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Evaluation: Observation
This brief is about observation as a data collection method for evaluation. It includes a basic overview of
observation; when to use it; how to plan and conduct it; and its advantages and disadvantages.
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collection needs. Allows you to directly see what people do rather
o Recording sheets and checklists are the than relying on what people say they did.
most standardized way of collecting
observation data and include both preset What are the disadvantages of
questions and responses. These forms are
typically used for collecting data that can be
observation?
easily described in advance (e.g., topics that
might be covered in an HIV prevention Susceptible to observer bias.
lesson). Susceptible to the hawthorne effect, that is,
o Observation guides list the interactions, people usually perform better when they know
processes, or behaviors to be observed with they are being observed, although indirect
space to record open-ended narrative data. observation may decrease this problem.
o Field notes are the least standardized way of Can be expensive and time-consuming compared
collecting observation data and do not to other data collection methods.
include preset questions or responses. Field Does not increase your understanding of why
notes are open-ended narrative data that can people behave as they do.
be written or dictated onto a tape recorder.
Select the sites. Select an adequate number of Resources
sites to help ensure they are representative of the
larger population and will provide an Taylor-Powell E, Steele S. Collecting Evaluation Data:
understanding of the situation you are observing. Direct Observation. University of Wisconsin
Select the observers. You may choose to be the Cooperative Extension. 1996. Available at
only observer or you may want to include others http://learningstore.uwex.edu/pdf/G3658-5.PDF
arningstore.uwex.edu/pdf/G3658-5.PDF
in conducting observations. Stakeholders, other
professional staff members, interns and graduate Evaluation and Civic Activism Curriculum. Module 3: Data
students, and volunteers are potential observers. Collection Methods and Evaluation Tools. Social Policy
Train the observers. It is critical that the Research Associates. Available at
observers are well trained in your data collection http://www.evaluationtools.org/files/Guidelines%2
process to ensure high quality and consistent 0for%20Observations.pdf
data. The level of training will vary based on the
complexity of the data collection and the Performance Evaluation and Monitoring TIPS. No.
individual capabilities of the observers. 4: Using Direct Observation Techniques. USAID Center
Time your observations appropriately. for Development Information and Evaluation. 1996.
Programs and processes typically follow a Available at
sequence of events. It is critical that you http://www.usaid.gov/pubs/usaid_eval/ascii/pnaby
schedule your observations so you are observing 208.txt
the components of the activity that will answer
your evaluation questions. This requires advance Section 6: Direct Observation and Photovoice (Rapid
planning. Appraisal). UCLA Center for Health Policy and
Research.
What are the advantages of observation? http://www.healthpolicy.ucla.edu/HealthData/tw_c
ba25.pdf
Collect data where and when an event or activity
is occurring.
Does not rely on peoples willingness or ability
to provide information.
For further information or assistance, contact the Evaluation Research Team at ert@cdc.gov. You can also contact us via our Website at:
http://www.cdc.gov/healthyyouth/evaluation/index.htm.