BRM II - Lecture
Business Research Methods II - Lecture Summary
Lecture Five: Observations (Theory)
- "In the fields of observation, chance favours the prepared mind." (Patton, 2002)
- "People only see what they are prepared to see." (Patton, 2002)
- Observing is something that you switch on. You need to be in the state of mind to observe. If
you are not, you tend to miss things and miss important details.
- Being in the field is being where your participants are. Observations take place in the field.
- The purpose of observation is "to describe the:
• Setting that was observed
• Activities that took place in that setting
• People who participated
• Meanings of what was observed
from the perspectives of those who were observed." (Patton, 2002)
- Why do we observe? → First hand experience: better understanding of the context (natural
environment) in which people act.
- Advantages of observation:
1. Understand the context in which people act (gives us a way to understand them)
2. Supports an inductive approach because you are less reliant on preconceptions
3. See what insiders cannot (due to routinisation of certain activities)
4. Notice what insiders do not pay attention to
5. Learn things that would not be discussed in interviews (e.g. taboos)
6. Better understanding of the research setting assists with analysis
- Disadvantages of observation:
1. It can be difficult to predict when events of interest will occur - it can be difficult to follow the
crucial events because you don't know where and when they will happen.
2. Time consuming, slow process
3. Restricted to information that can be overtly observed
4. Difficult to learn about the past
- Observation will only be as good as your preparation. It gives an additional perspective (your
own), not the definitive perspective.
- What do you need to reflect upon → observer roles:
• Are you 'one of us' or are you a spectator?
• What are the advantages of being an outsider or an insider?
• What ethical problems come up in observation?
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, BRM II - Lecture
- Types of observation roles (Tracy, 2013):
- What do we need to observe?
What to look for Guide questions
Physical environment Details on furniture, room, What is there? Who is there? How
lighting, colours, sizes, etc. is it set up?
Social environment Gender, ages, who says what, Who is interacting? Where are
indicators of status, where people people standing? Who makes
set decisions?
Formal activities Sequence of events, body How do activities begin and end?
language, rituals. What does what? What does the
atmosphere feel like?
Unplanned informal interaction What is said, tone of voice, body What is said? How is it said?What
language. are the behaviours?
Communication/native language Exact language, differences in What words are meaningful in the
language used. setting? How does the use of
words differ across participants?
Non-verbal communication Exact behaviour, what is How do people dress? How is
repeated, expressions . affection/respect expressed?
What physical contact is there?
- Make an observation guide:
1. Make an initial plan for what will be your observer role - be able to explain why you chose
this role.
2. Brainstorm specific things you are curious to know, considering both your site and research
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, BRM II - Lecture
questions - formulate these as observation questions.
3. Choose what exactly you will focus on, based on your observation questions. Be as specific
as possible!
4. Think through what you expect to find or potentially be able to conclude from observing
these things.
- Why do you need to make an observation guide?
• You need to be prepared: to filter what is important in a setting. This is crucial to meaningfully
answer your research question.
• You still need to be open: keep your eyes and ears open for the unexpected - let the setting
guide you.
- Structure of field notes:
Transcribe your field notes/scratch notes into a coherent document of your observation. These
notes become much easier to analyse - because it is difficult to refer to field notes.
- Field note writing tips:
!3
Business Research Methods II - Lecture Summary
Lecture Five: Observations (Theory)
- "In the fields of observation, chance favours the prepared mind." (Patton, 2002)
- "People only see what they are prepared to see." (Patton, 2002)
- Observing is something that you switch on. You need to be in the state of mind to observe. If
you are not, you tend to miss things and miss important details.
- Being in the field is being where your participants are. Observations take place in the field.
- The purpose of observation is "to describe the:
• Setting that was observed
• Activities that took place in that setting
• People who participated
• Meanings of what was observed
from the perspectives of those who were observed." (Patton, 2002)
- Why do we observe? → First hand experience: better understanding of the context (natural
environment) in which people act.
- Advantages of observation:
1. Understand the context in which people act (gives us a way to understand them)
2. Supports an inductive approach because you are less reliant on preconceptions
3. See what insiders cannot (due to routinisation of certain activities)
4. Notice what insiders do not pay attention to
5. Learn things that would not be discussed in interviews (e.g. taboos)
6. Better understanding of the research setting assists with analysis
- Disadvantages of observation:
1. It can be difficult to predict when events of interest will occur - it can be difficult to follow the
crucial events because you don't know where and when they will happen.
2. Time consuming, slow process
3. Restricted to information that can be overtly observed
4. Difficult to learn about the past
- Observation will only be as good as your preparation. It gives an additional perspective (your
own), not the definitive perspective.
- What do you need to reflect upon → observer roles:
• Are you 'one of us' or are you a spectator?
• What are the advantages of being an outsider or an insider?
• What ethical problems come up in observation?
!1
, BRM II - Lecture
- Types of observation roles (Tracy, 2013):
- What do we need to observe?
What to look for Guide questions
Physical environment Details on furniture, room, What is there? Who is there? How
lighting, colours, sizes, etc. is it set up?
Social environment Gender, ages, who says what, Who is interacting? Where are
indicators of status, where people people standing? Who makes
set decisions?
Formal activities Sequence of events, body How do activities begin and end?
language, rituals. What does what? What does the
atmosphere feel like?
Unplanned informal interaction What is said, tone of voice, body What is said? How is it said?What
language. are the behaviours?
Communication/native language Exact language, differences in What words are meaningful in the
language used. setting? How does the use of
words differ across participants?
Non-verbal communication Exact behaviour, what is How do people dress? How is
repeated, expressions . affection/respect expressed?
What physical contact is there?
- Make an observation guide:
1. Make an initial plan for what will be your observer role - be able to explain why you chose
this role.
2. Brainstorm specific things you are curious to know, considering both your site and research
!2
, BRM II - Lecture
questions - formulate these as observation questions.
3. Choose what exactly you will focus on, based on your observation questions. Be as specific
as possible!
4. Think through what you expect to find or potentially be able to conclude from observing
these things.
- Why do you need to make an observation guide?
• You need to be prepared: to filter what is important in a setting. This is crucial to meaningfully
answer your research question.
• You still need to be open: keep your eyes and ears open for the unexpected - let the setting
guide you.
- Structure of field notes:
Transcribe your field notes/scratch notes into a coherent document of your observation. These
notes become much easier to analyse - because it is difficult to refer to field notes.
- Field note writing tips:
!3
