study. Journal of Personality and Social Psychology, 55 , 23–27. ↵

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Organizing Your Social Sciences Research Assignments

Annotated Bibliography
Analyzing a Scholarly Journal Article
Group Presentations
Dealing with Nervousness
Using Visual Aids
Grading Someone Else's Paper
Types of Structured Group Activities
Group Project Survival Skills
Leading a Class Discussion
Multiple Book Review Essay
Reviewing Collected Works
Writing a Case Analysis Paper
Writing a Case Study
About Informed Consent
Writing Field Notes
Writing a Policy Memo
Writing a Reflective Paper
Writing a Research Proposal
Generative AI and Writing
Acknowledgments

The purpose of a field report in the social sciences is to describe the deliberate observation of people, places, and/or events and to analyze what has been observed in order to identify and categorize common themes in relation to the research problem underpinning the study. The content represents the researcher's interpretation of meaning found in data that has been gathered during one or more observational events.

Flick, Uwe. The SAGE Handbook of Qualitative Data Collection . London: SAGE Publications, 2018; Lofland, John, David Snow, Leon Anderson, and Lyn H. Lofland. Analyzing Social Settings: A Guide to Qualitative Observation and Analysis. Long Grove, IL: Waveland Press, 2022; Baker, Lynda. "Observation: A Complex Research Method." Library Trends 55 (Summer 2006): 171-189.; Kellehear, Allan. The Unobtrusive Researcher: A Guide to Methods . New York: Routledge, 2020.

How to Approach Writing a Field Report

How to Begin

Field reports are most often assigned in disciplines of the applied social sciences [e.g., social work, anthropology, gerontology, criminal justice, education, law, the health care services] where it is important to build a bridge of relevancy between the theoretical concepts learned in the classroom and the practice of actually doing the work you are being taught to do. Field reports are also common in certain science disciplines [e.g., geology] but these reports are organized differently and serve a different purpose than what is described below.

Professors will assign a field report with the intention of improving your understanding of key theoretical concepts by applying methods of careful and structured observation of, and reflection about, people, places, or phenomena existing in their natural settings. Field reports facilitate the development of data collection techniques and observation skills and they help you to understand how theory applies to real world situations. Field reports are also an opportunity to obtain evidence through methods of observing professional practice that contribute to or challenge existing theories.

We are all observers of people, their interactions, places, and events; however, your responsibility when writing a field report is to conduct research based on data generated by the act of designing a specific study, deliberate observation, synthesis of key findings, and interpretation of their meaning.

When writing a field report you need to:

Systematically observe and accurately record the varying aspects of a situation . Always approach your field study with a detailed protocol about what you will observe, where you should conduct your observations, and the method by which you will collect and record your data.
Continuously analyze your observations . Always look for the meaning underlying the actions you observe. Ask yourself: What's going on here? What does this observed activity mean? What else does this relate to? Note that this is an on-going process of reflection and analysis taking place for the duration of your field research.
Keep the report’s aims in mind while you are observing . Recording what you observe should not be done randomly or haphazardly; you must be focused and pay attention to details. Enter the observation site [i.e., "field"] with a clear plan about what you are intending to observe and record in relation to the research problem while, at the same time, being prepared to adapt to changing circumstances as they may arise.
Consciously observe, record, and analyze what you hear and see in the context of a theoretical framework . This is what separates data gatherings from reporting. The theoretical framework guiding your field research should determine what, when, and how you observe and act as the foundation from which you interpret your findings in relation to the underlying assumptions embedded in the theoretical framework .

Techniques to Record Your Observations Although there is no limit to the type of data gathering techniques you can use, these are the most frequently used methods:

Note Taking This is the most common and easiest method of recording your observations. Tips for taking notes include: organizing some shorthand symbols beforehand so that recording basic or repeated actions does not impede your ability to observe, using many small paragraphs, which reflect changes in activities, who is talking, etc., and, leaving space on the page so you can write down additional thoughts and ideas about what’s being observed, any theoretical insights, and notes to yourself that are set aside for further investigation. See drop-down tab for additional information about note-taking.

Photography With the advent of smart phones, an almost unlimited number of high quality photographs can be taken of the objects, events, and people observed during a field study. Photographs can help capture an important moment in time as well as document details about the space where your observation takes place. Taking a photograph can save you time in documenting the details of a space that would otherwise require extensive note taking. However, be aware that flash photography could undermine your ability to observe unobtrusively so assess the lighting in your observation space; if it's too dark, you may need to rely on taking notes. Also, you should reject the idea that photographs represent some sort of "window into the world" because this assumption creates the risk of over-interpreting what they show. As with any product of data gathering, you are the sole instrument of interpretation and meaning-making, not the object itself. Video and Audio Recordings Video or audio recording your observations has the positive effect of giving you an unfiltered record of the observation event. It also facilitates repeated analysis of your observations. This can be particularly helpful as you gather additional information or insights during your research. However, these techniques have the negative effect of increasing how intrusive you are as an observer and will often not be practical or even allowed under certain circumstances [e.g., interaction between a doctor and a patient] and in certain organizational settings [e.g., a courtroom]. Illustrations/Drawings This does not refer to an artistic endeavor but, rather, refers to the possible need, for example, to draw a map of the observation setting or illustrating objects in relation to people's behavior. This can also take the form of rough tables, charts, or graphs documenting the frequency and type of activities observed. These can be subsequently placed in a more readable format when you write your field report. To save time, draft a table [i.e., columns and rows] on a separate piece of paper before an observation if you know you will be entering data in that way.

NOTE: You may consider using a laptop or other electronic device to record your notes as you observe, but keep in mind the possibility that the clicking of keys while you type or noises from your device can be obtrusive, whereas writing your notes on paper is relatively quiet and unobtrusive. Always assess your presence in the setting where you're gathering the data so as to minimize your impact on the subject or phenomenon being studied.

ANOTHER NOTE: Techniques of deliberate observation and data gathering are not innate skills; they are skills that must be learned and practiced in order to achieve proficiency. Before your first observation, practice the technique you plan to use in a setting similar to your study site [e.g., take notes about how people choose to enter checkout lines at a grocery store if your research involves examining the choice patterns of unrelated people forced to queue in busy social settings]. When the act of data gathering counts, you'll be glad you practiced beforehand.

YET ANOTHER NOTE: An issue rarely discussed in the literature about conducting field research is whether you should move around the study site while observing or remaining situated in one place. Moving around can be intrusive, but it facilitates observing people's behavior from multiple vectors. However, if you remain in one place throughout the observation [or during each observation], you will eventually blend into the background and diminish the chance of unintentionally influencing people's behavior. If the site has a complex set of interactions or interdependent activities [e.g., a play ground], consider moving around; if the study site is relatively fixed [e.g., a classroom], then consider staying in one place while observing.

Examples of Things to Document While Observing

Physical setting . The characteristics of an occupied space and the human use of the place where the observation(s) are being conducted.
Objects and material culture . This refers to the presence, placement, and arrangement of objects that impact the behavior or actions of those being observed. If applicable, describe the cultural artifacts representing the beliefs [i.e., the values, ideas, attitudes, and assumptions] of the individuals you are observing [e.g., the choice of particular types of clothing in the observation of family gatherings during culturally specific holidays].
Use of language . Don't just observe but listen to what is being said, how is it being said, and the tone of conversations among participants.
Behavior cycles . This refers to documenting when and who performs what behavior or task and how often they occur. Record at which stage this behavior is occurring within the setting.
The order in which events unfold . Note sequential patterns of behavior or the moment when actions or events take place and their significance. Also, be prepared to note moments that diverge from these sequential patterns of behavior or actions.
Physical characteristics of subjects. If relevant, document personal characteristics of individuals being observed. Note that, unless this data can be verified in interviews or from documentary evidence, you should only focus on characteristics that can be clearly observed [e.g., clothing, physical appearance, body language].
Expressive body movements . This would include things like body posture or facial expressions. Note that it may be relevant to also assess whether expressive body movements support or contradict the language used in conversation [e.g., detecting sarcasm].

Brief notes about all of these examples contextualize your observations; however, your observation notes will be guided primarily by your theoretical framework, keeping in mind that your observations will feed into and potentially modify or alter these frameworks.

Sampling Techniques

Sampling refers to the process used to select a portion of the population for study . Qualitative research, of which observation is one method of data gathering, is generally based on non-probability and purposive sampling rather than probability or random approaches characteristic of quantitatively-driven studies. Sampling in observational research is flexible and often continues until no new themes emerge from the data, a point referred to as data saturation.

All sampling decisions are made for the explicit purpose of obtaining the richest possible source of information to answer the research questions. Decisions about sampling assumes you know what you want to observe, what behaviors are important to record, and what research problem you are addressing before you begin the study. These questions determine what sampling technique you should use, so be sure you have adequately answered them before selecting a sampling method.

Ways to sample when conducting an observation include:

