observation psychology project

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Non-Experimental Research

32 Observational Research

Learning objectives.

List the various types of observational research methods and distinguish between each.
Describe the strengths and weakness of each observational research method.

What Is Observational Research?

The term observational research is used to refer to several different types of non-experimental studies in which behavior is systematically observed and recorded. The goal of observational research is to describe a variable or set of variables. More generally, the goal is to obtain a snapshot of specific characteristics of an individual, group, or setting. As described previously, observational research is non-experimental because nothing is manipulated or controlled, and as such we cannot arrive at causal conclusions using this approach. The data that are collected in observational research studies are often qualitative in nature but they may also be quantitative or both (mixed-methods). There are several different types of observational methods that will be described below.

Naturalistic Observation

Naturalistic observation is an observational method that involves observing people’s behavior in the environment in which it typically occurs. Thus naturalistic observation is a type of field research (as opposed to a type of laboratory research). Jane Goodall’s famous research on chimpanzees is a classic example of naturalistic observation. Dr. Goodall spent three decades observing chimpanzees in their natural environment in East Africa. She examined such things as chimpanzee’s social structure, mating patterns, gender roles, family structure, and care of offspring by observing them in the wild. However, naturalistic observation could more simply involve observing shoppers in a grocery store, children on a school playground, or psychiatric inpatients in their wards. Researchers engaged in naturalistic observation usually make their observations as unobtrusively as possible so that participants are not aware that they are being studied. Such an approach is called disguised naturalistic observation . Ethically, this method is considered to be acceptable if the participants remain anonymous and the behavior occurs in a public setting where people would not normally have an expectation of privacy. Grocery shoppers putting items into their shopping carts, for example, are engaged in public behavior that is easily observable by store employees and other shoppers. For this reason, most researchers would consider it ethically acceptable to observe them for a study. On the other hand, one of the arguments against the ethicality of the naturalistic observation of “bathroom behavior” discussed earlier in the book is that people have a reasonable expectation of privacy even in a public restroom and that this expectation was violated.

In cases where it is not ethical or practical to conduct disguised naturalistic observation, researchers can conduct undisguised naturalistic observation where the participants are made aware of the researcher presence and monitoring of their behavior. However, one concern with undisguised naturalistic observation is reactivity. Reactivity refers to when a measure changes participants’ behavior. In the case of undisguised naturalistic observation, the concern with reactivity is that when people know they are being observed and studied, they may act differently than they normally would. This type of reactivity is known as the Hawthorne effect . For instance, you may act much differently in a bar if you know that someone is observing you and recording your behaviors and this would invalidate the study. So disguised observation is less reactive and therefore can have higher validity because people are not aware that their behaviors are being observed and recorded. However, we now know that people often become used to being observed and with time they begin to behave naturally in the researcher’s presence. In other words, over time people habituate to being observed. Think about reality shows like Big Brother or Survivor where people are constantly being observed and recorded. While they may be on their best behavior at first, in a fairly short amount of time they are flirting, having sex, wearing next to nothing, screaming at each other, and occasionally behaving in ways that are embarrassing.

Participant Observation

In a famous example of disguised participant observation, Leon Festinger and his colleagues infiltrated a doomsday cult known as the Seekers, whose members believed that the apocalypse would occur on December 21, 1954. Interested in studying how members of the group would cope psychologically when the prophecy inevitably failed, they carefully recorded the events and reactions of the cult members in the days before and after the supposed end of the world. Unsurprisingly, the cult members did not give up their belief but instead convinced themselves that it was their faith and efforts that saved the world from destruction. Festinger and his colleagues later published a book about this experience, which they used to illustrate the theory of cognitive dissonance (Festinger, Riecken, & Schachter, 1956) [1] .

In contrast with undisguised participant observation , the researchers become a part of the group they are studying and they disclose their true identity as researchers to the group under investigation. Once again there are important ethical issues to consider with disguised participant observation. First no informed consent can be obtained and second deception is being used. The researcher is deceiving the participants by intentionally withholding information about their motivations for being a part of the social group they are studying. But sometimes disguised participation is the only way to access a protective group (like a cult). Further, disguised participant observation is less prone to reactivity than undisguised participant observation.

