This is because the business does not have to go and ask the public to f … ill out surveys or arrange focus groups to find out public views on products. So very often the data collected through observation is more reliable than these collected through interview or questionnaire. Upon learning the advantages and disadvantages of qualitative research, you can now determine if this type of research will best suit your needs and preferences in terms of conducting a research. In the world of qualitative research, this can be very difficult to accomplish. This means the scope of data gathering can be extremely limited, even if the structure of gathering information is fluid, because of each unique perspective. This is more powerful an easy to deal with than those questions that focus on what, when and how much.
The Disadvantages of Qualitative Observational Research 1. Research frameworks can be fluid and based on incoming or available data. Meaning it the situations studies exist in the real world. Outside Influences When conduction a naturalistic observation you have almost no control over the influences around you subject. Observation is a qualitative method of collecting and analyzing the information by observing the subjects under the natural or contrived environment. Structured observation refers to a systematic method of data collection, where there is considerable pre-coding and observation that normally takes place.
It sometimes reduces the interest of both observer and observed to continue their observation process. For this reason, researchers prefer the use of direct observation, since they rely more on data collected by themselves than on data provided by others. However, researchers have opportunities to interfere with the process, and this has the potential to skew results. Another disadvantage is close friendships are often resulting from connections with members of the group under study and the covert nature of the research can put a tremendous strain on the researcher, both in and out of the fieldwork setting. As they utilize the observation method without manipulating the state of the world, longitudinal studies have been argued to having less power in terms of detecting causal relationships compared with experiments. One of the biggest disadvantages of conducting longitudinal studies is panel attrition.
Â· The time involved in searching secondary sources is much less than that needed to complete primary data collection. Therefore, aiming to keep the observation objective and free from bias. A little training can make a person perfect, to observe his surroundings. His observational report may in part reflect his biases in describing and interpreting the event. Â· Collecting secondary data leaves more time for making in depth data analysis. The children knew they were being studied and so they may have shown demand characteristics or social desirability effects.
Qualitative observational methods allow the researcher to capture the overt and subtle factors of the research setting. Â· Collecting secondary data and analysing it saves time and effort. Observational Technique Definition Observational marketing research is a qualitative method of collecting and analyzing information obtained through directly or indirectly watching and observing others in natural or planned environments. Additionally, researches may participate in the experience to provide a more informed report. The terminology, vocabulary, and jargon that consumers use when looking at products or services is just as important as the reputation of the brand that is offering them. However, this method is not without drawbacks. Not only does the research cost decrease considerably but also protects the physical integrity of the investigator.
An example of this is the existence of thermal cameras, which have made it possible to record the nightlife of wild animals. The children knew they were being studied and so they may have shown demand characteristics or social desirability effects. An example of an overt observation would be Williams, 1986 study on the media effects on anti-social behaviour in children. Through systematic observation, and a process of induction, the investigator forms hypotheses, which are tested later by using experimental methods. This is because different people have varied perception of things and since this method is unstructured, results might be misinterpreted by some and thus, can be inaccurate. People show their true feelings, reactions, and behaviors when they are not being examined or watched.
Difficult To Keep It Natural As you would imagine, it can be difficult to conduct an examination or experiment on a person without their knowing. The observer himself, during the course of observation, may be affected by the process itself. In this method, the researcher records down all the events that he has observed in the field. Overt observation is when the researcher would tell the pupils that they are being. Also, they will be deceiving the participants and will lack informed consent.
All methods involve observation, but participant observation is characterized by the extent to which its advocates insist on observation and interpretation of a situation, informed by an understanding of the situation from the point of view of the participants rather than the observer. Â· Secondary data is readily available at cheap rates and is usually quite inexpensive. But in observation the observer can directly check the accuracy from the observed. Whereas the unstructured form of observation is conducted for unspecified categories or collecting every event that occurs. Handbook of research for educational communications and technology, 1196-1212. One is never sure that what he is observing is the same as it appears to his eyes. Also data may be openly recorded.
It can also often be used to measure trends over time. It focuses more on their everyday normal life. Having individual perspectives and including instinctual decisions can lead to incredibly detailed data. For the same level of research budget a thorough examination of secondary sources can yield a great deal more information than can be had through a primary data collection exercise. He came to know about their habits, likes, dislikes, problems, perception, different activities and so many other things. Thus, the description may not reflect the true features of an event. The advantages and disadvantages of qualitative research are quite unique.