Ad Libitum Sampling -- this approach is not that different from what people do at the zoo; they observe whatever seems interesting at the moment. There is no organized system of recording the observations; you just note whatever seems relevant at the time. The advantage of this method is that you are often able to observe relatively rare or unusual behaviors that might be missed by more deliberately designed sampling methods. This method is also useful for obtaining preliminary observations that can be used to develop your final field study. Problems using this method include the possibility of inherent bias toward conspicuous behaviors or individuals, thereby missing mundane or repeated patterns of behavior, and that you may miss brief interactions in social settings.
Behavior Sampling -- this involves watching the entire group of subjects and recording each occurrence of a specific behavior of interest and with reference to which individuals were involved. The method is useful in recording rare behaviors missed by other sampling methods and is often used in conjunction with focal or scan methods [see below]. However, sampling can be biased towards particular conspicuous behaviors.
Continuous Recording -- provides a faithful record of behavior including frequencies, durations, and latencies [the time that elapses between a stimulus and the response to it]. This is a very demanding method because you are trying to record everything within the setting and, thus, measuring reliability may be sacrificed. In addition, durations and latencies are only reliable if subjects remain present throughout the collection of data. However, this method facilitates analyzing sequences of behaviors and ensures obtaining a wealth of data about the observation site and the people within it. The use of audio or video recording is most useful with this type of sampling.
Focal Sampling -- this involves observing one individual for a specified amount of time and recording all instances of that individual's behavior. Usually you have a set of predetermined categories or types of behaviors that you are interested in observing [e.g., when a teacher walks around the classroom] and you keep track of the duration of those behaviors. This approach doesn't tend to bias one behavior over another and provides significant detail about a individual's behavior. However, with this method, you likely have to conduct a lot of focal samples before you have a good idea about how group members interact. It can also be difficult within certain settings to keep one individual in sight for the entire period of the observation without being intrusive.
Instantaneous Sampling -- this is where observation sessions are divided into short intervals divided by sample points. At each sample point the observer records if predetermined behaviors of interest are taking place. This method is not effective for recording discrete events of short duration and, frequently, observers will want to record novel behaviors that occur slightly before or after the point of sampling, creating a sampling error. Though not exact, this method does give you an idea of durations and is relatively easy to do. It is also good for recording behavior patterns occurring at a specific instant, such as, movement or body positions.
One-Zero Sampling -- this is very similar to instantaneous sampling, only the observer records if the behaviors of interest have occurred at any time during an interval instead of at the instant of the sampling point. The method is useful for capturing data on behavior patterns that start and stop repeatedly and rapidly, but that last only for a brief period of time. The disadvantage of this approach is that you get a dimensionless score for an entire recording session, so you only get one one data point for each recording session.
Scan Sampling -- this method involves taking a census of the entire observed group at predetermined time periods and recording what each individual is doing at that moment. This is useful for obtaining group behavioral data and allows for data that are evenly representative across individuals and periods of time. On the other hand, this method may be biased towards more conspicuous behaviors and you may miss a lot of what is going on between observations, especially rare or unusual behaviors. It is also difficult to record more than a few individuals in a group setting without missing what each individual is doing at each predetermined moment in time [e.g., children sitting at a table during lunch at school]. The use of audio or video recording is useful with this type of sampling.

Alderks, Peter. Data Collection. Psychology 330 Course Documents. Animal Behavior Lab. University of Washington; Emerson, Robert M. Contemporary Field Research: Perspectives and Formulations . 2nd ed. Prospect Heights, IL: Waveland Press, 2001; Emerson, Robert M. et al. “Participant Observation and Fieldnotes.” In Handbook of Ethnography . Paul Atkinson et al., eds. (Thousand Oaks, CA: Sage, 2001), 352-368; Emerson, Robert M. et al. Writing Ethnographic Fieldnotes . 2nd ed. Chicago, IL: University of Chicago Press, 2011; Ethnography, Observational Research, and Narrative Inquiry. Writing@CSU. Colorado State University; Hazel, Spencer. "The Paradox from Within: Research Participants Doing-Being-Observed." Qualitative Research 16 (August 2016): 446-457; Pace, Tonio. Writing Field Reports. Scribd Online Library; Presser, Jon and Dona Schwartz. “Photographs within the Sociological Research Process.” In Image-based Research: A Sourcebook for Qualitative Researchers . Jon Prosser, editor (London: Falmer Press, 1998), pp. 115-130; Pyrczak, Fred and Randall R. Bruce. Writing Empirical Research Reports: A Basic Guide for Students of the Social and Behavioral Sciences . 5th ed. Glendale, CA: Pyrczak Publishing, 2005; Report Writing. UniLearning. University of Wollongong, Australia; Wolfinger, Nicholas H. "On Writing Fieldnotes: Collection Strategies and Background Expectancies.” Qualitative Research 2 (April 2002): 85-95; Writing Reports. Anonymous. The Higher Education Academy.

Structure and Writing Style

How you choose to format your field report is determined by the research problem, the theoretical framework that is driving your analysis, the observations that you make, and/or specific guidelines established by your professor. Since field reports do not have a standard format, it is worthwhile to determine from your professor what the preferred structure and organization should be before you begin to write. Note that field reports should be written in the past tense. With this in mind, most field reports in the social sciences include the following elements:

I. Introduction The introduction should describe the research problem, the specific objectives of your research, and the important theories or concepts underpinning your field study. The introduction should describe the nature of the organization or setting where you are conducting the observation, what type of observations you have conducted, what your focus was, when you observed, and the methods you used for collecting the data. Collectively, this descriptive information should support reasons why you chose the observation site and the people or events within it. You should also include a review of pertinent literature related to the research problem, particularly if similar methods were used in prior studies. Conclude your introduction with a statement about how the rest of the paper is organized.

II. Description of Activities

Your readers only knowledge and understanding of what happened will come from the description section of your report because they were not witnesses to the situation, people, or events that you are writing about. Given this, it is crucial that you provide sufficient details to place the analysis that will follow into proper context; don't make the mistake of providing a description without context. The description section of a field report is similar to a well written piece of journalism. Therefore, a useful approach to systematically describing the varying aspects of an observed situation is to answer the "Five W’s of Investigative Reporting." As Dubbels notes [p. 19], these are:

What -- describe what you observed. Note the temporal, physical, and social boundaries you imposed to limit the observations you made. What were your general impressions of the situation you were observing. For example, as a student teacher, what is your impression of the application of iPads as a learning device in a history class; as a cultural anthropologist, what is your impression of women's participation in a Native American religious ritual?
Where -- provide background information about the setting of your observation and, if necessary, note important material objects that are present that help contextualize the observation [e.g., arrangement of computers in relation to student engagement with the teacher].
When -- record factual data about the day and the beginning and ending time of each observation. Note that it may also be necessary to include background information or key events which impact upon the situation you were observing [e.g., observing the ability of teachers to re-engage students after coming back from an unannounced fire drill].
Who -- note background and demographic information about the individuals being observed e.g., age, gender, ethnicity, and/or any other variables relevant to your study]. Record who is doing what and saying what, as well as, who is not doing or saying what. If relevant, be sure to record who was missing from the observation.
Why -- why were you doing this? Describe the reasons for selecting particular situations to observe. Note why something happened. Also note why you may have included or excluded certain information.

III. Interpretation and Analysis

Always place the analysis and interpretations of your field observations within the larger context of the theoretical assumptions and issues you described in the introduction. Part of your responsibility in analyzing the data is to determine which observations are worthy of comment and interpretation, and which observations are more general in nature. It is your theoretical framework that allows you to make these decisions. You need to demonstrate to the reader that you are conducting the field work through the eyes of an informed viewer and from the perspective of a casual observer.

Here are some questions to ask yourself when analyzing your observations:

What is the meaning of what you have observed?
Why do you think what you observed happened? What evidence do you have for your reasoning?
What events or behaviors were typical or widespread? If appropriate, what was unusual or out of the ordinary? How were they distributed among categories of people?
Do you see any connections or patterns in what you observed?
Why did the people you observed proceed with an action in the way that they did? What are the implications of this?
Did the stated or implicit objectives of what you were observing match what was achieved?
What were the relative merits of the behaviors you observed?
What were the strengths and weaknesses of the observations you recorded?
Do you see connections between what you observed and the findings of similar studies identified from your review of the literature?
How do your observations fit into the larger context of professional practice? In what ways have your observations possibly changed or affirmed your perceptions of professional practice?
Have you learned anything from what you observed?

NOTE: Only base your interpretations on what you have actually observed. Do not speculate or manipulate your observational data to fit into your study's theoretical framework.

IV. Conclusion and Recommendations

The conclusion should briefly recap of the entire study, reiterating the importance or significance of your observations. Avoid including any new information. You should also state any recommendations you may have based on the results of your study. Be sure to describe any unanticipated problems you encountered and note the limitations of your study. The conclusion should not be more than two or three paragraphs.

V. Appendix

This is where you would place information that is not essential to explaining your findings, but that supports your analysis [especially repetitive or lengthy information], that validates your conclusions, or that contextualizes a related point that helps the reader understand the overall report. Examples of information that could be included in an appendix are figures/tables/charts/graphs of results, statistics, pictures, maps, drawings, or, if applicable, transcripts of interviews. There is no limit to what can be included in the appendix or its format [e.g., a DVD recording of the observation site], provided that it is relevant to the study's purpose and reference is made to it in the report. If information is placed in more than one appendix ["appendices"], the order in which they are organized is dictated by the order they were first mentioned in the text of the report.

VI. References

List all sources that you consulted and obtained information from while writing your field report. Note that field reports generally do not include further readings or an extended bibliography. However, consult with your professor concerning what your list of sources should be included and be sure to write them in the preferred citation style of your discipline or is preferred by your professor [i.e., APA, Chicago, MLA, etc.].

Alderks, Peter. Data Collection. Psychology 330 Course Documents. Animal Behavior Lab. University of Washington; Dubbels, Brock R. Exploring the Cognitive, Social, Cultural, and Psychological Aspects of Gaming and Simulations . Hershey, PA: IGI Global, 2018; Emerson, Robert M. Contemporary Field Research: Perspectives and Formulations . 2nd ed. Prospect Heights, IL: Waveland Press, 2001; Emerson, Robert M. et al. “Participant Observation and Fieldnotes.” In Handbook of Ethnography . Paul Atkinson et al., eds. (Thousand Oaks, CA: Sage, 2001), 352-368; Emerson, Robert M. et al. Writing Ethnographic Fieldnotes . 2nd ed. Chicago, IL: University of Chicago Press, 2011; Ethnography, Observational Research, and Narrative Inquiry. Writing@CSU. Colorado State University; Pace, Tonio. Writing Field Reports. Scribd Online Library; Pyrczak, Fred and Randall R. Bruce. Writing Empirical Research Reports: A Basic Guide for Students of the Social and Behavioral Sciences . 5th ed. Glendale, CA: Pyrczak Publishing, 2005; Report Writing. UniLearning. University of Wollongong, Australia; Wolfinger, Nicholas H. "On Writing Fieldnotes: Collection Strategies and Background Expectancies.” Qualitative Research 2 (April 2002): 85-95; Writing Reports. Anonymous. The Higher Education Academy.

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Observational Research – Methods and Guide

Table of Contents

Observational Research

Definition:

Observational research is a type of research method where the researcher observes and records the behavior of individuals or groups in their natural environment. In other words, the researcher does not intervene or manipulate any variables but simply observes and describes what is happening.

Observation

Observation is the process of collecting and recording data by observing and noting events, behaviors, or phenomena in a systematic and objective manner. It is a fundamental method used in research, scientific inquiry, and everyday life to gain an understanding of the world around us.

Types of Observational Research

Observational research can be categorized into different types based on the level of control and the degree of involvement of the researcher in the study. Some of the common types of observational research are:

Naturalistic Observation

In naturalistic observation, the researcher observes and records the behavior of individuals or groups in their natural environment without any interference or manipulation of variables.

