Structured Observation
Overview
Structured observation is a method of data collection in which researchers observe and record behavior according to a set of predefined rules or a structured coding scheme. This method is widely used in various fields such as psychology, sociology, anthropology, and market research. It is often employed when the researcher wants to avoid the potential biases and limitations associated with self-report methods like interviews and questionnaires.
Methodology
The methodology of structured observation involves several steps. First, the researcher identifies the behaviors of interest and develops a coding scheme. The coding scheme is a set of categories or codes that are used to classify and record the observed behaviors. The codes should be mutually exclusive and exhaustive, meaning that every observed behavior should fit into one and only one category.
Next, the researcher selects the observational setting. This could be a natural setting, such as a school or a workplace, or a controlled setting, such as a laboratory. The choice of setting depends on the research question and the nature of the behaviors to be observed.
The researcher then conducts the observation, using the coding scheme to record the behaviors. The observation can be either direct, where the researcher observes the behaviors in person, or indirect, where the behaviors are recorded and observed later.
Finally, the researcher analyzes the data, usually by calculating frequencies or proportions of the different behaviors, and draws conclusions based on the results.
Advantages and Disadvantages
Structured observation has several advantages over other data collection methods. First, it allows the researcher to study behavior in a systematic and objective way, reducing the risk of subjective bias. Second, it can provide rich, detailed data on complex behaviors that may be difficult to capture through self-report methods. Third, it can be used to study behaviors that are difficult to verbalize or that people may not be aware of.
However, structured observation also has some disadvantages. First, it can be time-consuming and labor-intensive, especially if the behaviors are complex or occur infrequently. Second, it may be difficult to develop a coding scheme that accurately captures the behaviors of interest. Third, the presence of the observer may influence the behaviors, a phenomenon known as the Hawthorne Effect.
Applications
Structured observation is used in a wide range of fields and contexts. In psychology, it is often used to study child behavior, social interactions, and nonverbal communication. In sociology and anthropology, it is used to study social norms, roles, and rituals. In market research, it is used to study consumer behavior, such as shopping habits and product usage.