Rosenhan’s study (1973) [2] of the experience of people in a psychiatric ward would be considered disguised participant observation because Rosenhan and his pseudopatients were admitted into psychiatric hospitals on the pretense of being patients so that they could observe the way that psychiatric patients are treated by staff. The staff and other patients were unaware of their true identities as researchers.

Another example of participant observation comes from a study by sociologist Amy Wilkins on a university-based religious organization that emphasized how happy its members were (Wilkins, 2008) [3] . Wilkins spent 12 months attending and participating in the group’s meetings and social events, and she interviewed several group members. In her study, Wilkins identified several ways in which the group “enforced” happiness—for example, by continually talking about happiness, discouraging the expression of negative emotions, and using happiness as a way to distinguish themselves from other groups.

One of the primary benefits of participant observation is that the researchers are in a much better position to understand the viewpoint and experiences of the people they are studying when they are a part of the social group. The primary limitation with this approach is that the mere presence of the observer could affect the behavior of the people being observed. While this is also a concern with naturalistic observation, additional concerns arise when researchers become active members of the social group they are studying because that they may change the social dynamics and/or influence the behavior of the people they are studying. Similarly, if the researcher acts as a participant observer there can be concerns with biases resulting from developing relationships with the participants. Concretely, the researcher may become less objective resulting in more experimenter bias.

Structured Observation

Structured observation is very similar to naturalistic observation and participant observation in that in all three cases researchers are observing naturally occurring behavior; however, the emphasis in structured observation is on gathering quantitative rather than qualitative data. Researchers using this approach are interested in a limited set of behaviors. This allows them to quantify the behaviors they are observing. In other words, structured observation is less global than naturalistic or participant observation because the researcher engaged in structured observations is interested in a small number of specific behaviors. Therefore, rather than recording everything that happens, the researcher only focuses on very specific behaviors of interest.

Researchers Robert Levine and Ara Norenzayan used structured observation to study differences in the “pace of life” across countries (Levine & Norenzayan, 1999) [4] . One of their measures involved observing pedestrians in a large city to see how long it took them to walk 60 feet. They found that people in some countries walked reliably faster than people in other countries. For example, people in Canada and Sweden covered 60 feet in just under 13 seconds on average, while people in Brazil and Romania took close to 17 seconds. When structured observation takes place in the complex and even chaotic “real world,” the questions of when, where, and under what conditions the observations will be made, and who exactly will be observed are important to consider. Levine and Norenzayan described their sampling process as follows:

Precise specification of the sampling process in this way makes data collection manageable for the observers, and it also provides some control over important extraneous variables. For example, by making their observations on clear summer days in all countries, Levine and Norenzayan controlled for effects of the weather on people’s walking speeds. In Levine and Norenzayan’s study, measurement was relatively straightforward. They simply measured out a 60-foot distance along a city sidewalk and then used a stopwatch to time participants as they walked over that distance.

As another example, researchers Robert Kraut and Robert Johnston wanted to study bowlers’ reactions to their shots, both when they were facing the pins and then when they turned toward their companions (Kraut & Johnston, 1979) [5] . But what “reactions” should they observe? Based on previous research and their own pilot testing, Kraut and Johnston created a list of reactions that included “closed smile,” “open smile,” “laugh,” “neutral face,” “look down,” “look away,” and “face cover” (covering one’s face with one’s hands). The observers committed this list to memory and then practiced by coding the reactions of bowlers who had been videotaped. During the actual study, the observers spoke into an audio recorder, describing the reactions they observed. Among the most interesting results of this study was that bowlers rarely smiled while they still faced the pins. They were much more likely to smile after they turned toward their companions, suggesting that smiling is not purely an expression of happiness but also a form of social communication.

