Observational Research Methods

Uses and Origins of Observational Research

Observational or field research most notably entails an extended period of immersion by a researcher within a particular social or environmental setting. During the period of observation,[Page 1116] the researcher keeps detailed field notes, which will later be analyzed as qualitative data. Because this form of research takes place in a natural, nonexperimental setting, the researcher should be prepared for unexpected changes in the setting or for activities by observed individuals that are unanticipated. In an observational design, the researcher is also charged with developing a standard logic of observation (including time parameters, level of participation and interaction with observed individuals, and field note strategies) that will be maintained for the duration of the observation.

Observational research carried out in the field can be more useful than laboratory or controlled research, depending on the kinds of research questions posed. For example, if a research question relates to issues of how individuals interact, observation in a natural setting may be more appropriate. Similarly, if the setting itself may play a role in the nature of a given society or population’s interaction, observational research can be far more beneficial than laboratory research. Typically, any time a researcher believes that detailed analysis of a societal setting may be of value, an observational method is worth considering. When little is known about a given setting or population, an observational method can be useful as either a full research study or a pilot project to determine the viability and value of future research. Many researchers believe that observation in a natural setting helps to eliminate any biases that may be inherent in laboratory research. However, the presence of researcher bias remains a real concern.

Observational methods are likely as old as science itself, but the language we use to discuss these methods today can be traced to the rise in ethnographic and anthropological research in the late 19th and early 20th centuries and more specifically, to the work of pioneers in these fields, including Margaret Mead and E. E. Evans-Pritchard. Today, observational designs are used within both academic and industry research models. These methods or often discussed or considered within the context of ethnographic research, and they have applications within all of the social sciences. Outside of the academy, observational techniques have been used within various kinds of marketing or industry research, in everything from observing media consumption patterns to examining interactions between health care providers and patients. Typically, these techniques are used as a supplement to experimental or survey designs, particularly in cases where self-reported data might be deemed unreliable. In addition, in cases in which the research participants may be less familiar to the researchers, a short observational period can serve as a jumping off point for additional research.

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