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Submitted to -

- Prof. Shirish Bhakre.

Submitted by

Prachi Rajapurkar Manoj Badgujar Vijay Mandve Sumit Bhaskar Paresh Mhatre Sanjeev Mhatre

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General Definition :

Evaluation of the observation

STRENGHTS Original data Independent Secure information Natural environment

LIMITATIONS Slow and expensive Difficult to gather information Subjective assessment.

Investigation Questions

Measurement Question

Select Observation approach

Select type of observation

Prepare Error reduction plan Design Observer Training Prepare observation check list

Train Observer(s)

Select Sample Element & Schedule Observation

Reschedule Observation

Verify Observation Protocol

Collect & Process Data

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Observational approach

Investigation question

Communication approach

Behavioral Non verbal analysis

Personal
Direct vs Indirect Open vs Concealed Participant vs nonparticipant Mechanical /digital

Linguistic Analysis Extralinguisticanalysis Spatial analysis Non behavioral analysis Record analysis Physical conditional analysis Physical process analysis Instrument design
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Investigation Questions

Measurement Question

Select Observation approach

Select type of observation

Prepare Error reduction plan Design Observer Training Prepare observation check list

Train Observer(s)

Select Sample Element & Schedule Observation

Reschedule Observation

Verify Observation Protocol

Collect & Process Data

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Observation

Behavioural
Nonverbal Analysis Linguistic Analysis

Non-behavioural
Record Analysis Physical Condition

Extra-linguistic Analysis Spatial Analysis

Analysis
Physical Process

Analysis

Investigation Questions

Measurement Question

Select Observation approach

Select type of observation

Prepare Error reduction plan Design Observer Training Prepare observation check list

Train Observer(s)

Select Sample Element & Schedule Observation

Reschedule Observation

Verify Observation Protocol

Collect & Process Data

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Measurement questions

Revise

Checklist design process Administrative notations Target observations Observation group A Observation group B Observation group C Data for observation classification Observation location Observation timing Observation conditions Pretest checklist and Observer Training
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Pretest observation protocol

Participant ID
Observer ID

Observation checklist designed

Revise

Observer-Participant Relationship

Whether the observation is direct or indirect ? Whether the observers presence is known or unknown to the participant ? What role the observer plays ?

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Observer-Participant Relationship
Whether the observation is direct or indirect ?

Direct Observation :
Physically present Can change the focus Concentrate on unexpected events (if occur)

Observers fatigue, boredom and distracting

events can reduce the accuracy.

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Observer-Participant Relationship
Whether the observation is direct or indirect ?

Indirect Observation :
Recording is done by mechanical, photographic

or electronic means
Permanent record Can be reanalysed to include different aspects Camera in large store to study customer and

employee movement
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 Whether the observers presence is known

Observer-Participant Relationship

or unknown to the participant ?

Concealment :
Ethical issue A typical activity by the participant Can upset the participant One-way mirrors, hidden cameras or microphones

are used Partial concealment- e.g. observing display or layout in store.

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Observer-Participant Relationship
What role the observer plays ?

Participation
Observer should participate
Social setting and acts between observer and

participant
Used less in business research than in

anthropology or sociology.
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Investigation Questions

Measurement Question

Select Observation approach

Select type of observation

Prepare Error reduction plan Design Observer Training Prepare observation check list

Train Observer(s)

Select Sample Element & Schedule Observation

Reschedule Observation

Verify Observation Protocol

Collect & Process Data

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Observer Training
There are few general guidelines for qualification and selection of observers:
Concentration
Detail-oriented Unobtrusive Experience level
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Unobtrusive Measures

Unobtrusive measures are nonreactive methods of gathering data It means obtaining information in which subjects are not aware of being studied. Eg. Beer consumption

Advantages
Reduces/avoids reactivity Ethics, privacy, anonymity, confidentiality cost/time effective

Disadvantages
Not reliable as only source Selective Recording.

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Investigation Questions

Measurement Question

Select Observation approach

Select type of observation

Prepare Error reduction plan Design Observer Training Prepare observation check list

Train Observer(s)

Select Sample Element & Schedule Observation

Reschedule Observation

Verify Observation Protocol

Collect & Process Data

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Data Collection

Who
What

When
How

where

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Factual
1.

Inferential
1.

Credibility of salesperson, qualified status of customer. Convenience for the customer, welcoming attitude of customer. Customer interest in product. Customer acceptance of selling points per product. Customer concerns about features and benefits.

Introduction/identification of salesperson and customer. Time and day of week. Product presented. Selling points presented per product. Number of customer objections raised per product.
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2.

2.

3. 4.

3.

4.

5.

5.

E.g Sherlock Holmes

.The Detective

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