Data Collection, Presentation, and Analysis (1:2)

Data Collection Instruments

Observation is a data collection method frequently used in qualitative research but can also be utilized in quantitative research when observable characteristics are quantitative in nature (e.g., length, width, height, weight, volume, temperature, cost, level, age, time, speed). It allows researchers to directly observe events or phenomena, offering greater flexibility. However, it may lack participant validity and be prone to the Hawthorne Effect, where individuals alter their behavior when they know they are being observed. Additionally, observation can be exhausting and time-consuming, especially if conducted over long periods.

Forms of Observation

• Controlled Observation
  • Used in experimental research.
  • Conducted under standard procedures.
  • Provides reliable data through structured processes.
  • Procedures can be replicated, and data is easier to analyze.
  • The observer assumes a non-participant role (i.e., does not interact with participants).
• Natural Observation
  • Carried out in a non-controlled setting.
  • Offers greater ecological validity (i.e., findings can be generalized to real-life contexts).
  • Responds to inquiries not originally intended by the researcher.
  • Major limitation: difficulty in establishing causal relationships due to extraneous variables affecting participant behavior.
• Participant Observation
  • The observer becomes part of the group or community being studied.
  • Can be covert (participants are unaware of the observer’s purpose) or overt (participants know the observer’s objectives).

Roles of a Researcher in Participant Observation

• Complete Observer
  • Observes participants' natural behavior with minimal external influence.
  • The observer is unnoticed by participants, reducing the Hawthorne Effect.
• Observer as Participant
  • The researcher is known to the group but has limited interaction.
  • Does not prioritize capturing spontaneous behavior.
• Participant as Observer
  • The researcher is fully engaged with the participants but does not primarily aim to capture natural behavior.
  • The researcher is recognized as part of the group but still maintains a level of detachment.
• Complete Participant
  • The researcher becomes a full member of the group and engages fully with participants.
  • Ethical concerns may arise, particularly regarding deception, as participants are unaware they are being observed.

Guidelines for Conducting an Observation

Before the Observation

• Clarify research objectives.
• Prepare an observation checklist.
• Determine the observation time and collection technique.
• Record only relevant information.
• Prepare consent forms for human subjects.

During the Observation

• Record the date, time, and location of the observation.
• Limit the number of observers.
• Explain the purpose of the observation if applicable.
• Avoid causing disruptions while observing.
• Ensure anonymity of participants.
• Use multiple recording methods (e.g., notes, videos, photos) with proper ethical considerations.

After the Observation

• Code or organize data according to study variables.
• Tabulate the data, using numerical values for quantitative research.
• Review the data to identify gaps before proceeding.

Using Google Forms for Data Collection

• Set up a new form or quiz:
  • Go to forms.google.com and click Blank to start a new form.
• Edit and format the form:
  • Add, edit, or format text, images, or videos.
  • Choose where to save form responses.
• Send the form for responses:
  • Once completed, send the form to participants to collect their responses.

Different Formats of Online Survey Tools

• Radio Buttons: For single-choice questions (e.g., gender).
• Checkboxes: For multiple-choice questions (e.g., favorite malls).
• Drop-down Menus: For lists with single-choice options.
• Image Select: For selecting images.
• Drag and Drop: For arranging items.
• Likert Scale: For measuring attitudes or opinions.
• Slider Scale: For rating scales.
• Star Ranking: For rating items with stars.
• Net Promoter Score (NPS): For measuring customer satisfaction.
• Matrix: For answering multiple related questions.