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Introduction to
Observational Studies
Presented by Ruth Ronan and Andrea Sicari




Adapted from "Using Observation to Evaluate Extension Programs" by Paul McCawley, University
of Idaho
Presentation Outline
 Observational study defined
 Types of observational studies
 Observation study examples
Observation
A type of data
collection that
involves the
watching, inspecting,
and taking note of
behaviors and the
environment.
Observational Studies
  Method         When to Use              Time Required       Cost          Resources Required

                                    Conduct or     Analyze                  HRD         Management
                                    Implement       Data

Observations   Used for             Low           Low to     Low     Time
               conducting                         medium
               strategic, job and                                    Availability of
               task analysis or                                      individuals
               knowledge and
               skills                                                Knowledge of the
               assessment.                                           performance to
               Document                                              be observed
               performance.
               Observe                                               Observation form
               frequencey of
               performance.
               Document
               amount of time
               taken to perform
               a task
Qualitative or Unstructured
Observation
   In qualitative
    research, a
    hypothesis is not
    needed to begin
    research.
   “participant
    observation”
   It relies on the skills
    of the observer to
    recognize and
    record, behaviors.
   Used to obtain an
    initial feel for a
    situation.
Quantitative or Structured
Observation
 Requires a hypothesis
  before research can
  begin.
 Observers are trained to
  count, record, and
  summarize data about
  predetermined
  behaviors.
 Can be conducted after
  unstructured observation
  to increase the reliability
  of observations and
  provide an accurate way
  to report data.
 Reduces the potential
  for bias.
Observational Situations
 SITUATION:
 People Watching
   People
 EXAMPLE:
Observers stationed in
supermarkets watch
consumers check out
their groceries. The
purpose is to see how
much “prepared” vs.
“fresh” food is
purchased.
Observational Situations
 SITUATION:
People Watching
Phenomena
 EXAMPLE:
Observer stationed at
the fair counting
visitors moving in
various directions.
Tips for Unobtrusive Observation
   Observe: be quiet,
    watch, understand
   Don't explain
   Don't ask the
    subject's opinion
   Don't defend the
    design
   Don't apologize
   Don't suggest
   Don't contradict or
    agree with your
    subject: stay neutral
References
Abrams, Bill. 2000. Observational Research
 Handbook: Understanding How Consumers
 Live with Your Product. McGraw-Hill.
Medley, D. M. & Mitzel, H. E. 1963.
 Measuring Classroom Behavior by
 Systematic Observation. In N. L. Gage
 (ed.), Handbook of Research on Teaching
 (pp.247-328). Chicago: Rand McNally.
Gupta, K. et al. 2007. A Practical Guide to
 Needs Assessment. San Francisco: John
 Wiley and Sons.

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Observational Studies

  • 1. Introduction to Observational Studies Presented by Ruth Ronan and Andrea Sicari Adapted from "Using Observation to Evaluate Extension Programs" by Paul McCawley, University of Idaho
  • 2. Presentation Outline  Observational study defined  Types of observational studies  Observation study examples
  • 3. Observation A type of data collection that involves the watching, inspecting, and taking note of behaviors and the environment.
  • 4. Observational Studies Method When to Use Time Required Cost Resources Required Conduct or Analyze HRD Management Implement Data Observations Used for Low Low to Low Time conducting medium strategic, job and Availability of task analysis or individuals knowledge and skills Knowledge of the assessment. performance to Document be observed performance. Observe Observation form frequencey of performance. Document amount of time taken to perform a task
  • 5. Qualitative or Unstructured Observation  In qualitative research, a hypothesis is not needed to begin research.  “participant observation”  It relies on the skills of the observer to recognize and record, behaviors.  Used to obtain an initial feel for a situation.
  • 6. Quantitative or Structured Observation  Requires a hypothesis before research can begin.  Observers are trained to count, record, and summarize data about predetermined behaviors.  Can be conducted after unstructured observation to increase the reliability of observations and provide an accurate way to report data.  Reduces the potential for bias.
  • 7. Observational Situations SITUATION: People Watching People EXAMPLE: Observers stationed in supermarkets watch consumers check out their groceries. The purpose is to see how much “prepared” vs. “fresh” food is purchased.
  • 8. Observational Situations SITUATION: People Watching Phenomena EXAMPLE: Observer stationed at the fair counting visitors moving in various directions.
  • 9. Tips for Unobtrusive Observation  Observe: be quiet, watch, understand  Don't explain  Don't ask the subject's opinion  Don't defend the design  Don't apologize  Don't suggest  Don't contradict or agree with your subject: stay neutral
  • 10. References Abrams, Bill. 2000. Observational Research Handbook: Understanding How Consumers Live with Your Product. McGraw-Hill. Medley, D. M. & Mitzel, H. E. 1963. Measuring Classroom Behavior by Systematic Observation. In N. L. Gage (ed.), Handbook of Research on Teaching (pp.247-328). Chicago: Rand McNally. Gupta, K. et al. 2007. A Practical Guide to Needs Assessment. San Francisco: John Wiley and Sons.