Some researchers call self-reported research the Achillie’s heal of survey data collectionin terms of reliability.
The reason? Self-reported research is sometimesinaccurate and thwarted by a consumer’s misguided perception.
For example, research states that some polls reported that 40% of Americans attended church every week. However, when Marlar and Hadaway (2005) examined actual church attendance records, they found the actual percentage was closer to fewer than 22% attendance every week. This is a prime example of self-reporting gone wrong.
Additionally, Seth Stephens-Davidowitz found that sometimes survey respondents outright lie about their perceptions on sensitive topics to present a better view of themselves.
If the reliability of survey research comes intoquestion, and market researchers need accurate data to inform marketing,product, and business decisions, what is the solution?
The answer? Observational research.
This article will dive deeper into what observationalresearch is, when you should use it, and what the three types of observationalresearch are.
Whatis Observational Research?
Observation research is a qualitative research technique where researchers observe participants’ ongoing behavior in a natural situation.
Depending on the type of observation research and thegoal of the study, the market researcher will have varying levels ofparticipation in the study. Sometimes the researcher will insert themselvesinto the environment, and other times, the researcher will not intervene in thesetting and observe from a distance or in a laboratory setting.
The purpose of this type of research is to gather morereliable insights. In other words, researchers can capture data on whatparticipants do as opposed to what they say they do.
Whenshould a market researcher use observational research?
As a market researcher, you have several differentresearch methodologies at your disposal, including surveys, interviews,observations, etc.
Using observational data is best when one of thefollowing situations apply:
- You need to gather sensitive information, and you don’t trust your participants will be honest with their self-reporting.
- You need to understand the how or what of a research question.
- The topic is new, and you need robust data to explain consumer behavior.
- When behavior in a natural setting is vital to your research question.
- When behavior in a controlled setting is critical to your research question.
- If you are concerned that self-reported data about behaviors will differ from actual actions, even if it’s unintentional.
- When you need more information about a specific research question to formulate a more complete and accurate survey.
If any of these situations describe you or your currentresearch state, then an observational study may be just what you need.
Whatare the three types of observational research?
When it comes to observational research, you have threedifferent types of methodologies: controlled observations, naturalisticobservations, and participant observations.
Let’s quickly look at what each type of observationincludes, how they differ, and the strengths and weaknesses of each type ofobservation.
1. Controlled observation
Controlled observations are typically a structuredobservation that takes place in a psych lab. The researcher has a question inmind and controls many of the variables, including participants, observationlocation, time of the study, circ*mstances surrounding the research, and more.
During this type of study, the researcher will oftencreate codes that represent different types of behaviors. That way, instead ofwriting a detailed report, they can classify behavior into different categoriesand analyze the data with more ease.
Advantages and limitations of controlledobservation
The advantages of controlled observation include:
- You can make an observation schedule for yoursampling, and have other market researchers use the same codes if theyreplicate the study. This helps test for reliability.
- The coded data is easy to analyze and quantify.
- Controlled studies aren’t as time-consuming.
Limitations of a controlled observation include:
- It may be challenging to determine the validityof the study if participants know they are being watched.
2.Naturalistic observation
Naturalistic observation is another type of observationresearch method used by market researchers. This type of observation is whenmarket researchers study the behaviors of participants in a naturalsurrounding. There are typically no predetermined behavioral codes. Instead,the researcher will take rigorous notes and code the data later.
Advantages and limitations ofnaturalistic observation
Some advantages of naturalistic observation include:
- The study ensures validity when participants are in their natural setting.
- This type of study can generate new ideas and research questions.
- It opens researchers’ minds to possibilities they might not have considered before.
- Researchers can collect authentic data and avoid any potential problems with self-reported data.
Some limitations include:
- You can’t control different variables, making itdifficult to replicate the study and test for reliability.
- It may be challenging to conduct this type ofstudy on a wide scale.
- You have to use skilled researchers, so youdon’t risk missing critical behavioral data.
- You aren’t able to manipulate any variables.
3.Participant observation
The last type of observation method is participantobservation. This is a type of naturalistic observation in the fact that marketresearchers will observe participants in their natural habitat. The differenceis market researchers will insert themselves into the environment.
Advantages and limitations ofparticipant observation
Some advantages of this type of observation include:
- You can control some of the variables by beingpart of the natural environment.
- You can still observe participants in theirnatural habitat, even if they know you are part of the study.
- You can avoid incorrect self-reported datathrough this method of observation as well.
Here are some limitations to this type of study toconsider:
- It can be challenging to take notes openlywithout blowing your cover as the market researcher.
- If you can’t take notes openly, you’ll have torely on memory for note-taking, and memory can be faulty.
- If a researcher becomes too involved in thestudy, they could become less objective. This could threaten the validity ofthe study.
Each type of study will help you gather insight intohow customers and participants behave, but they also come with their own set oflimitations.
WrapUp
If you are looking to conduct a reliable study andanswer your research question more robustly, then one of the three types ofobservation research methods can help.
Remember, quantifying observation research doesn’t have to be difficult when you have the right tools to help you. For more information about observation research tools, request a Fuel Cycle demo today.
