MK 370 Lecture Notes - Lecture 8: Focus Group, Group Dynamics
22 Aug 2016
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Chapter 8 (cn) observation, focus groups, and other qualitative methods. Qualitative research: observing what people do and say. Observation techniques (techniques in which the researcher relies on observation of behavior rather than communicating with a person in order to obtain information). Indirect: direct: observing behavior as it occurs, indirect: observing effects or results of behavior rather than the behavior itself. Disguised vs. undisguised: disguised: subject is unaware that s/he is being observed. Mall tracking: undisguised: respondent is aware of observation. Structured vs. unstructured: structured: researcher identifies beforehand which behaviors to observe and record, unstructured: no restriction is placed on what the observed would note: all behavior in the episode under the study is monitored. Mechanical: human: observer is an actual person, mechanical: human observer is replaced with some form of static observing devise. Pros: insight into actual, not reported, behaviors, certain types of data can be collected only via observation, no chance for recall error, better accuracy, less cost.
