Using Observation Research

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Observation involves looking at the setting, and can be done in various ways, ranging from informal look at what is happening in the structure the appearance of process in any way, such as by realizing what is the specific time or count the number of people, vehicles, or behavior in a given area. In some cases, the viewer can watch unobtrusively, as a spectator, without identifying him or herself to the people are followed. In other cases, the viewer can participate in behavior occurs, either with the knowledge of other participants or without their knowledge, which they think the viewer is just another in the crowd. The examination may also occur with the viewer taking only what he or she can with the naked eye; in other cases, the viewer can use special equipment such as time-lapse photography, video, or aerial photography to take pictures of behavior.

main situations where observation is more relevant than the other methods are as follows:

– Examination of child’s play, so as to determine what type of play activities or products children prefer, and the difference in play different types of children, such as boys and girls, or children of different races. Such activities are best carried out, where it can be difficult to interview and get answers about their game from children, especially those who are very young, and it does not need verbal ability or may not feel comfortable talking to an adult interviewer.

– Assessment of the usage patterns of informal recreation areas, there is no admission fee, so there is no way to control access or get the count, such as by collecting tickets. Also, this method can be useful if most visitors arriving by car, even if there is a fee for each vehicle, where the number of people using the site may be different for each vehicle

-. Determining how people use the site based on where they find themselves in the site or what activities they are engaged in it,

– determine the demographic characteristics or user information about users, short questionnaire could not provide this information or show how different types of people using the facility differently,

– Describe deviant behavior, where people can not speak to the person or answer a questionnaire about behavior that they engage deemed deviant, because it is unacceptable or against the rules,

– Examination consumer behavior or monitor the kind of experience consumers have in store or leisure facility, such as through Mystery Shopping; so the examination could be used to assess the quality of services to consumers, or look at how consumers respond to leisure show and make purchases

– Keep comments that additional studies to counter the effects of different patterns of sampling, and when there are more persons interviewed or answer a questionnaire on the time of day and a lot fewer people in the other time, or when the type of individuals are different in these different times – such as when there are more families with children during the day and more single later in the early evening

– .. Consider how people behave and interact in everyday life, such as when Erving Goffman difference in the way people behave differently in public and private spaces

-. Making comments to develop a theory of how people behave in different social environments with activation from observations of people to build theories

For example, say you wanted to do research on attitudes, motivation, perception of value, race, ethnicity culture and gender in the new startup recreation and entertainment business, you might make the following

-. You may observe demographic characteristics or user profile users by being present when consumers come to use the service or by train employees provide service to consider these characteristics for each customer. It would be best to make such observations with the naked eye, since it would probably not be a good idea to use the camera or video equipment to monitor, where consumers may not feel comfortable being photographed using the service and it seems unethical and a violation of privacy expected to use such services to have a hidden camera. It would be useful to know such demographic information about age, gender, race and ethnic consumer and note any differences in their use at different times and days, as this could help in the marketing and promotion services to these target markets.

– You can use observation of consumer behavior and the type of experience consumers have in store or leisure facilities to see what the actual experience for consumers to see the kind of communication that takes place between consumers and service. Such a study could be useful as a form of quality control to determine whether the consumer retains the full experience and whether workers are effective in providing this service. Then this observation may be related to whether the customer uses the service again or rated customer service in the questionnaire

-. You can use observation of how people behave and interact in everyday life to look at how people go in a position to use the service, as Ervin Goffman and other scholars in sociology and anthropology have observed people in business in bars and restaurants. It may be useful to monitor how people learn about the service, check for, and experience the activity, said at a trade fair or business fair, which could help to improve methods of attracting people to services and improve service.

– Finally, you can make comments to develop theories about how people behave in different social environments, such as by looking at how different types of people involved in the experience in different settings. For example, businessmen experience the service at a conference or trade show may be different from women who received services at the shopping center and youth receiving services in person or community may be different from older adults experience it in a restaurant, bar, or massage therapy center. It may be useful to monitor different behavior and use of stimulation to develop several different theories about the motivations and attitudes of the value of different types of consumers in different settings.

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