Controlled Observation

In controlled observation, the researcher controls the environment in which the observation is taking place. This type of observation is often used in laboratory settings.

Participant Observation

In participant observation, the researcher becomes an active participant in the group or situation being observed. The researcher may interact with the individuals being observed and gather data on their behavior, attitudes, and experiences.

Structured Observation

In structured observation, the researcher defines a set of behaviors or events to be observed and records their occurrence.

Unstructured Observation

In unstructured observation, the researcher observes and records any behaviors or events that occur without predetermined categories.

Cross-Sectional Observation

In cross-sectional observation, the researcher observes and records the behavior of different individuals or groups at a single point in time.

Longitudinal Observation

In longitudinal observation, the researcher observes and records the behavior of the same individuals or groups over an extended period of time.

Data Collection Methods

Observational research uses various data collection methods to gather information about the behaviors and experiences of individuals or groups being observed. Some common data collection methods used in observational research include:

Field Notes

This method involves recording detailed notes of the observed behavior, events, and interactions. These notes are usually written in real-time during the observation process.

Audio and Video Recordings

Audio and video recordings can be used to capture the observed behavior and interactions. These recordings can be later analyzed to extract relevant information.

Surveys and Questionnaires

Surveys and questionnaires can be used to gather additional information from the individuals or groups being observed. This method can be used to validate or supplement the observational data.

Time Sampling

This method involves taking a snapshot of the observed behavior at pre-determined time intervals. This method helps to identify the frequency and duration of the observed behavior.

Event Sampling

This method involves recording specific events or behaviors that are of interest to the researcher. This method helps to provide detailed information about specific behaviors or events.

Checklists and Rating Scales

Checklists and rating scales can be used to record the occurrence and frequency of specific behaviors or events. This method helps to simplify and standardize the data collection process.

Observational Data Analysis Methods

Observational Data Analysis Methods are:

Descriptive Statistics

This method involves using statistical techniques such as frequency distributions, means, and standard deviations to summarize the observed behaviors, events, or interactions.

Qualitative Analysis

Qualitative analysis involves identifying patterns and themes in the observed behaviors or interactions. This analysis can be done manually or with the help of software tools.

Content Analysis

Content analysis involves categorizing and counting the occurrences of specific behaviors or events. This analysis can be done manually or with the help of software tools.

Time-series Analysis

Time-series analysis involves analyzing the changes in behavior or interactions over time. This analysis can help identify trends and patterns in the observed data.

Inter-observer Reliability Analysis

Inter-observer reliability analysis involves comparing the observations made by multiple observers to ensure the consistency and reliability of the data.

Multivariate Analysis

Multivariate analysis involves analyzing multiple variables simultaneously to identify the relationships between the observed behaviors, events, or interactions.

Event Coding

This method involves coding observed behaviors or events into specific categories and then analyzing the frequency and duration of each category.

Cluster Analysis

Cluster analysis involves grouping similar behaviors or events into clusters based on their characteristics or patterns.

Latent Class Analysis

Latent class analysis involves identifying subgroups of individuals or groups based on their observed behaviors or interactions.

Social network Analysis

Social network analysis involves mapping the social relationships and interactions between individuals or groups based on their observed behaviors.

The choice of data analysis method depends on the research question, the type of data collected, and the available resources. Researchers should choose the appropriate method that best fits their research question and objectives. It is also important to ensure the validity and reliability of the data analysis by using appropriate statistical tests and measures.

Applications of Observational Research

Observational research is a versatile research method that can be used in a variety of fields to explore and understand human behavior, attitudes, and preferences. Here are some common applications of observational research:

Psychology : Observational research is commonly used in psychology to study human behavior in natural settings. This can include observing children at play to understand their social development or observing people’s reactions to stress to better understand how stress affects behavior.
Marketing : Observational research is used in marketing to understand consumer behavior and preferences. This can include observing shoppers in stores to understand how they make purchase decisions or observing how people interact with advertisements to determine their effectiveness.
Education : Observational research is used in education to study teaching and learning in natural settings. This can include observing classrooms to understand how teachers interact with students or observing students to understand how they learn.
Anthropology : Observational research is commonly used in anthropology to understand cultural practices and beliefs. This can include observing people’s daily routines to understand their culture or observing rituals and ceremonies to better understand their significance.
Healthcare : Observational research is used in healthcare to understand patient behavior and preferences. This can include observing patients in hospitals to understand how they interact with healthcare professionals or observing patients with chronic illnesses to better understand their daily routines and needs.
Sociology : Observational research is used in sociology to understand social interactions and relationships. This can include observing people in public spaces to understand how they interact with others or observing groups to understand how they function.
Ecology : Observational research is used in ecology to understand the behavior and interactions of animals and plants in their natural habitats. This can include observing animal behavior to understand their social structures or observing plant growth to understand their response to environmental factors.
Criminology : Observational research is used in criminology to understand criminal behavior and the factors that contribute to it. This can include observing criminal activity in a particular area to identify patterns or observing the behavior of inmates to understand their experience in the criminal justice system.

Observational Research Examples

Here are some real-time observational research examples:

A researcher observes and records the behaviors of a group of children on a playground to study their social interactions and play patterns.
A researcher observes the buying behaviors of customers in a retail store to study the impact of store layout and product placement on purchase decisions.
A researcher observes the behavior of drivers at a busy intersection to study the effectiveness of traffic signs and signals.
A researcher observes the behavior of patients in a hospital to study the impact of staff communication and interaction on patient satisfaction and recovery.
A researcher observes the behavior of employees in a workplace to study the impact of the work environment on productivity and job satisfaction.
A researcher observes the behavior of shoppers in a mall to study the impact of music and lighting on consumer behavior.
A researcher observes the behavior of animals in their natural habitat to study their social and feeding behaviors.
A researcher observes the behavior of students in a classroom to study the effectiveness of teaching methods and student engagement.
A researcher observes the behavior of pedestrians and cyclists on a city street to study the impact of infrastructure and traffic regulations on safety.

How to Conduct Observational Research

Here are some general steps for conducting Observational Research:

Define the Research Question: Determine the research question and objectives to guide the observational research study. The research question should be specific, clear, and relevant to the area of study.
Choose the appropriate observational method: Choose the appropriate observational method based on the research question, the type of data required, and the available resources.
Plan the observation: Plan the observation by selecting the observation location, duration, and sampling technique. Identify the population or sample to be observed and the characteristics to be recorded.
Train observers: Train the observers on the observational method, data collection tools, and techniques. Ensure that the observers understand the research question and objectives and can accurately record the observed behaviors or events.
Conduct the observation : Conduct the observation by recording the observed behaviors or events using the data collection tools and techniques. Ensure that the observation is conducted in a consistent and unbiased manner.
Analyze the data: Analyze the observed data using appropriate data analysis methods such as descriptive statistics, qualitative analysis, or content analysis. Validate the data by checking the inter-observer reliability and conducting statistical tests.
Interpret the results: Interpret the results by answering the research question and objectives. Identify the patterns, trends, or relationships in the observed data and draw conclusions based on the analysis.
Report the findings: Report the findings in a clear and concise manner, using appropriate visual aids and tables. Discuss the implications of the results and the limitations of the study.

When to use Observational Research

Here are some situations where observational research can be useful:

Exploratory Research: Observational research can be used in exploratory studies to gain insights into new phenomena or areas of interest.
Hypothesis Generation: Observational research can be used to generate hypotheses about the relationships between variables, which can be tested using experimental research.
Naturalistic Settings: Observational research is useful in naturalistic settings where it is difficult or unethical to manipulate the environment or variables.
Human Behavior: Observational research is useful in studying human behavior, such as social interactions, decision-making, and communication patterns.
Animal Behavior: Observational research is useful in studying animal behavior in their natural habitats, such as social and feeding behaviors.
Longitudinal Studies: Observational research can be used in longitudinal studies to observe changes in behavior over time.
Ethical Considerations: Observational research can be used in situations where manipulating the environment or variables would be unethical or impractical.

Purpose of Observational Research

Observational research is a method of collecting and analyzing data by observing individuals or phenomena in their natural settings, without manipulating them in any way. The purpose of observational research is to gain insights into human behavior, attitudes, and preferences, as well as to identify patterns, trends, and relationships that may exist between variables.

The primary purpose of observational research is to generate hypotheses that can be tested through more rigorous experimental methods. By observing behavior and identifying patterns, researchers can develop a better understanding of the factors that influence human behavior, and use this knowledge to design experiments that test specific hypotheses.

Observational research is also used to generate descriptive data about a population or phenomenon. For example, an observational study of shoppers in a grocery store might reveal that women are more likely than men to buy organic produce. This type of information can be useful for marketers or policy-makers who want to understand consumer preferences and behavior.

In addition, observational research can be used to monitor changes over time. By observing behavior at different points in time, researchers can identify trends and changes that may be indicative of broader social or cultural shifts.

Overall, the purpose of observational research is to provide insights into human behavior and to generate hypotheses that can be tested through further research.

Advantages of Observational Research

There are several advantages to using observational research in different fields, including:

Naturalistic observation: Observational research allows researchers to observe behavior in a naturalistic setting, which means that people are observed in their natural environment without the constraints of a laboratory. This helps to ensure that the behavior observed is more representative of the real-world situation.
Unobtrusive : Observational research is often unobtrusive, which means that the researcher does not interfere with the behavior being observed. This can reduce the likelihood of the research being affected by the observer’s presence or the Hawthorne effect, where people modify their behavior when they know they are being observed.
Cost-effective : Observational research can be less expensive than other research methods, such as experiments or surveys. Researchers do not need to recruit participants or pay for expensive equipment, making it a more cost-effective research method.
Flexibility: Observational research is a flexible research method that can be used in a variety of settings and for a range of research questions. Observational research can be used to generate hypotheses, to collect data on behavior, or to monitor changes over time.
Rich data : Observational research provides rich data that can be analyzed to identify patterns and relationships between variables. It can also provide context for behaviors, helping to explain why people behave in a certain way.
Validity : Observational research can provide high levels of validity, meaning that the results accurately reflect the behavior being studied. This is because the behavior is being observed in a natural setting without interference from the researcher.

