Page 92 - DLIS401_METHODOLOGY_OF_RESEARCH_AND_STATISTICAL_TECHNIQUES

Unit 5: Research Techniques and Tools

Notes
Requirement Least Medium Greatest
for technical
skills in
conducting
interview
Response rate Low Usually high High

Focus group interviews
A focus group is an interview conducted by a trained moderator in a non-structured and
natural manner with a small group of respondents. The moderator leads the discussion. The
main purpose of focus groups is to gain insights by listening to a group of people from the
appropriate target market talk about specific issues of interest.
Observation
Observation involves recording the behavioural patterns of people, objects and events in a
systematic manner. Observational methods may be:
• structured or unstructured

• disguised or undisguised
• natural or contrived
• personal
• mechanical

• non-participant
• participant, with the participant taking a number of different roles.
Structured or unstructured
In structured observation, the researcher specifies in detail what is to be observed and how
the measurements are to be recorded. It is appropriate when the problem is clearly defined
and the information needed is specified.
In unstructured observation, the researcher monitors all aspects of the phenomenon that seem
relevant. It is appropriate when the problem has yet to be formulated precisely and flexibility
is needed in observation to identify key components of the problem and to develop hypotheses.
The potential for bias is high. Observation findings should be treated as hypotheses to be
tested rather than as conclusive findings.
Disguised or undisguised
In disguised observation, respondents are unaware they are being observed and thus behave
naturally. Disguise is achieved, for example, by hiding, or using hidden equipment or people
disguised as shoppers.
In undisguised observation, respondents are aware they are being observed. There is a danger
of the Hawthorne effect – people behave differently when being observed.

Natural or contrived
Natural observation involves observing behaviour as it takes place in the environment, for
example, eating hamburgers in a fast food outlet.

In contrived observation, the respondents’ behaviour is observed in an artificial environment,
for example, a food tasting session.

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