2.Structuredobservation.ppt

Slide 9.* Saunders, Lewis and Thornhill, Research Methods in Business, 4th Edition ? Pearson Education Limited 2007 Ch 9. Collecting primary data through observation Participation observation (1) Researcher’s roles (2) Factors that determine the choice (3) Data collection and analysis (4) Threats to reliability and validity 2. Structured observation (1) Data collection and analysis (2) Threats to reliability and validity Participant vs. Structured Participant observation: - qualitative data collection methods - Derives from social anthropology - Discover the meanings that people attach to their actions Structured observation: - Quantitative data collection methods - Concerns with quantifying behaviour, e.g. Frequency of people’s actions - A systematic and a high level of predetermined structure Figure 5.1 The research ‘onion’ Source: ? Mark Saunders, Philip Lewis and Adrian Thornhill 2006 (1) (2) (3) (4) (5) (6) Knowledge recall Philosophical perspectives: Ontology objectivism, subjectivism pragmatism, Epistemology positivism, realism, interpretivism, Epistemology: concerns with the methods. Can this research approach be the same as the approach to studying the natural sciences? Ontology: concerns with the view on nature of reality. The assumption about the way the research objects operates. The commitment held to particular view. Knowledge recall 1. Participant observation Definition - Researcher attempts to participate fully in the lives and activities and becomes a member of their group, org. or community. - This enables researchers to share their experiences by not merely observing what is happening but also feeling it. Researcher immerse in the research setting, with the objective of sharing in people’s lives while attempting to learn their symbolic world. It is not popular in management and business research, but possibly in combination with other methods. Researcher’s role in participant observation (1) researcher’s ro