OBSERVATION METHOD OF DATA COLLECTION

Observation is a technique that involves the systematic selecting, watching, listening, reading,
touching and recording the behaviour and characteristics of living beings, objects or phenomena.
Reasons for using observation method
The researchers adopting this method, attempt to understand behaviour and societies by getting
to know the persons involved and their values, rituals, symbols, beliefs and emotions.
The technique qualifies as a scientific method of data collection when it is specially designed to
answer a research question and is systematically planned and executed with proper controls.
The method’s versatility makes it an indispensable primary source of data and a supplement to
other methods.
Techniques of observation
This technique particularly lends itself to observing community responses to program efforts. It
is the chief method of ethnographers who specializes in community studies. It is also useful for
organizational studies such as observation of clinic operations, activities of field workers and
administrative procedures. An observational study is usually initiated from three different
perspectives, they are;
A. Whether the observation is direct or indirect
B. Whether the observer’s presence is known or unknown and
C. What role does the observer play during the observation
The first approach lead to a study referred to as direct or indirect observation
Direct Observation: Direct observation refers to when the observer remains physically present
and personally monitors what takes place. This approach is very flexible because it allows the
observer to react to and report subtle aspects of events as they occur. During the act of
observation, the observer is free to change the focus of observation, concentrate on unexpected
events, or even change the place of observation if the situation demands it.
Indirect Observation: Indirect observation occur when the recording is done by mechanical.
Photographic, videotape, cameras or other electronic means. For example, a camera may be set
in a departmental store to study customers’ or employees’ movements.
The second approach of observation concerns whether the presence of the observer is known
(overt) or unknown (covert) to the subjects. In an overt study, the observer remains visible to the
observer, and the subjects are aware that they are being observed. In a covert study, on the other
hand, subjects are unaware that they are being observed. The major problem with the overt study
is that it may be reactive. That is, it may makes the subjects ill at ease and cause them to act
differently than they would if they were not being observed.
The covert study uses a concealment approach where the observers shield themselves from the
object of their observations. Often technical means are used, such as one-way mirrors, hidden
cameras or microphones. This method reduces the risk of observer bias but raises ethical issues
in the sense that hidden observation is a form of spying.
The third approach leads to a study we refer to as participant or non-participant observation.
Participant observation: The observer takes part in the situation he or she observes. This
approach enables the observer gain firsthand knowledge by being in and around the social setting
being investigated. With this method, the observer joins in the daily life of the group or
organization he is studying. He watches what happens to the community members and how they
behave. He also engages in conversation with them to discover their reactions to and
interpretations of the events. Prolonged and personal interaction with the research subjects is the
prime advantage of participant observation.
Non-participant observation: The observer watches the situation openly but does not take part in
the situation he or she is observing.

Advantages of the observation method

The observation method of data collection has the following advantages;
1. Directness: The main advantage of observation is its directness. The researcher is able to
collect data at the time they occur. The observer does not have to ask people about their
behaviour and reports from others.
2. Natural Environment: Whereas other data collection techniques introdusce artificially
into the research environment, data collected in an observation study describe the
observed phenomena as they occur in their natural settings. Observation is neither
restrictive nor artificial as the survey or the experiment.
3. Longitudinal Analysis: Since the observation can be conducted in a natural setting, the
observer can conduct his or her study over a much longer period than the survey or
experiment.
4. Non-verbal behaviour: Observation is decidedly superior to survey research,
experimentation or document study for collecting data on non-verbal behaviour. Some
studies focus on individuals who cannot give reports or articulate themselves
meaningfully. For these subjects, the observational method is indispensable. These
include children, crippled and mentally and physically handicapped people.
Disadvantages of the observation method
1. Lack of control: Despite the advantage of the natural environment, the observation study
has little control over extraneous variables hat may affect the data. The presence of a
stranger (the observer) and he error involved in human observation and the recording of
data, which may remain out of the observer’s control, are likely to bias the observations
greatly.
2. Difficult in quantification: Measurement in observational studies generally takes the form
of the observer’s un-quantified perceptions rather than the quantitative measures often
used in the survey and experimental studies.
3. Smallness in sample size: Because observational studies are generally conducted in-
depth, with data that are often subjective and difficult to quantify, the sample size is
usually kept at a minimum. Also, the in-depth of the observation studies generally
requires that they are conducted over an extended period than the survey method or
experiments. This feature tends o limit the size of the sample.
4. No opportunity to learn past: In an observational study, there is no way to know the past.
It is also difficult to gather information on intentions, attitudes or preferences. This
technique can generate quantitative or qualitative data but tends to be used more for
small-scale exploratory studies than large scale quantitative studies. This is because it
usually requires relatively highly skilled observers and analysts, prolonged period of
observation and high cost per unit of observation.