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Main points
- Scientific observation is a planned, systematic process designed
to produce an accurate description of social interaction.
- The distinctive characteristics of qualitative studies are:
(1) intense focus on one social setting; (2) an open, flexible approach
to data collection; (3) continuous collection of data; and (4)
simultaneous analysis of data, concurrent with its collection.
- Two widely used forms of scientific observation are casual or
simple observation and participant observation. Both are qualitative
research techniques for observing everyday social life.
- In casual observation, the investigator observes activities
without interacting intensely with those being observed.
- In participant observation, the investigator observes a group
from the inside by becoming a member of the group and experiencing
life as a member of the group. Observation is conducted by casual
and more active forms of observation, by listening and asking questions
and by observing the everyday activities of members of the group.
Observational studies are also referred to as field studies or field
research.
- The purpose of a qualitative study is to provide a complete,
accurate description of the dynamics of a group and to suggest an
explanation of why the behavior being studied occurs as it does.
- Participant observation generally involves three phases: (1)
planning for field work; (2) conducting the field work; and (3) post
field work tasks.
- Planning for field work includes: (1) identifying the topic
or focus of the investigation; (2) conducting a review of the literature
on field research methods and becoming informed about the group
to be studied; (3) selecting the setting for the study (a village,
office, or other setting); (4) deciding on one's role in relation
to the group; and (5) preparing for living in the field during the
period of observation.
- Conducting a field investigation involves: (1) gaining entry
into the group; (2) establishing rapport with leaders, key informants
and others; (3) observing and recording observations: (4) concurrently
analyzing observations and developing tentative hypotheses and
interpretations of emerging patterns; and (5) deciding when to stop
and leave the group.
- In field research, investigators make mental notes of important
events or jot down key phrases and descriptions. As soon as possible
thereafter, the mental notes or field jottings are expanded to
full field notes containing detailed descriptions of what happened
and what was said.
- Data analysis in qualitative studies consists of reviewing
and analyzing field notes to extract patterns of relationships among
observations.
- Analysis of qualitative data is partly an art and requires
considerable skill.
- Case studies are in-depth investigations of an individual,
family, organization, village, or some other single entity. Qualitative
and quantitative methods are combined to produce a comprehensive,
integrated description of the social dynamics of the entity. The
purpose of many case studies is to explain why certain behaviors
occur or why certain changes in behavior have occurred.
- Focus groups are a form of a group interview. An investigator
brings five to ten persons together and records their discussion
of some issue or topic selected by the investigator. Their comments
are recorded and analyzed by methods of content analysis.
- Qualitative research allows an investigator to produce deeper,
richer descriptions of behavior and interactions, describing these
in all their complexity, and providing an explanation grounded
on data from the observations.
- Limitations of qualitative methods of research include the
considerable skill and knowledge needed to carry out extensive field
research and the question of the reliability and validity of the
observations, analysis, and conclusions drawn by the observer. Investigator
bias or systematic error is an ever present danger.
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