Disadvantages of Observational Research

While observational research has many advantages, it also has some limitations and disadvantages. Here are some of the disadvantages of observational research:

Observer bias: Observational research is prone to observer bias, which is when the observer’s own beliefs and assumptions affect the way they interpret and record behavior. This can lead to inaccurate or unreliable data.
Limited generalizability: The behavior observed in a specific setting may not be representative of the behavior in other settings. This can limit the generalizability of the findings from observational research.
Difficulty in establishing causality: Observational research is often correlational, which means that it identifies relationships between variables but does not establish causality. This can make it difficult to determine if a particular behavior is causing an outcome or if the relationship is due to other factors.
Ethical concerns: Observational research can raise ethical concerns if the participants being observed are unaware that they are being observed or if the observations invade their privacy.
Time-consuming: Observational research can be time-consuming, especially if the behavior being observed is infrequent or occurs over a long period of time. This can make it difficult to collect enough data to draw valid conclusions.
Difficulty in measuring internal processes: Observational research may not be effective in measuring internal processes, such as thoughts, feelings, and attitudes. This can limit the ability to understand the reasons behind behavior.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Non-Experimental Research

32 Observational Research

Learning objectives.

List the various types of observational research methods and distinguish between each.
Describe the strengths and weakness of each observational research method.

What Is Observational Research?

Naturalistic Observation

Naturalistic observation is an observational method that involves observing people’s behavior in the environment in which it typically occurs. Thus naturalistic observation is a type of field research (as opposed to a type of laboratory research). Jane Goodall’s famous research on chimpanzees is a classic example of naturalistic observation. Dr. Goodall spent three decades observing chimpanzees in their natural environment in East Africa. She examined such things as chimpanzee’s social structure, mating patterns, gender roles, family structure, and care of offspring by observing them in the wild. However, naturalistic observation could more simply involve observing shoppers in a grocery store, children on a school playground, or psychiatric inpatients in their wards. Researchers engaged in naturalistic observation usually make their observations as unobtrusively as possible so that participants are not aware that they are being studied. Such an approach is called disguised naturalistic observation . Ethically, this method is considered to be acceptable if the participants remain anonymous and the behavior occurs in a public setting where people would not normally have an expectation of privacy. Grocery shoppers putting items into their shopping carts, for example, are engaged in public behavior that is easily observable by store employees and other shoppers. For this reason, most researchers would consider it ethically acceptable to observe them for a study. On the other hand, one of the arguments against the ethicality of the naturalistic observation of “bathroom behavior” discussed earlier in the book is that people have a reasonable expectation of privacy even in a public restroom and that this expectation was violated.

In cases where it is not ethical or practical to conduct disguised naturalistic observation, researchers can conduct undisguised naturalistic observation where the participants are made aware of the researcher presence and monitoring of their behavior. However, one concern with undisguised naturalistic observation is reactivity. Reactivity refers to when a measure changes participants’ behavior. In the case of undisguised naturalistic observation, the concern with reactivity is that when people know they are being observed and studied, they may act differently than they normally would. This type of reactivity is known as the Hawthorne effect . For instance, you may act much differently in a bar if you know that someone is observing you and recording your behaviors and this would invalidate the study. So disguised observation is less reactive and therefore can have higher validity because people are not aware that their behaviors are being observed and recorded. However, we now know that people often become used to being observed and with time they begin to behave naturally in the researcher’s presence. In other words, over time people habituate to being observed. Think about reality shows like Big Brother or Survivor where people are constantly being observed and recorded. While they may be on their best behavior at first, in a fairly short amount of time they are flirting, having sex, wearing next to nothing, screaming at each other, and occasionally behaving in ways that are embarrassing.

Participant Observation

In a famous example of disguised participant observation, Leon Festinger and his colleagues infiltrated a doomsday cult known as the Seekers, whose members believed that the apocalypse would occur on December 21, 1954. Interested in studying how members of the group would cope psychologically when the prophecy inevitably failed, they carefully recorded the events and reactions of the cult members in the days before and after the supposed end of the world. Unsurprisingly, the cult members did not give up their belief but instead convinced themselves that it was their faith and efforts that saved the world from destruction. Festinger and his colleagues later published a book about this experience, which they used to illustrate the theory of cognitive dissonance (Festinger, Riecken, & Schachter, 1956) [1] .

In contrast with undisguised participant observation , the researchers become a part of the group they are studying and they disclose their true identity as researchers to the group under investigation. Once again there are important ethical issues to consider with disguised participant observation. First no informed consent can be obtained and second deception is being used. The researcher is deceiving the participants by intentionally withholding information about their motivations for being a part of the social group they are studying. But sometimes disguised participation is the only way to access a protective group (like a cult). Further, disguised participant observation is less prone to reactivity than undisguised participant observation.

Rosenhan’s study (1973) [2] of the experience of people in a psychiatric ward would be considered disguised participant observation because Rosenhan and his pseudopatients were admitted into psychiatric hospitals on the pretense of being patients so that they could observe the way that psychiatric patients are treated by staff. The staff and other patients were unaware of their true identities as researchers.

Another example of participant observation comes from a study by sociologist Amy Wilkins on a university-based religious organization that emphasized how happy its members were (Wilkins, 2008) [3] . Wilkins spent 12 months attending and participating in the group’s meetings and social events, and she interviewed several group members. In her study, Wilkins identified several ways in which the group “enforced” happiness—for example, by continually talking about happiness, discouraging the expression of negative emotions, and using happiness as a way to distinguish themselves from other groups.

One of the primary benefits of participant observation is that the researchers are in a much better position to understand the viewpoint and experiences of the people they are studying when they are a part of the social group. The primary limitation with this approach is that the mere presence of the observer could affect the behavior of the people being observed. While this is also a concern with naturalistic observation, additional concerns arise when researchers become active members of the social group they are studying because that they may change the social dynamics and/or influence the behavior of the people they are studying. Similarly, if the researcher acts as a participant observer there can be concerns with biases resulting from developing relationships with the participants. Concretely, the researcher may become less objective resulting in more experimenter bias.

Structured Observation

Structured observation is very similar to naturalistic observation and participant observation in that in all three cases researchers are observing naturally occurring behavior; however, the emphasis in structured observation is on gathering quantitative rather than qualitative data. Researchers using this approach are interested in a limited set of behaviors. This allows them to quantify the behaviors they are observing. In other words, structured observation is less global than naturalistic or participant observation because the researcher engaged in structured observations is interested in a small number of specific behaviors. Therefore, rather than recording everything that happens, the researcher only focuses on very specific behaviors of interest.

Researchers Robert Levine and Ara Norenzayan used structured observation to study differences in the “pace of life” across countries (Levine & Norenzayan, 1999) [4] . One of their measures involved observing pedestrians in a large city to see how long it took them to walk 60 feet. They found that people in some countries walked reliably faster than people in other countries. For example, people in Canada and Sweden covered 60 feet in just under 13 seconds on average, while people in Brazil and Romania took close to 17 seconds. When structured observation takes place in the complex and even chaotic “real world,” the questions of when, where, and under what conditions the observations will be made, and who exactly will be observed are important to consider. Levine and Norenzayan described their sampling process as follows:

Precise specification of the sampling process in this way makes data collection manageable for the observers, and it also provides some control over important extraneous variables. For example, by making their observations on clear summer days in all countries, Levine and Norenzayan controlled for effects of the weather on people’s walking speeds. In Levine and Norenzayan’s study, measurement was relatively straightforward. They simply measured out a 60-foot distance along a city sidewalk and then used a stopwatch to time participants as they walked over that distance.

As another example, researchers Robert Kraut and Robert Johnston wanted to study bowlers’ reactions to their shots, both when they were facing the pins and then when they turned toward their companions (Kraut & Johnston, 1979) [5] . But what “reactions” should they observe? Based on previous research and their own pilot testing, Kraut and Johnston created a list of reactions that included “closed smile,” “open smile,” “laugh,” “neutral face,” “look down,” “look away,” and “face cover” (covering one’s face with one’s hands). The observers committed this list to memory and then practiced by coding the reactions of bowlers who had been videotaped. During the actual study, the observers spoke into an audio recorder, describing the reactions they observed. Among the most interesting results of this study was that bowlers rarely smiled while they still faced the pins. They were much more likely to smile after they turned toward their companions, suggesting that smiling is not purely an expression of happiness but also a form of social communication.

In yet another example (this one in a laboratory environment), Dov Cohen and his colleagues had observers rate the emotional reactions of participants who had just been deliberately bumped and insulted by a confederate after they dropped off a completed questionnaire at the end of a hallway. The confederate was posing as someone who worked in the same building and who was frustrated by having to close a file drawer twice in order to permit the participants to walk past them (first to drop off the questionnaire at the end of the hallway and once again on their way back to the room where they believed the study they signed up for was taking place). The two observers were positioned at different ends of the hallway so that they could read the participants’ body language and hear anything they might say. Interestingly, the researchers hypothesized that participants from the southern United States, which is one of several places in the world that has a “culture of honor,” would react with more aggression than participants from the northern United States, a prediction that was in fact supported by the observational data (Cohen, Nisbett, Bowdle, & Schwarz, 1996) [6] .

When the observations require a judgment on the part of the observers—as in the studies by Kraut and Johnston and Cohen and his colleagues—a process referred to as coding is typically required . Coding generally requires clearly defining a set of target behaviors. The observers then categorize participants individually in terms of which behavior they have engaged in and the number of times they engaged in each behavior. The observers might even record the duration of each behavior. The target behaviors must be defined in such a way that guides different observers to code them in the same way. This difficulty with coding illustrates the issue of interrater reliability, as mentioned in Chapter 4. Researchers are expected to demonstrate the interrater reliability of their coding procedure by having multiple raters code the same behaviors independently and then showing that the different observers are in close agreement. Kraut and Johnston, for example, video recorded a subset of their participants’ reactions and had two observers independently code them. The two observers showed that they agreed on the reactions that were exhibited 97% of the time, indicating good interrater reliability.

One of the primary benefits of structured observation is that it is far more efficient than naturalistic and participant observation. Since the researchers are focused on specific behaviors this reduces time and expense. Also, often times the environment is structured to encourage the behaviors of interest which again means that researchers do not have to invest as much time in waiting for the behaviors of interest to naturally occur. Finally, researchers using this approach can clearly exert greater control over the environment. However, when researchers exert more control over the environment it may make the environment less natural which decreases external validity. It is less clear for instance whether structured observations made in a laboratory environment will generalize to a real world environment. Furthermore, since researchers engaged in structured observation are often not disguised there may be more concerns with reactivity.

