SSCI 2900U Lecture Notes - Lecture 6: Field Experiment, Media Bias, Subgroup Analysis
3 Jun 2016
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Document Summary
Structured observation is a technique where a researcher follows explicitly formulated rules for observing, categorizing and recording behaviour observing someone but in a very structured way, with explicit rules. One of its main advantages is the emphasis on the direct observation of behaviours no longer asking someone to ask questions that you have to infer meaning from. In contrast, in survey research behaviour must be inferred from what the respondent reports. Problems of memory: what was done, where it was done, etc: ex: people may underestimate the number of alcoholic drinks they consume in a typical week. Social desirability effect in answering questions: when we want to appear better than we are, ex. If asked how many drinks are you having a week can observe how many actually consumed. Threatening or embarrassing questions not answered sincerely. Participant observation: qualitative method, immersion in a particular social setting for an extended period of time.
