TAILIEUCHUNG - Ebook Research methods for business students (6th edition): Part 2

(BQ) Part 2 "Research methods for business students" has contents: Collecting primary data through observation, collecting primary data using questionnaires, analysing quantitative data, writing and presenting your project report,.and other contents. | Chapter 9 Collecting primary data through observation Learning outcomes By the end of this chapter you should: • • • • appreciate the role of observation as a data collection 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 each type of observation and appreciate how to reduce these. Introduction Observation has been a somewhat neglected aspect of business and management research. Yet it can be rewarding and enlightening to pursue and, what is more, add considerably to the richness of your research data. Technological changes even mean that observation may become a more popular research method, as the opening vignette suggests. If your research question(s) and objectives 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 chapter. Participant observation (Section ) is qualitative and derives from the work of social anthropology early in the twentieth century. Its emphasis is on discovering the meanings that people attach to their actions. In contrast, structured observation (Section ) is quantitative and is more concerned with the frequency of actions. In other approaches to research, those who take part are called either respondents or participants. Those who complete a questionnaire are usually called respondents. Those who agree to take part 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 ways in which they .

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