Case Studies

Like many observational research methods, case studies tend to be more qualitative in nature. Case study methods involve an in-depth, and often a longitudinal examination of an individual. Depending on the focus of the case study, individuals may or may not be observed in their natural setting. If the natural setting is not what is of interest, then the individual may be brought into a therapist’s office or a researcher’s lab for study. Also, the bulk of the case study report will focus on in-depth descriptions of the person rather than on statistical analyses. With that said some quantitative data may also be included in the write-up of a case study. For instance, an individual’s depression score may be compared to normative scores or their score before and after treatment may be compared. As with other qualitative methods, a variety of different methods and tools can be used to collect information on the case. For instance, interviews, naturalistic observation, structured observation, psychological testing (e.g., IQ test), and/or physiological measurements (e.g., brain scans) may be used to collect information on the individual.

The history of psychology is filled with influential cases studies, such as Sigmund Freud’s description of “Anna O.” (see Note 6.1 “The Case of “Anna O.””) and John Watson and Rosalie Rayner’s description of Little Albert (Watson & Rayner, 1920) [7] , who allegedly learned to fear a white rat—along with other furry objects—when the researchers repeatedly made a loud noise every time the rat approached him.

The Case of “Anna O.”

Sigmund Freud used the case of a young woman he called “Anna O.” to illustrate many principles of his theory of psychoanalysis (Freud, 1961) [8] . (Her real name was Bertha Pappenheim, and she was an early feminist who went on to make important contributions to the field of social work.) Anna had come to Freud’s colleague Josef Breuer around 1880 with a variety of odd physical and psychological symptoms. One of them was that for several weeks she was unable to drink any fluids. According to Freud,

But according to Freud, a breakthrough came one day while Anna was under hypnosis.

Freud’s interpretation was that Anna had repressed the memory of this incident along with the emotion that it triggered and that this was what had caused her inability to drink. Furthermore, he believed that her recollection of the incident, along with her expression of the emotion she had repressed, caused the symptom to go away.

Figure 6.8 Anna O. “Anna O.” was the subject of a famous case study used by Freud to illustrate the principles of psychoanalysis. Source: http://en.wikipedia.org/wiki/File:Pappenheim_1882.jpg

However, it is important to note that while case studies can provide insights into certain areas and variables to study, and can be useful in helping develop theories, they should never be used as evidence for theories. In other words, case studies can be used as inspiration to formulate theories and hypotheses, but those hypotheses and theories then need to be formally tested using more rigorous quantitative methods. The reason case studies shouldn’t be used to provide support for theories is that they suffer from problems with both internal and external validity. Case studies lack the proper controls that true experiments contain. As such, they suffer from problems with internal validity, so they cannot be used to determine causation. For instance, during HM’s surgery, the surgeon may have accidentally lesioned another area of HM’s brain (a possibility suggested by the dissection of HM’s brain following his death) and that lesion may have contributed to his inability to consolidate new information. The fact is, with case studies we cannot rule out these sorts of alternative explanations. So, as with all observational methods, case studies do not permit determination of causation. In addition, because case studies are often of a single individual, and typically an abnormal individual, researchers cannot generalize their conclusions to other individuals. Recall that with most research designs there is a trade-off between internal and external validity. With case studies, however, there are problems with both internal validity and external validity. So there are limits both to the ability to determine causation and to generalize the results. A final limitation of case studies is that ample opportunity exists for the theoretical biases of the researcher to color or bias the case description. Indeed, there have been accusations that the woman who studied HM destroyed a lot of her data that were not published and she has been called into question for destroying contradictory data that didn’t support her theory about how memories are consolidated. There is a fascinating New York Times article that describes some of the controversies that ensued after HM’s death and analysis of his brain that can be found at: https://www.nytimes.com/2016/08/07/magazine/the-brain-that-couldnt-remember.html?_r=0

Archival Research

Another approach that is often considered observational research involves analyzing archival data that have already been collected for some other purpose. An example is a study by Brett Pelham and his colleagues on “implicit egotism”—the tendency for people to prefer people, places, and things that are similar to themselves (Pelham, Carvallo, & Jones, 2005) [9] . In one study, they examined Social Security records to show that women with the names Virginia, Georgia, Louise, and Florence were especially likely to have moved to the states of Virginia, Georgia, Louisiana, and Florida, respectively.

As with naturalistic observation, measurement can be more or less straightforward when working with archival data. For example, counting the number of people named Virginia who live in various states based on Social Security records is relatively straightforward. But consider a study by Christopher Peterson and his colleagues on the relationship between optimism and health using data that had been collected many years before for a study on adult development (Peterson, Seligman, & Vaillant, 1988) [10] . In the 1940s, healthy male college students had completed an open-ended questionnaire about difficult wartime experiences. In the late 1980s, Peterson and his colleagues reviewed the men’s questionnaire responses to obtain a measure of explanatory style—their habitual ways of explaining bad events that happen to them. More pessimistic people tend to blame themselves and expect long-term negative consequences that affect many aspects of their lives, while more optimistic people tend to blame outside forces and expect limited negative consequences. To obtain a measure of explanatory style for each participant, the researchers used a procedure in which all negative events mentioned in the questionnaire responses, and any causal explanations for them were identified and written on index cards. These were given to a separate group of raters who rated each explanation in terms of three separate dimensions of optimism-pessimism. These ratings were then averaged to produce an explanatory style score for each participant. The researchers then assessed the statistical relationship between the men’s explanatory style as undergraduate students and archival measures of their health at approximately 60 years of age. The primary result was that the more optimistic the men were as undergraduate students, the healthier they were as older men. Pearson’s r was +.25.

Media Attributions

What happens when you remove the hippocampus? – Sam Kean by TED-Ed licensed under a standard YouTube License
Pappenheim 1882 by unknown is in the Public Domain .
Festinger, L., Riecken, H., & Schachter, S. (1956). When prophecy fails: A social and psychological study of a modern group that predicted the destruction of the world. University of Minnesota Press. ↵
Rosenhan, D. L. (1973). On being sane in insane places. Science, 179 , 250–258. ↵
Wilkins, A. (2008). “Happier than Non-Christians”: Collective emotions and symbolic boundaries among evangelical Christians. Social Psychology Quarterly, 71 , 281–301. ↵
Levine, R. V., & Norenzayan, A. (1999). The pace of life in 31 countries. Journal of Cross-Cultural Psychology, 30 , 178–205. ↵
Kraut, R. E., & Johnston, R. E. (1979). Social and emotional messages of smiling: An ethological approach. Journal of Personality and Social Psychology, 37 , 1539–1553. ↵
Cohen, D., Nisbett, R. E., Bowdle, B. F., & Schwarz, N. (1996). Insult, aggression, and the southern culture of honor: An "experimental ethnography." Journal of Personality and Social Psychology, 70 (5), 945-960. ↵
Watson, J. B., & Rayner, R. (1920). Conditioned emotional reactions. Journal of Experimental Psychology, 3 , 1–14. ↵
Freud, S. (1961). Five lectures on psycho-analysis . New York, NY: Norton. ↵
Pelham, B. W., Carvallo, M., & Jones, J. T. (2005). Implicit egotism. Current Directions in Psychological Science, 14 , 106–110. ↵
Peterson, C., Seligman, M. E. P., & Vaillant, G. E. (1988). Pessimistic explanatory style is a risk factor for physical illness: A thirty-five year longitudinal study. Journal of Personality and Social Psychology, 55 , 23–27. ↵

Research that is non-experimental because it focuses on recording systemic observations of behavior in a natural or laboratory setting without manipulating anything.

An observational method that involves observing people’s behavior in the environment in which it typically occurs.

When researchers engage in naturalistic observation by making their observations as unobtrusively as possible so that participants are not aware that they are being studied.

Where the participants are made aware of the researcher presence and monitoring of their behavior.

Refers to when a measure changes participants’ behavior.

In the case of undisguised naturalistic observation, it is a type of reactivity when people know they are being observed and studied, they may act differently than they normally would.

Researchers become active participants in the group or situation they are studying.

Researchers pretend to be members of the social group they are observing and conceal their true identity as researchers.

Researchers become a part of the group they are studying and they disclose their true identity as researchers to the group under investigation.

When a researcher makes careful observations of one or more specific behaviors in a particular setting that is more structured than the settings used in naturalistic or participant observation.

A part of structured observation whereby the observers use a clearly defined set of guidelines to "code" behaviors—assigning specific behaviors they are observing to a category—and count the number of times or the duration that the behavior occurs.

An in-depth examination of an individual.

A family of systematic approaches to measurement using qualitative methods to analyze complex archival data.

Research Methods in Psychology Copyright © 2019 by Rajiv S. Jhangiani, I-Chant A. Chiang, Carrie Cuttler, & Dana C. Leighton is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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What Is an Observational Study? | Guide & Examples

What Is an Observational Study? | Guide & Examples

Published on 5 April 2022 by Tegan George . Revised on 20 March 2023.

An observational study is used to answer a research question based purely on what the researcher observes. There is no interference or manipulation of the research subjects, and no control and treatment groups .

These studies are often qualitative in nature and can be used for both exploratory and explanatory research purposes. While quantitative observational studies exist, they are less common.

Observational studies are generally used in hard science, medical, and social science fields. This is often due to ethical or practical concerns that prevent the researcher from conducting a traditional experiment . However, the lack of control and treatment groups means that forming inferences is difficult, and there is a risk of confounding variables impacting your analysis.

Types of observation, types of observational studies, observational study example, advantages and disadvantages of observational studies, observational study vs experiment, frequently asked questions.

There are many types of observation, and it can be challenging to tell the difference between them. Here are some of the most common types to help you choose the best one for your observational study.

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There are three main types of observational studies: cohort studies, case–control studies, and cross-sectional studies.

Cohort studies

Cohort studies are more longitudinal in nature, as they follow a group of participants over a period of time. Members of the cohort are selected because of a shared characteristic, such as smoking, and they are often observed over a period of years.

Case–control studies

Case–control studies bring together two groups, a case study group and a control group . The case study group has a particular attribute while the control group does not. The two groups are then compared, to see if the case group exhibits a particular characteristic more than the control group.

For example, if you compared smokers (the case study group) with non-smokers (the control group), you could observe whether the smokers had more instances of lung disease than the non-smokers.

Cross-sectional studies

Cross-sectional studies analyse a population of study at a specific point in time.

