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Methods
OBSERVATION
University of Gloucestershire
2010
Topics
Types of observation
participant
Shadowing
Apprenticing
Value of observations
Pitfalls of observations
University of Gloucestershire
2010
Participant Observation
An agreed session with a subject performing a task
The purpose is to see how a task is performed; not to assess
the performance
The subject should be asked for willing permission to be
observed before the session
Participant Observation
Observation consists of
taking field notes on
the participants
the setting
the purpose
the social behavior
frequency and duration of phenomena.
Observations may be made of:
non-verbal behavior
verbal behavior
physical phenomena.
. Problems include sampling, reliability and validity, as well
as observer influence and memory distortion.
University of Gloucestershire
2010
Stages in Observation
Define Problems and Indicators to be
studied
Decide on what and how to record:
Do you need a camera, or video, or
notebook?
Develop relationship with participants
Carry out exercise
Analyse observations
Compare results against models and
literature
Infer conclusions
University of Gloucestershire
2010
Analysis of observations
Ethical considerations in
observation
University of Gloucestershire
2010
Research Observation
To qualify as research, observation
University of Gloucestershire
2010
University of Gloucestershire
2010
Shadowing
Extended period of
observation
Follow one stakeholder for
day to 1 day
Focus is on responsibility of
job role, not on understanding
a task workflow
University of Gloucestershire
2010
Shadowing 2
When:
At outset of study
If process cannot be easily described
If there is sufficient time
Why
Opportunity to build a rapport with your stakeholder
Progress from Front story to Back story
Chance to understand processes from the inside
Help pick up Taken-forgranted knowledge
Chance to find Taken for granted issues
University of Gloucestershire
2010
Apprenticing
Try actually doing the job yourself.
University of Gloucestershire
2010
Pitfalls in observation
Subjects may feel selfconscious (Memories of
time and motion studies)
They may not be able to
explain why they do a task a
certain way
A single observation cannot
be generalised to a rule
University of Gloucestershire
2010
Uses of Observation
Whichever form you use:
It is a complement to interviews, focus groups and
surveys : by itself it will tell you little
It can uncover omitted aspects that a subject has
overlooked (Taken-for-granted)
It can help you understand the process better
Use it to help build a positive relationship with your
stakeholders
University of Gloucestershire
2010