+ 44 20 8144 3706INTRODUCTION
In the present research report, varied aspects of research methodology are covered. In the report, purpose of observation method and advantage and disadvantage are explained in detail. Detail discussion is carried out on observer bias factor ways to minimize it are explained in the report (Mackey, Gass, 2015). Mechanisms that can be followed to administer online questionnaires are explained and principles of words are explained in the report. At end of the report, role that data collection from multiple sources plays in avoiding bias factor is also explained.
1. Describe the key purpose of observation, outlining advantages and disadvantages of this research approach to collecting data.
Observation is the one of the one of the most common approach of data collection and under this one commonly observes situation or sample units. The key purpose of observation is to collect more reliable data. This research approach is used when the researcher intends to identify what exactly sample units do as against they claim to do. In other words, it can be said that when researcher intend to collect sensitive info from the respondents and it thinks that they will not be honest in giving answer then in that researcher use this technique. In case one intend to view the behavior of sample units in the natural setting then in that case observation technique is used (Kumar, 2019). On the other hand, in case there is controlled situation and one want to develop comprehensive understanding about the individual’s behavior, then in that case also the observation method is used. In many cases, researcher’s suspect that reported data may be wrong and the reality is different and wrong answers are given by the respondent’s unintentionally then in that case also observation method is used by the researchers. Thus, it can be said that there are many purpose due to which observation technique is used by the researchers for data collection.
Advantages of using observation method for data collection
• One of the major advantages of the observation method is that it is the best technique that can be used to understand human behavior.
• Collected data is considered highly reliable in nature. This is because in this sample unit did not know many times that they are observed. Moreover, many times sample units know, but researcher did not make any interference in their work and due to this reason it is able to gather accurate data (Flick, 2015).
• For observation dependency on respondents comes to end. In order to do observation one just observes a specific number of individuals and did not need to collect data from a specific number of respondents.
• By making use of modern gadgets like CCTV camera and other machines observation can be done in a better way and more accurately. For a long time period more accurately observation can be done by the researcher (Fletcher, 2017).
• Observation is less demanding in nature and due to this reason less bias remains in the data collection process.
• By making use of modern gadgets like CCTV camera and other machines observation can be done in a better way and more accurately. For a long time period more accurately observation can be done by the researcher (Snyder, 2019).
Disadvantage of observation
• Problems that were in the past cannot be studied by using the observation method.
• For doing observation some tools are required whose cost remain high in the market and due to this reason it is very expensive to conduct observation in current time period (Zangirolami-Raimundo, Echeimberg, Leone, 2018).
• Opinion of individuals cannot be studied under this technique and one who is conducting researcher simply form its own opinion based on observation.
• It takes time to conduct observations. One has to wait for a time when the event will happen.
• By doing observation alone complete solution of the problem or complete info cannot be received by an individual (Humphries, 2017).
CONCLUSION:
On the basis of the above discussion, it is concluded that there are number of advantage and disadvantage of the observation method. The bias factor remains in the observation method which affects research results. In order avoid biases one must be self aware about its prejudice and desire. Apart from this, one must receive proper training. Technology advancement makes it easy to collect data for research. However, there are some issues in respect to administration of questionnaires that are placed online. In this regard, principles of words must be followed and proper instructions must be given to the respondents. Reliability and validity of results can be verified from multiple research works that collect data by adopting varied approaches and from multiple sources. Every data collection method has some bias factors and due to this reason data must be collected from multiple sources so as to ensure that data collected is bias free.
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