science

Observational techniques

Observational techniques is a science topic covered in the lgStudy science library. This page brings together a partial reference excerpt, illustrations, worked examples, real-world applications and a short study plan, so you can understand Observational techniques rather than just read about it. In short: In marketing and the social sciences, observational research (or field research) is a social research technique that involves the direct observation of phenomena in their natural setting. This differentiates it from experimental research in which a quasi-artificial environment is created to control for spurious factors, and where at least one of the variables is manipulated as part of the experilovement.

Key takeaways

Observational techniques belongs to science; place it in that map before memorising details.
Learn the definition first, then one example that makes the definition concrete.
Connect Observational techniques to a quantity you can measure, compute or draw — that is where exam questions come from.
Reproduce the core statement of Observational techniques from memory before moving on to harder problems.

Reference excerpt

In marketing and the social sciences, observational research (or field research) is a social research technique that involves the direct observation of phenomena in their natural setting. This differentiates it from experimental research in which a quasi-artificial environment is created to control for spurious factors, and where at least one of the variables is manipulated as part of the experilovement.

In context Observational research is a method of data collection that has become associated with qualitative research. Compared with quantitative research and experimental research, observational research tends to be less reliable but often more valid. The main advantage of observational research is flexibility. The researchers can change their approach as needed. Observational research measures behavior directly, rather than the subject's self-reports of behavior or intentions. The main disadvantage is it is limited to behavioral variables. It cannot be used to study cognitive or affective variables.

Data collection methods Generally, there are three methods used to collect data in observational research:

Covert observational research – The researchers do not identify themselves. Either they mix in with the subjects undetected, or they observe from a distance. The advantages of this approach are: (1) It is not necessary to get the subjects' cooperation, and (2) The subjects' behaviour will not be contaminated by the presence of the researcher. Some researchers have ethical misgivings with the deceit involved in this approach. Overt observational research – The researchers identify themselves as researchers and explain the purpose of their observations. The problem with this approach is subjects may modify their behaviour when they know they are being watched. They portray their "ideal self" rather than their true self in what is called the Hawthorne Effect. The advantage that the overt approach has over the covert approach is that there is no deception (see, for example, PCIA-II Participant Observation – The researcher participates in what they are observing so as to get a finer appreciation of the phenomena.

In marketing research In marketing research, the most frequently used types of observational techniques are:

Personal observation observing products in use to detect usage patterns and problems observing license plates in store parking lots determining the socio-economic status of shoppers determining the level of package scrutiny determining the time it takes to make a purchase decision Mechanical observation eye-tracking analysis while subjects watch advertisements oculometers – what the subject is looking at pupilometers – how interested is the viewer electronic checkout scanners – records purchase behaviour on-site cameras in stores people meters (as in monitoring television viewing) e.g.Nielsen box voice pitch meters – measures emotional reactions psychogalvanometer – measures galvanic skin response Audits retail audits to determine the quality of service in stores inventory audits to determine product acceptance shelf space audits scanner based audits Trace Analysis credit card records computer cookie records garbology – looking for traces of purchase patterns in garbage detecting store traffic patterns by observing the wear in the floor (long term) or the dirt on the floor (short term) exposure to advertisements Content analysis observe the content of magazines, television broadcasts, radio broadcasts, or newspapers, either articles, programs, or advertisements

Worked examples

Example 1 — a first encounter with Observational techniques

Start with the simplest possible case. Write down what Observational techniques claims or describes in one sentence, then invent the smallest concrete situation in which that sentence is true. In science, the smallest case is usually a single object, a single equation or a single measurement. Check that every symbol or term in your sentence has a meaning in that case.

Example 2 — changing one variable

Take the situation from Example 1 and change exactly one quantity: double it, halve it, or set it to zero. Predict what should happen to Observational techniques before you calculate. Comparing your prediction with the result is the fastest way to find out whether you understand the idea or only the words.

Example 3 — an exam-style question

Typical questions about Observational techniques ask you to (a) state it precisely, (b) apply it to given data, and (c) explain a limitation. Practise writing all three answers in under five minutes; the third part is what separates a full-mark answer from an average one.

Applications of Observational techniques

In research: Observational techniques appears in science research whenever the underlying quantities have to be modelled precisely. Papers usually cite it as a starting assumption and then explore where it breaks down.
In technology and industry: Engineering practice reuses Observational techniques in design rules, simulations and safety margins. Knowing the idea lets you read a specification sheet and understand why the numbers look the way they do.
In the classroom: Observational techniques is common in secondary-school and first-year university syllabi. It links to neighbouring topics Market research, Marketing techniques, Qualitative research, so understanding it makes those chapters shorter.
In everyday life: Look for Observational techniques outside the textbook — in sport, cooking, traffic, electronics or the sky above you. An example you found yourself is remembered far longer than one you were given.

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How to study Observational techniques in 20 minutes

Read the reference excerpt below once, without taking notes.
Close the page and write down what Observational techniques means in your own words.
Compare your version with the excerpt and mark what you missed.
Work through the three examples above with pen and paper.
Explain Observational techniques out loud to somebody else — or to Teacher Smith in the lgStudy chat.

Frequently asked questions

What is Observational techniques in simple terms?

Why does Observational techniques matter?

Because it connects several science ideas at once: it gives you a definition you can apply, a quantity you can calculate, and a way to check whether a result is plausible.

How should I study Observational techniques?

Read the excerpt, restate it from memory, then work through the examples and applications listed on this page. The five-step study plan above takes about twenty minutes.

What does this page cover?

It gives you a compact reference excerpt plus original lgStudy explanations, examples, applications and study material on Observational techniques.