Deck 9: Collecting Primary Data Through Observation

Question 1

Observation is used only in qualitative research.

Answer 1

False

Question 2

"Systematic observation, recording, description, analysis and interpretation of people's behaviour." What type of observation does this definition apply to?

A) Structured
B) Participant
C) Photographic
D) All of these

Answer 2

All of these

Question 3

Participant observation can NOT be used to collect quantitative data.

Answer 3

False

Question 4

Which variant of observation places emphasis on discovering the meanings people attach to their actions?

A) Participant
B) Analytic
C) Structured
D) Immersive

Question 5

Which philosophical research paradigm would you most associate with participant observation?

A) Positivism
B) Interpretivism
C) Direct realism
D) Epistemology

Question 6

Well managed observation can be both valid and reliable.

Question 7

Immersion in observational research means ________.

A) The point where you generate no new data
B) Gaining initial access to your sample
C) Total involvement in the daily life of your research setting
D) Paying attention to all the details

Question 8

A prevalent form of data analysis used in participant observation is analytic induction.

Question 9

Participant observation is a good way of gathering contextual information for your other data.

Question 10

"The individual derives a sense of identity from interaction and communication with others." To what does this definition refer?

A) Immersive observation
B) Symbolic interactionism
C) Interactive participation
D) Reflexivity

Question 11

Which of the following is NOT a researcher role?

A) Participant as observer
B) Observer as participant
C) Complete participant
D) None of the above

Question 12

"The researcher observes activity and reveals their identity." Which researcher role does this describe?

A) Complete participant
B) Complete observer
C) Observer as participant
D) Participant as observer

Question 13

"The researcher conceals their identity and observes activity." Which researcher role does this describe?

A) Complete participant
B) Complete observer
C) Observer as participant
D) Participant as observer

Question 14

The concept used in the social sciences to explore and deal with the relationship between the researcher and the object of research is called ________.

A) Reflexivity
B) Anonymity
C) Objectivity
D) Synchronicity

Question 15

Why is the "complete participant" researcher role ethically problematic?

A) You gain the trust of participants
B) You are spying on participants
C) You do not take part in activities
D) Your notes will be biased

Question 16

Observer effects do not usually exist after a few days of the researcher's presence.

Question 17

What is "analytic reflection" a process of?

A) Reflection on activities by key informants
B) Mirroring your informants behaviours
C) Reflection on your observations in the field
D) None of the above

Question 18

A diary is a good way to collect primary observations.

Question 19

You should not keep notes on your own experiences whilst gathering participant observation data.

Question 20

"Statements by observers of what happened or was said" is a definition of ________.

A) Primary observations
B) Tertiary observations
C) Secondary observations
D) Experiential observations

Question 21

Personal skills, time and access will determine your choice of participant observation role.

Question 22

Narrative accounts in academic research should go further than description because ________.

A) Otherwise they will not be valid
B) There will be no theoretical contribution
C) Description is unreliable in narrative
D) It is the purpose of research to explain research settings

Question 23

How does being open about your identity as a researcher help your data collection?

A) Makes note taking easier
B) It changes informants behaviour
C) It reduces observer bias
D) It means you do not need to be reflexive

Question 24

"Studying phenomena in their natural context" is called ________.

A) Face validity
B) External validity
C) Ecological validity
D) Analytic validity

Question 25

"Kirstin is working on a production line at a cosmetics factory as a summer job. She decides to observe the 'line' as a social group and in particular how her colleagues 'cover' for each other so they can take extra breaks. She decides not to tell her colleagues what she is doing." Which researcher role is Kirstin taking?

A) Researcher as participant
B) Complete participant
C) Participant as researcher
D) Structured observer

Question 26

Observer bias cannot be avoided but it can be controlled through ________.

A) Informant verification
B) Awareness that it exists
C) Critical self-questioning
D) All of the above

Question 27

Responsiveness is prized over predetermined structure in participant observation.

Question 28

"Caroline is researching health and safety issues in a call centre. She is interested in the length of time operators are seated for, whether they take regular breaks from their screens and their posture." What variant of observation would be most appropriate for her to use?

A) Structured
B) Participant as observer
C) Complete participant
D) She should not use observation

Question 29

Which of these is NOT a disadvantage of participant observation?