In yet another example (this one in a laboratory environment), Dov Cohen and his colleagues had observers rate the emotional reactions of participants who had just been deliberately bumped and insulted by a confederate after they dropped off a completed questionnaire at the end of a hallway. The confederate was posing as someone who worked in the same building and who was frustrated by having to close a file drawer twice in order to permit the participants to walk past them (first to drop off the questionnaire at the end of the hallway and once again on their way back to the room where they believed the study they signed up for was taking place). The two observers were positioned at different ends of the hallway so that they could read the participants’ body language and hear anything they might say. Interestingly, the researchers hypothesized that participants from the southern United States, which is one of several places in the world that has a “culture of honor,” would react with more aggression than participants from the northern United States, a prediction that was in fact supported by the observational data (Cohen, Nisbett, Bowdle, & Schwarz, 1996) [6] .

When the observations require a judgment on the part of the observers—as in the studies by Kraut and Johnston and Cohen and his colleagues—a process referred to as coding is typically required . Coding generally requires clearly defining a set of target behaviors. The observers then categorize participants individually in terms of which behavior they have engaged in and the number of times they engaged in each behavior. The observers might even record the duration of each behavior. The target behaviors must be defined in such a way that guides different observers to code them in the same way. This difficulty with coding illustrates the issue of interrater reliability, as mentioned in Chapter 4. Researchers are expected to demonstrate the interrater reliability of their coding procedure by having multiple raters code the same behaviors independently and then showing that the different observers are in close agreement. Kraut and Johnston, for example, video recorded a subset of their participants’ reactions and had two observers independently code them. The two observers showed that they agreed on the reactions that were exhibited 97% of the time, indicating good interrater reliability.

One of the primary benefits of structured observation is that it is far more efficient than naturalistic and participant observation. Since the researchers are focused on specific behaviors this reduces time and expense. Also, often times the environment is structured to encourage the behaviors of interest which again means that researchers do not have to invest as much time in waiting for the behaviors of interest to naturally occur. Finally, researchers using this approach can clearly exert greater control over the environment. However, when researchers exert more control over the environment it may make the environment less natural which decreases external validity. It is less clear for instance whether structured observations made in a laboratory environment will generalize to a real world environment. Furthermore, since researchers engaged in structured observation are often not disguised there may be more concerns with reactivity.

Case Studies

A case study is an in-depth examination of an individual. Sometimes case studies are also completed on social units (e.g., a cult) and events (e.g., a natural disaster). Most commonly in psychology, however, case studies provide a detailed description and analysis of an individual. Often the individual has a rare or unusual condition or disorder or has damage to a specific region of the brain.

Like many observational research methods, case studies tend to be more qualitative in nature. Case study methods involve an in-depth, and often a longitudinal examination of an individual. Depending on the focus of the case study, individuals may or may not be observed in their natural setting. If the natural setting is not what is of interest, then the individual may be brought into a therapist’s office or a researcher’s lab for study. Also, the bulk of the case study report will focus on in-depth descriptions of the person rather than on statistical analyses. With that said some quantitative data may also be included in the write-up of a case study. For instance, an individual’s depression score may be compared to normative scores or their score before and after treatment may be compared. As with other qualitative methods, a variety of different methods and tools can be used to collect information on the case. For instance, interviews, naturalistic observation, structured observation, psychological testing (e.g., IQ test), and/or physiological measurements (e.g., brain scans) may be used to collect information on the individual.

HM is one of the most notorious case studies in psychology. HM suffered from intractable and very severe epilepsy. A surgeon localized HM’s epilepsy to his medial temporal lobe and in 1953 he removed large sections of his hippocampus in an attempt to stop the seizures. The treatment was a success, in that it resolved his epilepsy and his IQ and personality were unaffected. However, the doctors soon realized that HM exhibited a strange form of amnesia, called anterograde amnesia. HM was able to carry out a conversation and he could remember short strings of letters, digits, and words. Basically, his short term memory was preserved. However, HM could not commit new events to memory. He lost the ability to transfer information from his short-term memory to his long term memory, something memory researchers call consolidation. So while he could carry on a conversation with someone, he would completely forget the conversation after it ended. This was an extremely important case study for memory researchers because it suggested that there’s a dissociation between short-term memory and long-term memory, it suggested that these were two different abilities sub-served by different areas of the brain. It also suggested that the temporal lobes are particularly important for consolidating new information (i.e., for transferring information from short-term memory to long-term memory).