This often involves narrowing previously collected data to one point in time to test the prevalence of a theory—for example, analysing how many people were diagnosed with lung disease in March of a given year. It can also be a one-time observation, such as spending one day in the lung disease wing of a hospital.

Observational studies are usually quite straightforward to design and conduct. Sometimes all you need is a notebook and pen! As you design your study, you can follow these steps.

Step 1: Identify your research topic and objectives

The first step is to determine what you’re interested in observing and why. Observational studies are a great fit if you are unable to do an experiment for ethical or practical reasons, or if your research topic hinges on natural behaviors.

Step 2: Choose your observation type and technique

In terms of technique, there are a few things to consider:

Are you determining what you want to observe beforehand, or going in open-minded?
Is there another research method that would make sense in tandem with an observational study?
If yes, make sure you conduct a covert observation.
If not, think about whether observing from afar or actively participating in your observation is a better fit.
How can you preempt confounding variables that could impact your analysis?
You could observe the children playing at the playground in a naturalistic observation.
You could spend a month at a day care in your town conducting participant observation, immersing yourself in the day-to-day life of the children.
You could conduct covert observation behind a wall or glass, where the children can’t see you.

Overall, it is crucial to stay organised. Devise a shorthand for your notes, or perhaps design templates that you can fill in. Since these observations occur in real time, you won’t get a second chance with the same data.

Step 3: Set up your observational study

Before conducting your observations, there are a few things to attend to:

Plan ahead: If you’re interested in day cares, you’ll need to call a few in your area to plan a visit. They may not all allow observation, or consent from parents may be needed, so give yourself enough time to set everything up.
Determine your note-taking method: Observational studies often rely on note-taking because other methods, like video or audio recording, run the risk of changing participant behavior.
Get informed consent from your participants (or their parents) if you want to record: Ultimately, even though it may make your analysis easier, the challenges posed by recording participants often make pen-and-paper a better choice.

Step 4: Conduct your observation

After you’ve chosen a type of observation, decided on your technique, and chosen a time and place, it’s time to conduct your observation.

Here, you can split them into case and control groups. The children with siblings have a characteristic you are interested in (siblings), while the children in the control group do not.

When conducting observational studies, be very careful of confounding or ‘lurking’ variables. In the example above, you observed children as they were dropped off, gauging whether or not they were upset. However, there are a variety of other factors that could be at play here (e.g., illness).

Step 5: Analyse your data

After you finish your observation, immediately record your initial thoughts and impressions, as well as follow-up questions or any issues you perceived during the observation. If you audio- or video-recorded your observations, you can transcribe them.

Your analysis can take an inductive or deductive approach :

If you conducted your observations in a more open-ended way, an inductive approach allows your data to determine your themes.
If you had specific hypotheses prior to conducting your observations, a deductive approach analyses whether your data confirm those themes or ideas you had previously.

Next, you can conduct your thematic or content analysis . Due to the open-ended nature of observational studies, the best fit is likely thematic analysis.

Step 6: Discuss avenues for future research

Observational studies are generally exploratory in nature, and they often aren’t strong enough to yield standalone conclusions due to their very high susceptibility to observer bias and confounding variables. For this reason, observational studies can only show association, not causation .

If you are excited about the preliminary conclusions you’ve drawn and wish to proceed with your topic, you may need to change to a different research method , such as an experiment.

Observational studies can provide information about difficult-to-analyse topics in a low-cost, efficient manner.
They allow you to study subjects that cannot be randomised safely, efficiently, or ethically .
They are often quite straightforward to conduct, since you just observe participant behavior as it happens or utilise preexisting data.
They’re often invaluable in informing later, larger-scale clinical trials or experiments.

Disadvantages

Observational studies struggle to stand on their own as a reliable research method. There is a high risk of observer bias and undetected confounding variables.
They lack conclusive results, typically are not externally valid or generalisable, and can usually only form a basis for further research.
They cannot make statements about the safety or efficacy of the intervention or treatment they study, only observe reactions to it. Therefore, they offer less satisfying results than other methods.

The key difference between observational studies and experiments is that a properly conducted observational study will never attempt to influence responses, while experimental designs by definition have some sort of treatment condition applied to a portion of participants.

However, there may be times when it’s impossible, dangerous, or impractical to influence the behavior of your participants. This can be the case in medical studies, where it is unethical or cruel to withhold potentially life-saving intervention, or in longitudinal analyses where you don’t have the ability to follow your group over the course of their lifetime.

An observational study may be the right fit for your research if random assignment of participants to control and treatment groups is impossible or highly difficult. However, the issues observational studies raise in terms of validity , confounding variables, and conclusiveness can mean that an experiment is more reliable.

If you’re able to randomise your participants safely and your research question is definitely causal in nature, consider using an experiment.

An observational study could be a good fit for your research if your research question is based on things you observe. If you have ethical, logistical, or practical concerns that make an experimental design challenging, consider an observational study. Remember that in an observational study, it is critical that there be no interference or manipulation of the research subjects. Since it’s not an experiment, there are no control or treatment groups either.

The key difference between observational studies and experiments is that, done correctly, an observational study will never influence the responses or behaviours of participants. Experimental designs will have a treatment condition applied to at least a portion of participants.

Exploratory research explores the main aspects of a new or barely researched question.

Explanatory research explains the causes and effects of an already widely researched question.

The research methods you use depend on the type of data you need to answer your research question .

If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts, and meanings, use qualitative methods .
If you want to analyse a large amount of readily available data, use secondary data. If you want data specific to your purposes with control over how they are generated, collect primary data.
If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

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George, T. (2023, March 20). What Is an Observational Study? | Guide & Examples. Scribbr. Retrieved 6 May 2024, from https://www.scribbr.co.uk/research-methods/observational-study/

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Observational Research: What is, Types, Pros & Cons + Example

Observational research is a qualitative, non-experimental examination of behavior. This helps researchers understand their customers' behavior.

Researchers can gather customer data in a variety of ways, including surveys, interviews, and research. But not all data can be collected by asking questions because customers might not be conscious of their behaviors.

It is when observational research comes in. This research is a way to learn about people by observing them in their natural environment. This kind of research helps researchers figure out how people act in different situations and what things in the environment affect their actions.

This blog will teach you about observational research, including types and observation methods. Let’s get started.

What is observational research?

Observational research is a broad term for various non-experimental studies in which behavior is carefully watched and recorded.

The goal of this research is to describe a variable or a set of variables. More broadly, the goal is to capture specific individual, group, or setting characteristics.

Since it is non-experimental and uncontrolled, we cannot draw causal research conclusions from it. The observational data collected in research studies is frequently qualitative observation , but it can also be quantitative or both (mixed methods).

Types of observational research

Conducting observational research can take many different forms. There are various types of this research. These types are classified below according to how much a researcher interferes with or controls the environment.

Naturalistic observation

Taking notes on what is seen is the simplest form of observational research. A researcher makes no interference in naturalistic observation. It’s just watching how people act in their natural environments.

Importantly, there is no attempt to modify factors in naturalistic observation, as there would be when comparing data between a control group and an experimental group.

Case studiesCase studies

A case study is a sort of observational research that focuses on a single phenomenon. It is a naturalistic observation because it captures data in the field. But case studies focus on a specific point of reference, like a person or event, while other studies may have a wider scope and try to record everything that happens in the researcher’s eyes.

For example, a case study of a single businessman might try to find out how that person deals with a certain disease’s ups and down or loss.

Participant observation

Participant observation is similar to naturalistic observation, except that the researcher is a part of the natural environment they are studying. In such research, the researcher is also interested in rituals or cultural practices that can only be evaluated by sharing experiences.

For example, anyone can learn the basic rules of table Tennis by going to a game or following a team. Participant observation, on the other hand, lets people take part directly to learn more about how the team works and how the players relate to each other.

It usually includes the researcher joining a group to watch behavior they couldn’t see from afar. Participant observation can gather much information, from the interactions with the people being observed to the researchers’ thoughts.

Controlled observation

A more systematic structured observation entails recording the behaviors of research participants in a remote place. Case-control studies are more like experiments than other types of research, but they still use observational research methods. When researchers want to find out what caused a certain event, they might use a case-control study.

Longitudinal observation

This observational research is one of the most difficult and time-consuming because it requires watching people or events for a long time. Researchers should consider longitudinal observations when their research involves variables that can only be seen over time.

After all, you can’t get a complete picture of things like learning to read or losing weight in a single observation. Longitudinal studies keep an eye on the same people or events over a long period of time and look for changes or patterns in behavior.

Observational research methods

When doing this research, there are a few observational methods to remember to ensure that the research is done correctly. Along with other research methods, let’s learn some key research methods of it:

Have a clear objective

For an observational study to be helpful, it needs to have a clear goal. It will help guide the observations and ensure they focus on the right things.

Get permission

Get permission from your participants. Getting explicit permission from the people you will be watching is essential. It means letting them know that they will be watched, the observation’s goal, and how their data will be used.

Unbiased observation

It is important to make sure the observations are fair and unbiased. It can be done by keeping detailed notes of what is seen and not putting any personal meaning on the data.

Hide your observers

In the observation method, keep your observers hidden. The participants should be unaware of the observers to avoid potential bias in their actions.

Documentation

It is important to document the observations clearly and straightforwardly. It will allow others to examine the information and confirm the observational research findings.

Data analysis

Data analysis is the last method. The researcher will analyze the collected data to draw conclusions or confirm a hypothesis.

Pros and cons of observational research

Observational studies are a great way to learn more about how your customers use different parts of your business. There are so many pros and cons of observational research. Let’s have a look at them.

It provides a practical application for a hypothesis. In other words, it can help make research more complete.
You can see people acting alone or in groups, such as customers. So, you can answer a number of questions about how people act as customers.
There is a chance of researcher bias in observational research. Experts say that this can be a very big problem.
Some human activities and behaviors can be difficult to understand. We are unable to see memories or attitudes. In other words, there are numerous situations in which observation alone is inadequate.

Example of observational research

The researcher observes customers buying products in a mall. Assuming the product is soap, the researcher will observe how long the customer takes to decide whether he likes the packaging or comes to the mall with his decision already made based on advertisements.

If the customer takes their time making a decision, the researcher will conclude that packaging and information on the package affect purchase behavior. If a customer makes a quick decision, the decision is likely predetermined.

As a result, the researcher will recommend more and better advertisements in this case. All of these findings were obtained through simple observational research.

How to conduct observational research with QuestionPro?