A) High role conflict for the researcher
B) Significant observer bias
C) Difficult ethical dilemmas are posed
D) It heightens the researcher's awareness of social processes

Question 30

Which of these is an advantage of participant observation?

A) It is a demanding methodology
B) Virtually all data are useful
C) Participants will act naturally
D) Observer bias will be minimised

Question 31

Which of these is the main advantage of structured researcher observation over respondent kept diaries?

A) The researcher is a detached observer
B) It is cheaper
C) It is quicker
D) The researcher can immerse themselves in the data

Question 32

"Sally wants to monitor the number of non work-related websites employees visit during office hours. She works in the IT department and decides to monitor the access logs for each computer." What is the problem with this approach?

A) The data will be too difficult to analyse
B) She is breaching the data protection act
C) It is an invasion of employee privacy
D) She will encounter measurement bias

Question 33

Which of these is NOT an advantage of structured observation?

A) Results are likely to be replicable
B) Data is collected in its natural setting
C) The researcher can uncover the meaning of actions
D) It enables attention to be paid to mundane activities

Question 34

When collecting data through observation, what is a "coding schedule"?

A) A computer programme that generates observational categories
B) A structured form to record the type and frequency of observations
C) The days and times you will be present to observe
D) A diary kept by a participant

Question 35

You are observing gender dynamics during a board meeting. Which of the following might appear on your coding schedule?

A) Number of contributions made to the meeting by each person
B) Incidences of 'talking over' women by men
C) Points raised by women that are dismissed without discussion
D) All of the above

Question 36

Structured observation is a quick and cheap way of getting research data.

Question 37

Which of these is the name given to a coding schedule you have not devised yourself?

A) Off-the-shelf
B) Secondary schedule
C) Off-the-peg
D) A questionnaire

Question 38

Which of these is NOT a factor that should be taken into account when designing categories on a coding schedule?

A) Mutually exclusive
B) Explicitly defined
C) Focused
D) Context dependent

Question 39

Victor is observing customer behaviour in a car showroom. Which of the following categories would best categorise the concept 'buying signals' (e.g. that the customer is interested in making a purchase and needs help)?

A) The number of customers in the party
B) Looking around for a salesperson
C) How many cars they look at
D) Something else

Question 40

"Lee wants to observe what people do when they visit the gym. He visits every morning between 9 and 12 every day for two weeks. His coding schedule covers apparent age, and sex of the people being observed, plus a category for each piece of equipment they use." Why is his data likely to be biased?

A) Because he did not vary the times of his observation
B) Because he did not have mutually exclusive categories
C) Because he did not list all the equipment in the gym
D) Because he did not ask people for demographic information

Question 41

You should choose subjects to observe that are 'normal' examples of your population to avoid ________.

A) Time error
B) Observer error
C) Subject error
D) Data error

Question 42

Notes from participant observation should be recorded ________.

A) As quickly as possible after the event while it is fresh in your mind
B) A while after an event so you can let its meaning 'sink in' first
C) After you have discussed your observations with others
D) At the end of your time in the field

Question 43

Observation is a form of ________.

A) Quantitative research
B) Primary research
C) All of the above
D) None of the above

Question 44

Trained observers ________.

A) Pass on respondent details
B) Observe the correct events
C) Probe carefully
D) Ask important questions

Question 45

When a researcher goes shopping with a respondent this is known as ________.

A) Mechanical observation
B) Covert observation
C) Participant observation
D) Structured observation

Question 46

Mutually exclusive categories on a coding schedule ensure a behaviour cannot be recorded in more than one box.

Question 47

You should not begin to analyse data generated by participant observation until you have left the research site.

Question 48

You are observing how children influence their parents when shopping in a supermarket, which ONE of these recording methods would be most effective in capturing the importance of body language?

A) Making notes
B) Tape recording a commentary
C) Still photography
D) Video recording

Question 49

Structured observation is concerned with the frequency of events, not their meaning.

Question 50

Data analysis can be performed on structured observation findings by ________.

A) Looking for patterns between different categories
B) Compiling descriptive statistics
C) Comparing the frequency of observations with a predetermined objective
D) All of the above