The history of psychology is filled with influential cases studies, such as Sigmund Freud’s description of “Anna O.” (see Note 6.1 “The Case of “Anna O.””) and John Watson and Rosalie Rayner’s description of Little Albert (Watson & Rayner, 1920) [7] , who allegedly learned to fear a white rat—along with other furry objects—when the researchers repeatedly made a loud noise every time the rat approached him.

The Case of “Anna O.”

Sigmund Freud used the case of a young woman he called “Anna O.” to illustrate many principles of his theory of psychoanalysis (Freud, 1961) [8] . (Her real name was Bertha Pappenheim, and she was an early feminist who went on to make important contributions to the field of social work.) Anna had come to Freud’s colleague Josef Breuer around 1880 with a variety of odd physical and psychological symptoms. One of them was that for several weeks she was unable to drink any fluids. According to Freud,

She would take up the glass of water that she longed for, but as soon as it touched her lips she would push it away like someone suffering from hydrophobia.…She lived only on fruit, such as melons, etc., so as to lessen her tormenting thirst. (p. 9)

But according to Freud, a breakthrough came one day while Anna was under hypnosis.

[S]he grumbled about her English “lady-companion,” whom she did not care for, and went on to describe, with every sign of disgust, how she had once gone into this lady’s room and how her little dog—horrid creature!—had drunk out of a glass there. The patient had said nothing, as she had wanted to be polite. After giving further energetic expression to the anger she had held back, she asked for something to drink, drank a large quantity of water without any difficulty, and awoke from her hypnosis with the glass at her lips; and thereupon the disturbance vanished, never to return. (p.9)

Freud’s interpretation was that Anna had repressed the memory of this incident along with the emotion that it triggered and that this was what had caused her inability to drink. Furthermore, he believed that her recollection of the incident, along with her expression of the emotion she had repressed, caused the symptom to go away.

As an illustration of Freud’s theory, the case study of Anna O. is quite effective. As evidence for the theory, however, it is essentially worthless. The description provides no way of knowing whether Anna had really repressed the memory of the dog drinking from the glass, whether this repression had caused her inability to drink, or whether recalling this “trauma” relieved the symptom. It is also unclear from this case study how typical or atypical Anna’s experience was.

Figure 6.8 Anna O. “Anna O.” was the subject of a famous case study used by Freud to illustrate the principles of psychoanalysis. Source: http://en.wikipedia.org/wiki/File:Pappenheim_1882.jpg

However, it is important to note that while case studies can provide insights into certain areas and variables to study, and can be useful in helping develop theories, they should never be used as evidence for theories. In other words, case studies can be used as inspiration to formulate theories and hypotheses, but those hypotheses and theories then need to be formally tested using more rigorous quantitative methods. The reason case studies shouldn’t be used to provide support for theories is that they suffer from problems with both internal and external validity. Case studies lack the proper controls that true experiments contain. As such, they suffer from problems with internal validity, so they cannot be used to determine causation. For instance, during HM’s surgery, the surgeon may have accidentally lesioned another area of HM’s brain (a possibility suggested by the dissection of HM’s brain following his death) and that lesion may have contributed to his inability to consolidate new information. The fact is, with case studies we cannot rule out these sorts of alternative explanations. So, as with all observational methods, case studies do not permit determination of causation. In addition, because case studies are often of a single individual, and typically an abnormal individual, researchers cannot generalize their conclusions to other individuals. Recall that with most research designs there is a trade-off between internal and external validity. With case studies, however, there are problems with both internal validity and external validity. So there are limits both to the ability to determine causation and to generalize the results. A final limitation of case studies is that ample opportunity exists for the theoretical biases of the researcher to color or bias the case description. Indeed, there have been accusations that the woman who studied HM destroyed a lot of her data that were not published and she has been called into question for destroying contradictory data that didn’t support her theory about how memories are consolidated. There is a fascinating New York Times article that describes some of the controversies that ensued after HM’s death and analysis of his brain that can be found at: https://www.nytimes.com/2016/08/07/magazine/the-brain-that-couldnt-remember.html?_r=0

