Understanding Observational Research: What is the Information Gathered from Observation Called?

Understanding Observational Research: What is the Information Gathered from Observation Called?

Observational research is a type of research design that involves observing and recording the behavior of individuals or groups in their natural setting. This type of research is often used in social sciences, psychology, marketing, and education. Observational research seeks to answer questions about how people behave in different situations and understand the dynamics of social interactions. The information gathered from observation is called data. In this article, we will explore the different types of observational research and the types of data that can be collected.

The Different Types of Observational Research

There are two main types of observational research: naturalistic observation and controlled observation. Naturalistic observation involves observing people in their natural setting without any manipulation or interference from the researcher. This type of observation is often used in anthropology, sociology, and psychology to gain insights into human behavior. Controlled observation involves observing people in a controlled environment where variables are manipulated by the researcher. This type of observation is often used in experimental psychology and marketing research.

Data Collected from Observation

The data collected from observation can be qualitative or quantitative. Qualitative data is descriptive and often involves categorizing observations into themes. This type of data is often collected through naturalistic observation. Quantitative data is numerical and involves measuring and counting behavior. This type of data is often collected through controlled observation. The data collected from observation can also be direct or indirect. Direct data involves observing behavior first hand, while indirect data involves measuring behavior through other means, such as surveys or interviews.

Examples of Observational Research

Observational research can be seen in many fields. In education, it is used to observe students in the classroom to better understand the teaching methods that are most effective. In marketing, it is used to observe shoppers to better understand their behavior and preferences. In anthropology, it is used to understand the behavior of different cultures. In psychology, it is used to study human behavior in different situations.

One example of a study using naturalistic observation is Jane Goodall’s research on chimpanzees in their natural habitat. Her observations provided valuable insights into the behavior and social dynamics of chimpanzees in the wild. In controlled observation, one example is the “Bobo doll” experiment conducted by Albert Bandura, which demonstrated how children model the behavior of adults.

Conclusion

Observational research is a valuable tool for understanding human behavior in different settings. The information gathered from observation is called data, and it can be qualitative or quantitative, direct or indirect. There are two main types of observational research: naturalistic observation and controlled observation. By carefully observing individuals or groups, researchers can gain insights into the dynamics of social interactions and make important discoveries that can be applied in many fields.

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