There are numerous methods that researchers can use for data collection. Observation is among these. What sets observation apart from other data collection methods is that it allows the researcher to obtain data without necessarily interacting with the subjects (DeWalt & DeWalt, 2011). Observation enables the researcher to collect insights about the behavior of the subjects in their natural setting. This data collection method is also fairly easy to apply. Furthermore, different research endeavors can benefit from observation.
A study to determine the profile of shopper traffic is to be conducted. The following section explores the role of observation and other critical elements of the study.
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What other information might you find useful to observe?
As they conduct a study, researchers need to define their objectives (Oliver, 2010). However, it is also important to keep an open mind and observe other issues that were not necessarily part of the original objective. In addition to observing the pedestrians visiting the store, one may also observe the age, gender and race of the pedestrians. One could also observe whether the pedestrians are in the company of a spouse or some other type of partner. Another observation that could be made involves the time at which most pedestrians visit the store. Essentially, the observations to be made depend entirely on the objectives of the research.
How would you decide what information to collect?
During a study, researchers face distractions that demand their attention. These distractions can stem from different sources of information. Therefore, it is critical for the researcher to clearly decide on the information that they wish to collect. The purpose of the research is the primary criterion that should guide data collection. The researcher needs to focus on information which facilitates the fulfilment of the purpose of the research. Time and cost constraints are other issues that one should consider when determining the information to collect. The information that a researcher collects should be such that it does not deplete time and resources.
Devise the operational definitions you would need.
Operational definitions play a critical role in data collection. Essentially, these definitions refer to clear articulations of measures to be used (Hone et al., 2014). The following are examples of operational definitions that can be used to determine pedestrian traffic at the store:
Shopper: A pedestrian who enters the store. Whether the shopper makes a purchase or not is irrelevant. Observation is to be used to identify shoppers.
Shopper profile: The physically observable traits of a shopper. They include age and gender. Observation allows for the development of shopper profile.
Shopping time: The moment at which a shopper enters the store. A watch is to be used to determine this moment.
What would you say in your instructions to the observers you plan to use?
For the most reliable results, researchers need to refrain from directly engaging the subjects being observed. This is because researcher intervention tends to interfere with the behavior of the subjects (DeWalt & DeWalt, 2011). However, there are instances where direct engagement is necessary. For example, the researcher may need to issue instructions to the shoppers. One of the instructions that the shoppers will be given is that they should proceed with their affairs as usual. The shoppers will also be instructed to submit feedback about their experience at the store.
e. How might you sample this shopper traffic?
Sampling is one of the most commonly used methods in research. Through sampling, researchers are able to gain insights about a wider population by examining the traits and behaviors of a small subset of the population (Daniel, 2011). To ensure accurate results, researchers should select the appropriate sampling method. Systematic sampling appears to be the most appropriate to observe the shoppers. For example, the researcher may observe every 10 th shopper. The systematic sampling is appropriate because it allows for order while enabling the researcher to gain information about the general shopper population.
In conclusion, observation continues to play a critical role in data collection. Researchers use this method to collect primary data. When carrying out a study, it is important for researchers to develop clear objectives and define the purpose of the research. Moreover, the researchers need to identify the information that they wish to collect. When the population being investigated is too large, the researchers should adopt the proper sampling method. The adherence to these guidelines will go a long way in facilitating the collection of accurate information.
References
Daniel, J. (2011). Sampling Essentials: Practical Guidelines for Making Sampling Choices. Thousand Oaks, CA: SAGE.
DeWalt, K. M., & DeWalt, B. R. (2011). Participant Observation: A Guide for Fieldworkers. Rowman Altamira.
Hone, L. C., Jarden, A., Schofield, G. M., & Duncan, S. (2014). Measuring Flourishing: The Impact of Operational Definitions on the Prevalence of High Levels of Wellbeing. International Journal of Wellbeing, 4 (1), 62-90.
Oliver, P. (2010). Understanding the Research Process. Thousand Oaks, CA: SAGE.