Archival Research

Another approach that is often considered observational research involves analyzing archival data that have already been collected for some other purpose. An example is a study by Brett Pelham and his colleagues on “implicit egotism”—the tendency for people to prefer people, places, and things that are similar to themselves (Pelham, Carvallo, & Jones, 2005) [9] . In one study, they examined Social Security records to show that women with the names Virginia, Georgia, Louise, and Florence were especially likely to have moved to the states of Virginia, Georgia, Louisiana, and Florida, respectively.

As with naturalistic observation, measurement can be more or less straightforward when working with archival data. For example, counting the number of people named Virginia who live in various states based on Social Security records is relatively straightforward. But consider a study by Christopher Peterson and his colleagues on the relationship between optimism and health using data that had been collected many years before for a study on adult development (Peterson, Seligman, & Vaillant, 1988) [10] . In the 1940s, healthy male college students had completed an open-ended questionnaire about difficult wartime experiences. In the late 1980s, Peterson and his colleagues reviewed the men’s questionnaire responses to obtain a measure of explanatory style—their habitual ways of explaining bad events that happen to them. More pessimistic people tend to blame themselves and expect long-term negative consequences that affect many aspects of their lives, while more optimistic people tend to blame outside forces and expect limited negative consequences. To obtain a measure of explanatory style for each participant, the researchers used a procedure in which all negative events mentioned in the questionnaire responses, and any causal explanations for them were identified and written on index cards. These were given to a separate group of raters who rated each explanation in terms of three separate dimensions of optimism-pessimism. These ratings were then averaged to produce an explanatory style score for each participant. The researchers then assessed the statistical relationship between the men’s explanatory style as undergraduate students and archival measures of their health at approximately 60 years of age. The primary result was that the more optimistic the men were as undergraduate students, the healthier they were as older men. Pearson’s r was +.25.

This method is an example of content analysis —a family of systematic approaches to measurement using complex archival data. Just as structured observation requires specifying the behaviors of interest and then noting them as they occur, content analysis requires specifying keywords, phrases, or ideas and then finding all occurrences of them in the data. These occurrences can then be counted, timed (e.g., the amount of time devoted to entertainment topics on the nightly news show), or analyzed in a variety of other ways.

Media Attributions

What happens when you remove the hippocampus? – Sam Kean by TED-Ed licensed under a standard YouTube License
Pappenheim 1882 by unknown is in the Public Domain .
Festinger, L., Riecken, H., & Schachter, S. (1956). When prophecy fails: A social and psychological study of a modern group that predicted the destruction of the world. University of Minnesota Press. ↵
Rosenhan, D. L. (1973). On being sane in insane places. Science, 179 , 250–258. ↵
Wilkins, A. (2008). “Happier than Non-Christians”: Collective emotions and symbolic boundaries among evangelical Christians. Social Psychology Quarterly, 71 , 281–301. ↵
Levine, R. V., & Norenzayan, A. (1999). The pace of life in 31 countries. Journal of Cross-Cultural Psychology, 30 , 178–205. ↵
Kraut, R. E., & Johnston, R. E. (1979). Social and emotional messages of smiling: An ethological approach. Journal of Personality and Social Psychology, 37 , 1539–1553. ↵
Cohen, D., Nisbett, R. E., Bowdle, B. F., & Schwarz, N. (1996). Insult, aggression, and the southern culture of honor: An "experimental ethnography." Journal of Personality and Social Psychology, 70 (5), 945-960. ↵
Watson, J. B., & Rayner, R. (1920). Conditioned emotional reactions. Journal of Experimental Psychology, 3 , 1–14. ↵
Freud, S. (1961). Five lectures on psycho-analysis . New York, NY: Norton. ↵
Pelham, B. W., Carvallo, M., & Jones, J. T. (2005). Implicit egotism. Current Directions in Psychological Science, 14 , 106–110. ↵
Peterson, C., Seligman, M. E. P., & Vaillant, G. E. (1988). Pessimistic explanatory style is a risk factor for physical illness: A thirty-five year longitudinal study. Journal of Personality and Social Psychology, 55 , 23–27. ↵

