Ebook Research methods for business students (6th edition): Part 2
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Ebook Research methods for business students (6th edition): Part 2
Collecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2ction method;•be able to differentiate between participant observation and structured observation, and understand their differing applications;•be aware of approaches to data collection and analysis for each type of observation;•be able to identify threats related to validity and reliability for eac Ebook Research methods for business students (6th edition): Part 2h type of observation and appreciate how to reduce these.9.1 IntroductionObservation has been a somewhat neglected aspect of business and management rEbook Research methods for business students (6th edition): Part 2
esearch. Yet it can be rewarding and enlightening to pursue and, what is more, add considerably to the richness of your research data. Technological cCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2ives are concerned with what people do, an obvious way in which to discover this Is to watch them do it. This is essentially what observation involves: the systematic observation, recording, description, analysis and interpretation of people’s behaviour.Two types of observation are examined in this Ebook Research methods for business students (6th edition): Part 2chapter. Participant observation (Section 9.2) is qualitative and derives from the work of social anthropology early in the twentieth century. Its empEbook Research methods for business students (6th edition): Part 2
hasis is on discovering the meanings that people attach to their actions. In contrast. Structured observation (Section 9.3) is quantitative and Is morCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2o complete a questionnaire are usually called respondents. Those who agree to take pan In most forms of qualitative research are usually called participants. These labels don’t work for observation since it is the researcher who is participating in the environment of other people, responding to the Ebook Research methods for business students (6th edition): Part 2ways in which they carry out their usual activities. In observational research, those who agree to be observed are usually called informants (MonahanEbook Research methods for business students (6th edition): Part 2
and Fisher 2010). This Is the term that we will use throughout this chapter.340A common theme in this book is our effort to discourage you from thinkiCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2ands of your research question(s) and objectives to use participant observation or structured observation In your study as either (he main method of data collection or to supplement other methods.Barack Obama is the first President of the United States of America to have an online video diary produc Ebook Research methods for business students (6th edition): Part 2ed of his presidential activities, known as the White House Bk>g or ‘West Wing Week' (Vaidyanathan 2011). Edited and approved footage is posted weeklyEbook Research methods for business students (6th edition): Part 2
on the White House website and also on YouTube. This provides coverage of the previous week's events at the White House, or from the places where theCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2t, This means being able to film inside the Oval Office at the White House and travelling with the President to record events.Prior to this online video diary or blog, the official record of each President's work was produced by the official White House photographer, who recorded important events us Ebook Research methods for business students (6th edition): Part 2ing still photographs. In addition, some key events were filmed by military camera personnel, to provide a motion picture record. The advent of this oEbook Research methods for business students (6th edition): Part 2
nline video diary has resulted in an (almost) all-seeing and all-hearing approach, capable of producing a far more intrusive and revealing record of tCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2s", which are basically world leaders having chit-chat like you and I would.’ He is also quoted as commenting on the scope of this observational approach. Ì think people enjoy seeing how their institutions work from the inside, and they're going to demand more of it' (Vaidyanathan, 2011: 4) Vaidyana Ebook Research methods for business students (6th edition): Part 2than (2011) also reports that other world leaders including theSource: Press Association Images (PA PhotosJOacquelyn MartinPresident of Russia and theEbook Research methods for business students (6th edition): Part 2
Prime Minister of Canada have employed people to produce Video records of their work activities.Observation has traditionally been associated with etCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2ow, this use of online video diaries or blogs has lead to another new term to describe this data collection method: 'videography.'341chapter 9 Collecting primary data through observation9.2 Participant observationWhat is participant observation?If you have studied sociology or anthropology in the pa Ebook Research methods for business students (6th edition): Part 2st you are certain to lie familiar with participant observation. This is where the researcher attempts to participate fully in the lives and activitieEbook Research methods for business students (6th edition): Part 2
s of members and thus becomes a member of their group, organisation or community. This enables the researcher to share their experiences by not merelyCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2 the root of "what is going on' in a wide range of social settings.Participant observation has Its roots in social anthropology', but it was the Chicago School (at the University of Chicago) that changed its focus by using ethnographic methods to study social and urban problems within cultural group Ebook Research methods for business students (6th edition): Part 2s in the USA. A seminal example of this work is Whyte's (1943) Street Corner Society, which examined the lives of street gangs in Boston. This approacEbook Research methods for business students (6th edition): Part 2
h to ethnography involved researchers living amongst those whom they studied, to observe and talk to them to produce detailed cultural accounts of theCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2 been used that much in management and business research. However, this does not mean to say that it has limited value for management and business researchers. Indeed, it can be a very valuable tool, usually as the principal research method, but possibly in combination with other methods.Delbrldgean Ebook Research methods for business students (6th edition): Part 2d Kirkpatrick (1994:37) note that participant observation Implies, ‘immersion [by the researcher] in the research setting, with (he objective of shariEbook Research methods for business students (6th edition): Part 2
ng in peoples' lives while attempting to learn their symbolic world'. It is worth dwelling on this explanation. Whichever role you adopt as the particCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2 by means of questionnaire, where you will probably know little of the context in which the respondents' comments are set or the delicate nuances of meaning with which the respondents garnish their responses. In participant observation the purpose is to discover those delicate nuances of meaning. As Ebook Research methods for business students (6th edition): Part 2 Delbridge and Kirkpatrick (1994: 39) state, ‘in the social sciences we cannot hope to adequately explain the behaviour of social actors unless we atEbook Research methods for business students (6th edition): Part 2
least try to understand their meanings'.This last comment gives a clue to the point that Delbridge and Kirkpatrick make about ‘attempting to learn theCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2 observation.The symbolic frame of reference is located within the school of sociology known as symbolic interactionism. In symbolic interactionism the individual derives a sense of identity from interaction and communication with others. Through this process of interaction and communication the ind Ebook Research methods for business students (6th edition): Part 2ividual responds to others and adjusts his or her understandings and behaviour as a shared sense of order and reality is ‘negotiated' with others. CenEbook Research methods for business students (6th edition): Part 2
tral to this process is the notion that people continually change In the light of the social circumstances in which they find themselves. The transitiCollecting primary data through observationLearning outcomesBy the end 0Í this chapter you should:•appreciate the role of observation as a data collec Ebook Research methods for business students (6th edition): Part 2hat new place'?) The Individual's sense of identity Is constantly being constructed and reconstructed as he or she moves through differing social contexts and encounters different situations and different people.This is a necessarily brief explanation of symbolic interactionism. However, we hope tha Ebook Research methods for business students (6th edition): Part 2t you can see why Delbridge and Kirkpatrick (1994: 37) think that participant342■ «1VUMX/IIBox 9.1Focus on student researchManagers and their use of pEbook Research methods for business students (6th edition): Part 2
ower: a cross-cultural approachMong was a young Chinese business graduate who had recently been working in a Chinese/German joint venture in the automGọi ngay
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