QuestionPro can help with observational research by providing tools to collect and analyze data. It can help in the following ways:

Define the research goals and question types you want to answer with your observational study . Use QuestionPro’s customizable survey templates and questions to do a survey that fits your research goals and gets the necessary information.

You can distribute the survey to your target audience using QuestionPro’s online platform or by sending a link to the survey.

With QuestionPro’s real-time data analysis and reporting features, you can collect and look at the data as people fill out the survey. Use the advanced analytics tools in QuestionPro to see and understand the data and find insights and trends.

If you need to, you can export the data from QuestionPro into the analysis tools you like to use. Draw conclusions from the collected and analyzed data and answer the research questions that were asked at the beginning of the research.

For a deeper understanding of human behaviors and decision-making processes, explore the realm of Behavioral Research .

To summarize, observational research is an effective strategy for collecting data and getting insights into real-world phenomena. When done right, this research can give helpful information and help people make decisions.

QuestionPro is a valuable tool that can help with observational research by letting you create online surveys, analyze data in real time, make surveys your own, keep your data safe, and use advanced analytics tools.

To do this research with QuestionPro, researchers need to define their research goals, do a survey that matches their goals, send the survey to participants, collect and analyze the data, visualize and explain the results, export data if needed, and draw conclusions from the data collected.

By keeping in mind what has been said above, researchers can use QuestionPro to help with their observational research and gain valuable data. Try out QuestionPro today!

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Frequently Asked Questions (FAQ)

Observational research is a method in which researchers observe and systematically record behaviors, events, or phenomena without directly manipulating them.

There are three main types of observational research: naturalistic observation, participant observation, and structured observation.

Naturalistic observation involves observing subjects in their natural environment without any interference.

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Research Process

What is Observational Study Design and Types

4 minute read

Table of Contents

Most people think of a traditional experimental design when they consider research and published research papers. There is, however, a type of research that is more observational in nature, and it is appropriately referred to as “observational studies.”

There are many valuable reasons to utilize an observational study design. But, just as in research experimental design, different methods can be used when you’re considering this type of study. In this article, we’ll look at the advantages and disadvantages of an observational study design, as well as the 3 types of observational studies.

What is Observational Study Design?

An observational study is when researchers are looking at the effect of some type of intervention, risk, a diagnostic test or treatment, without trying to manipulate who is, or who isn’t, exposed to it.

This differs from an experimental study, where the scientists are manipulating who is exposed to the treatment, intervention, etc., by having a control group, or those who are not exposed, and an experimental group, or those who are exposed to the intervention, treatment, etc. In the best studies, the groups are randomized, or chosen by chance.

Any evidence derived from systematic reviews is considered the best in the hierarchy of evidence, which considers which studies are deemed the most reliable. Next would be any evidence that comes from randomized controlled trials. Cohort studies and case studies follow, in that order.

Cohort studies and case studies are considered observational in design, whereas the randomized controlled trial would be an experimental study.

Let’s take a closer look at the different types of observational study design.

The 3 types of Observational Studies

The different types of observational studies are used for different reasons. Selecting the best type for your research is critical to a successful outcome. One of the main reasons observational studies are used is when a randomized experiment would be considered unethical. For example, a life-saving medication used in a public health emergency. They are also used when looking at aetiology, or the cause of a condition or disease, as well as the treatment of rare conditions.

Case Control Observational Study

Researchers in case control studies identify individuals with an existing health issue or condition, or “cases,” along with a similar group without the condition, or “controls.” These two groups are then compared to identify predictors and outcomes. This type of study is helpful to generate a hypothesis that can then be researched.

Cohort Observational Study

This type of observational study is often used to help understand cause and effect. A cohort observational study looks at causes, incidence and prognosis, for example. A cohort is a group of people who are linked in a particular way, for example, a birth cohort would include people who were born within a specific period of time. Scientists might compare what happens to the members of the cohort who have been exposed to some variable to what occurs with members of the cohort who haven’t been exposed.

Cross Sectional Observational Study

Unlike a cohort observational study, a cross sectional observational study does not explore cause and effect, but instead looks at prevalence. Here you would look at data from a particular group at one very specific period of time. Researchers would simply observe and record information about something present in the population, without manipulating any variables or interventions. These types of studies are commonly used in psychology, education and social science.

Advantages and Disadvantages of Observational Study Design

Observational study designs have the distinct advantage of allowing researchers to explore answers to questions where a randomized controlled trial, or RCT, would be unethical. Additionally, if the study is focused on a rare condition, studying existing cases as compared to non-affected individuals might be the most effective way to identify possible causes of the condition. Likewise, if very little is known about a condition or circumstance, a cohort study would be a good study design choice.

A primary advantage to the observational study design is that they can generally be completed quickly and inexpensively. A RCT can take years before the data is compiled and available. RCTs are more complex and involved, requiring many more logistics and details to iron out, whereas an observational study can be more easily designed and completed.

The main disadvantage of observational study designs is that they’re more open to dispute than an RCT. Of particular concern would be confounding biases. This is when a cohort might share other characteristics that affect the outcome versus the outcome stated in the study. An example would be that people who practice good sleeping habits have less heart disease. But, maybe those who practice effective sleeping habits also, in general, eat better and exercise more.

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Qualitative Research: Observation

Getting Started
Focus Groups
Observation
Case Studies
Data Collection
Cleaning Text
Analysis Tools
Institutional Review

Participant Observation

Photo: https://slideplayer.com/slide/4599875/

Field Guide

Participant Observation Field Guide

What is an observation?

A way to gather data by watching people, events, or noting physical characteristics in their natural setting. Observations can be overt (subjects know they are being observed) or covert (do not know they are being watched).

Researcher becomes a participant in the culture or context being observed.
Requires researcher to be accepted as part of culture being observed in order for success

Direct Observation

Researcher strives to be as unobtrusive as possible so as not to bias the observations; more detached.
Technology can be useful (i.e video, audiorecording).

Indirect Observation

Results of an interaction, process or behavior are observed (for example, measuring the amount of plate waste left by students in a school cafeteria to determine whether a new food is acceptable to them).

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Observations are a type of primary research that involves spending time watching people or other creatures interact with each other and the world around them. Observations are used in nearly every scientific field and can be incredibly useful in gathering information.

Types of Participation

Before observing, consider how you as an observer may alter the event being observed.

How fully will you participate in the event?
Will you simply sit, watch, and take notes with no interaction?
Will you interact with the participants?
Will you become a participant yourself?

These different choices can radically change what you end up observing. The mere presence of an observer may alter the events--and if you interact with participants, you further risk changing what takes place. The other side to this is that by not participating in an event, you may not gain a complete understanding of that event.

How to Observe

When observing, it is especially important to separate observations from your feelings or reactions to observations. A good way to do this is to take your observations in a double-entry notebook. A double-entry notebook has two columns, one for what is directly observed and one is for what the observer interprets from the events. Here is an example:

Observation: The teacher walks around the circle and speaks to each student individually.

Interpretation: The teacher seems to want to make sure that each student understands the assignment.

If you are observing a group that is not found in public (such as a group of card players, a sports team, or a special-interest group), it may be wise to plan to spend multiple sittings with the group. This will allow the group some time to adjust to your presence (and hence, for you to get more accurate observations).

Recordings vs. Note-taking

How will you be observing? Will you be taking notes in a notebook? With a laptop? Will you be recording your observations in some way (with a cell phone, digital camera, video camera, digital recorder, etc.?)

How you choose to observe is another important consideration that can affect the quality and results of your observations. Remember that you cannot capture everything that takes place with a recording or even by taking detailed notes.

What to Observe

Observational skills require some practice! The key to being a good observer is to pay attention to the details of a situation, write as much as you can, and write it as detailed as possible.

Before you observe, you should consider how you will focus your observations--because you can't focus on everything!

Strengthening the reporting of observational studies in epidemiology

What is STROBE?

STROBE stands for an international, collaborative initiative of epidemiologists, methodologists, statisticians, researchers and journal editors involved in the conduct and dissemination of observational studies, with the common aim of STrengthening the Reporting of OBservational studies in Epidemiology .

For STROBE-related entries in PubMed click here .

Aims and use of STROBE

Incomplete and inadequate reporting of research hampers the assessment of the strengths and weaknesses of the studies reported in the medical literature. Readers need to know what was planned (and what was not), what was done, what was found, and what the results mean. Recommendations on the reporting of studies that are endorsed by leading medical journals can improve the quality of reporting.

Observational research comprises several study designs and many topic areas. We aimed to establish a checklist of items that should be included in articles reporting such research – the STROBE Statement. We considered it reasonable to initially restrict the recommendations to the three main analytical designs that are used in observational research: cohort, case-control, and cross-sectional studies. We want to provide guidance on how to report observational research well. Our recommendations are not prescriptions for designing or conducting studies. Also, the checklist is not an instrument to evaluate the quality of observational research.

Further use

The STROBE initiative should be seen as an ongoing process, with future revisions of the recommendations based on comments, critique and new evidence. We welcome translations into other languages and extensions to other observational study designs, for example nested case-control studies, and specific topic areas, for example, genetic and molecular epidemiology.

Note : We ask anyone intending to use the STROBE Statement for further extensions, translations or other STROBE-related work to contact the coordinating group through this website first. This will allow to coordinate efforts and to avoid duplication. The authors of the original STROBE articles hold the copyright. Please, contact us if you wish to re-publish STROBE material in additional journals, books or other media.

All documents and publications produced by the STROBE Initiative are open-access and available for download on this website.

10 Observational Research Examples

observational research examples and definition, explained below

Observational research involves observing the actions of people or animals, usually in their natural environments.

For example, Jane Goodall famously observed chimpanzees in the wild and reported on their group behaviors. Similarly, many educational researchers will conduct observations in classrooms to gain insights into how children learn.

Examples of Observational Research

1. jane goodall’s research.

Jane Goodall is famous for her discovery that chimpanzees use tools. It is one of the most remarkable findings in psychology and anthropology .

Her primary method of study involved simply entering the natural habitat of her research subjects, sitting down with pencil and paper, and making detailed notes of what she observed.

Those observations were later organized and transformed into research papers that provided the world with amazing insights into animal behavior.

When she first discovered that chimpanzees use twigs to “fish” for termites, it was absolutely stunning. The renowned Louis Leakey proclaimed: “we must now redefine tool, redefine man, or accept chimps as humans.”

2. Linguistic Development of Children

Answering a question like, “how do children learn to speak,” can only be answered by observing young children at home.

