MARK205 Lecture 4: Lecture 4
Document Summary
Overt: behaviours will change as people know they are being watched. Short time interval: event must begin and end in a reasonably short time (e. g. waiting in a teller line at a bank): public behaviour: behaviours that occur in a setting where researcher can readily observe. Faulty re(cid:272)all: (cid:272)o(cid:374)ditio(cid:374)s (cid:271)eha(cid:448)iours are so "auto(cid:373)ati(cid:272)" that (cid:272)o(cid:374)su(cid:373)er (cid:272)a(cid:374)(cid:374)ot re(cid:272)all the(cid:373). Insight into actual behaviours, not self-reported behaviours: no chance for recall error, better accuracy. Limitations of observational data: (reflect the limitations of qualitative research in general) Inability to enquire beneath the behaviour observed: motivations, attitudes, and other internal conditions are unobserved. Limitations in lecture video: respect peoples privacy, good at telli(cid:374)g (cid:449)hat people are doi(cid:374)g (cid:271)ut do(cid:374)"t tell us (cid:449)hy. Focus groups are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.
