One of the challenges every social science researcher faces is how to gather and analyze data that reflect true human experience. Although typical research is conducted via observation or questionnaires, human behavior is interrupted through these methods; therefore, the validity of the data collected may be unreliable. For example, when communication graduate researchers use undergraduate communication students to survey for various research projects, the undergraduate population may grow tired or even resentful of completing the surveys. A survey also interrupts or intrudes upon a student’s life; therefore, it may not directly reflect the actual behavior or expected attitude during the natural stream of interactions with that participant. Unobtrusive [Page 1812]measures help to reduce the amount of selection bias and researcher bias throughout a ...
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