MKT 300 Lecture Notes - Lecture 17: Verbal Behavior, Observer-Expectancy Effect, Participant Observation
Document Summary
The systematic process of recording actual behavioural patterns of people, objects, and events as they happen. The relationship between observer and subject may be viewed from three perspectives: Whether the observation is direct or indirect, Whether the observer"s presence is known or unknown to the subject, and. Direct observation occurs when the observer is physically present and monitors. Indirect observation occurs when the recording is done by mechanical, Observer bias -a distortion of measurement resulting from the cognitive photographic, or electronic means. behaviour or actions of a witnessing observer. Observation often upsets the activity patterns of the subject, but this influence usually dissipates quickly. With participant observation comes the dual demand made on the observer: the researcher is a data gatherer and a full participant in the research environment. Researchers feel comfortable collecting observational data if: observe the behaviour. The observed behaviour is commonly performed in public where others can.