By the time kids get to first grade, their language skills have already become well-developed, with a vocabulary of thousands of words and the ability to use relatively complex sentences.

Therefore, a researcher has to conduct their study in the child’s home environment. This typically involves having a trained data collector sit in a corner of a room and take detailed notes about what and how parents speak to their child.

Those observations are later classified in a way that they can be converted into quantifiable measures for statistical analysis.

For example, the data might be coded in terms of how many words the parents spoke, degree of sentence complexity, or emotional dynamic of being encouraging or critical. When the data is analyzed, it might reveal how patterns of parental comments are linked to the child’s level of linguistic development.

Related Article: 15 Action Research Examples

3. Consumer Product Design

Before Apple releases a new product to the market, they conduct extensive analyses of how the product will be perceived and used by consumers.

The company wants to know what kind of experience the consumer will have when using the product. Is the interface user-friendly and smooth? Does it fit comfortably in a person’s hand?

Is the overall experience pleasant?

So, the company will arrange for groups of prospective customers come to the lab and simply use the next iteration of one of their great products. That lab will absolutely contain a two-way mirror and a team of trained observers sitting behind it, taking detailed notes of what the test groups are doing. The groups might even be video recorded so their behavior can be observed again and again.

That will be followed by a focus group discussion , maybe a survey or two, and possibly some one-on-one interviews.

4. Satellite Images of Walmart

Observational research can even make some people millions of dollars. For example, a report by NPR describes how stock market analysts observe Walmart parking lots to predict the company’s earnings.

The analysts purchase satellite images of selected parking lots across the country, maybe even worldwide. That data is combined with what they know about customer purchasing habits, broken down by time of day and geographic region.

Over time, a detailed set of calculations are performed that allows the analysts to predict the company’s earnings with a remarkable degree of accuracy .

This kind of observational research can result in substantial profits.

5. Spying on Farms

Similar to the example above, observational research can also be implemented to study agriculture and farming.

By using infrared imaging software from satellites, some companies can observe crops across the globe. The images provide measures of chlorophyll absorption and moisture content, which can then be used to predict yields. Those images also allow analysts to simply count the number of acres being planted for specific crops across the globe.

In commodities such as wheat and corn, that prediction can lead to huge profits in the futures markets.

It’s an interesting application of observational research with serious monetary implications.

6. Decision-making Group Dynamics

When large corporations make big decisions, it can have serious consequences to the company’s profitability, or even survival.

Therefore, having a deep understanding of decision-making processes is essential. Although most of us think that we are quite rational in how we process information and formulate a solution, as it turns out, that’s not entirely true.

Decades of psychological research has focused on the function of statements that people make to each other during meetings. For example, there are task-masters, harmonizers, jokers, and others that are not involved at all.

A typical study involves having professional, trained observers watch a meeting transpire, either from a two-way mirror, by sitting-in on the meeting at the side, or observing through CCTV.

By tracking who says what to whom, and the type of statements being made, researchers can identify weaknesses and inefficiencies in how a particular group engages the decision-making process.

See More: Decision-Making Examples

7. Case Studies

A case study is an in-depth examination of one particular person. It is a form of observational research that involves the researcher spending a great deal of time with a single individual to gain a very detailed understanding of their behavior.

The researcher may take extensive notes, conduct interviews with the individual, or take video recordings of behavior for further study.

Case studies give a level of detailed information that is not available when studying large groups of people. That level of detail can often provide insights into a phenomenon that could lead to the development of a new theory or help a researcher identify new areas of research.

Researchers sometimes have no choice but to conduct a case study in situations in which the phenomenon under study is “rare and unusual” (Lee & Saunders, 2017). Because the condition is so uncommon, it is impossible to find a large enough sample of cases to study with quantitative methods.

Go Deeper: Pros and Cons of Case Study Research

8. Infant Attachment

One of the first studies on infant attachment utilized an observational research methodology . Mary Ainsworth went to Uganda in 1954 to study maternal practices and mother/infant bonding.

Ainsworth visited the homes of 26 families on a bi-monthly basis for 2 years, taking detailed notes and interviewing the mothers regarding their parenting practices.

Her notes were then turned into academic papers and formed the basis for the Strange Situations test that she developed for the laboratory setting.

The Strange Situations test consists of 8 situations, each one lasting no more than a few minutes. Trained observers are stationed behind a two-way mirror and have been trained to make systematic observations of the baby’s actions in each situation.

9. Ethnographic Research

Ethnography is a type of observational research where the researcher becomes part of a particular group or society.

The researcher’s role as data collector is hidden and they attempt to immerse themselves in the community as a regular member of the group.

By being a part of the group and keeping one’s purpose hidden, the researcher can observe the natural behavior of the members up-close. The group will behave as they would naturally and treat the researcher as if they were just another member. This can lead to insights into the group dynamics , beliefs, customs and rituals that could never be studied otherwise.

10. Time and Motion Studies

Time and motion studies involve observing work processes in the work environment. The goal is to make procedures more efficient, which can involve reducing the number of movements needed to complete a task.

Reducing the movements necessary to complete a task increases efficiency, and therefore improves productivity. A time and motion study can also identify safety issues that may cause harm to workers, and thereby help create a safer work environment.

The two most famous early pioneers of this type of observational research are Frank and Lillian Gilbreth.

Lilian was a psychologist that began to study the bricklayers of her husband Frank’s construction company. Together, they figured out a way to reduce the number of movements needed to lay bricks from 18 to 4 (see original video footage here ).

The couple became quite famous for their work during the industrial revolution and

Lillian became the only psychologist to appear on a postage stamp (in 1884).

Why do Observational Research?

Psychologists and anthropologists employ this methodology because:

Psychologists find that studying people in a laboratory setting is very artificial. People often change their behavior if they know it is going to be analyzed by a psychologist later.
Anthropologists often study unique cultures and indigenous peoples that have little contact with modern society. They often live in remote regions of the world, so, observing their behavior in a natural setting may be the only option.
In animal studies , there are lots of interesting phenomenon that simply cannot be observed in a laboratory, such as foraging behavior or mate selection. Therefore, observational research is the best and only option available.

Read Also: Difference Between Observation and Inference

Observational research is an incredibly useful way to collect data on a phenomenon that simply can’t be observed in a lab setting. This can provide insights into human behavior that could never be revealed in an experiment (see: experimental vs observational research ).

Researchers employ observational research methodologies when they travel to remote regions of the world to study indigenous people, try to understand how parental interactions affect a child’s language development, or how animals survive in their natural habitats.

On the business side, observational research is used to understand how products are perceived by customers, how groups make important decisions that affect profits, or make economic predictions that can lead to huge monetary gains.

Ainsworth, M. D. S. (1967). Infancy in Uganda . Baltimore: Johns Hopkins University Press.

Ainsworth, M. D. S., Blehar, M., Waters, E., & Wall, S. (1978). Patterns of attachment: A

psychological study of the Strange Situation. Hillsdale: Erlbaum.

Crowe, S., Cresswell, K., Robertson, A., Huby, G., Avery, A., & Sheikh, A. (2011). The case study approach. BMC Medical Research Methodology , 11 , 100. https://doi.org/10.1186/1471-2288-11-100

d’Apice, K., Latham, R., & Stumm, S. (2019). A naturalistic home observational approach to children’s language, cognition, and behavior. Developmental Psychology, 55 (7),1414-1427. https://doi.org/10.1037/dev0000733

Lee, B., & Saunders, M. N. K. (2017). Conducting Case Study Research for Business and Management Students. SAGE Publications.

Dave Cornell (PhD)

Dr. Cornell has worked in education for more than 20 years. His work has involved designing teacher certification for Trinity College in London and in-service training for state governments in the United States. He has trained kindergarten teachers in 8 countries and helped businessmen and women open baby centers and kindergartens in 3 countries.

Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 25 Positive Punishment Examples
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 25 Dissociation Examples (Psychology)
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 15 Zone of Proximal Development Examples
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ Perception Checking: 15 Examples and Definition

Chris Drew (PhD)

This article was peer-reviewed and edited by Chris Drew (PhD). The review process on Helpful Professor involves having a PhD level expert fact check, edit, and contribute to articles. Reviewers ensure all content reflects expert academic consensus and is backed up with reference to academic studies. Dr. Drew has published over 20 academic articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education and holds a PhD in Education from ACU.

Chris Drew (PhD) #molongui-disabled-link 25 Positive Punishment Examples
Chris Drew (PhD) #molongui-disabled-link 25 Dissociation Examples (Psychology)
Chris Drew (PhD) #molongui-disabled-link 15 Zone of Proximal Development Examples
Chris Drew (PhD) #molongui-disabled-link Perception Checking: 15 Examples and Definition

observational research report

IMAGES

VIDEO

COMMENTS

6.5 Observational Research

What Is Observational Research?

Naturalistic Observation

Participant Observation

Structured Observation

Case Studies

The Case of “Anna O.”

Archival Research

Key Takeaways

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Organizing Your Social Sciences Research Assignments

How to Approach Writing a Field Report

Structure and Writing Style

Observational Research – Methods and Guide

Observational Research

Observation

Types of Observational Research

Naturalistic Observation

Controlled Observation

Participant Observation

Structured Observation

Unstructured Observation

Cross-Sectional Observation

Longitudinal Observation

Data Collection Methods

Field Notes

Audio and Video Recordings

Surveys and Questionnaires

Time Sampling

Event Sampling

Checklists and Rating Scales

Observational Data Analysis Methods

Descriptive Statistics

Qualitative Analysis

Content Analysis

Time-series Analysis

Inter-observer Reliability Analysis

Multivariate Analysis

Event Coding

Cluster Analysis

Latent Class Analysis

Social network Analysis

Applications of Observational Research

Observational Research Examples

How to Conduct Observational Research

When to use Observational Research

Purpose of Observational Research

Advantages of Observational Research

Disadvantages of Observational Research

About the author

Muhammad Hassan

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32 Observational Research

What Is Observational Research?

Naturalistic Observation

Participant Observation

Structured Observation

Case Studies

The Case of “Anna O.”

Archival Research

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What Is an Observational Study? | Guide & Examples

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Cohort studies

Case–control studies

Cross-sectional studies

Step 1: Identify your research topic and objectives

Step 2: Choose your observation type and technique

Step 3: Set up your observational study

Step 4: Conduct your observation

Step 5: Analyse your data