Research that is non-experimental because it focuses on recording systemic observations of behavior in a natural or laboratory setting without manipulating anything.

An observational method that involves observing people’s behavior in the environment in which it typically occurs.

When researchers engage in naturalistic observation by making their observations as unobtrusively as possible so that participants are not aware that they are being studied.

Where the participants are made aware of the researcher presence and monitoring of their behavior.

Refers to when a measure changes participants’ behavior.

In the case of undisguised naturalistic observation, it is a type of reactivity when people know they are being observed and studied, they may act differently than they normally would.

Researchers become active participants in the group or situation they are studying.

Researchers pretend to be members of the social group they are observing and conceal their true identity as researchers.

Researchers become a part of the group they are studying and they disclose their true identity as researchers to the group under investigation.

When a researcher makes careful observations of one or more specific behaviors in a particular setting that is more structured than the settings used in naturalistic or participant observation.

A part of structured observation whereby the observers use a clearly defined set of guidelines to "code" behaviors—assigning specific behaviors they are observing to a category—and count the number of times or the duration that the behavior occurs.

An in-depth examination of an individual.

A family of systematic approaches to measurement using qualitative methods to analyze complex archival data.

Research Methods in Psychology Copyright © 2019 by Rajiv S. Jhangiani, I-Chant A. Chiang, Carrie Cuttler, & Dana C. Leighton is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Observation project
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It is essential that students learn how to write a report on a study before they have to write their internal assessments. Often it is believed that students already have learned somewhere else how to make data tables, represent data graphically, and cite sources. The goal of this assessment is to have students carry out a piece of research on their own. Students are asked to carry out an observational study - either...

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6.5 Observational Research

Learning objectives.

List the various types of observational research methods and distinguish between each
Describe the strengths and weakness of each observational research method.

What Is Observational Research?

Naturalistic Observation

Naturalistic observation is an observational method that involves observing people’s behavior in the environment in which it typically occurs. Thus naturalistic observation is a type of field research (as opposed to a type of laboratory research). Jane Goodall’s famous research on chimpanzees is a classic example of naturalistic observation. Dr. Goodall spent three decades observing chimpanzees in their natural environment in East Africa. She examined such things as chimpanzee’s social structure, mating patterns, gender roles, family structure, and care of offspring by observing them in the wild. However, naturalistic observation could more simply involve observing shoppers in a grocery store, children on a school playground, or psychiatric inpatients in their wards. Researchers engaged in naturalistic observation usually make their observations as unobtrusively as possible so that participants are not aware that they are being studied. Such an approach is called disguised naturalistic observation. Ethically, this method is considered to be acceptable if the participants remain anonymous and the behavior occurs in a public setting where people would not normally have an expectation of privacy. Grocery shoppers putting items into their shopping carts, for example, are engaged in public behavior that is easily observable by store employees and other shoppers. For this reason, most researchers would consider it ethically acceptable to observe them for a study. On the other hand, one of the arguments against the ethicality of the naturalistic observation of “bathroom behavior” discussed earlier in the book is that people have a reasonable expectation of privacy even in a public restroom and that this expectation was violated.

In cases where it is not ethical or practical to conduct disguised naturalistic observation, researchers can conduct undisguised naturalistic observation where the participants are made aware of the researcher presence and monitoring of their behavior. However, one concern with undisguised naturalistic observation is reactivity. Reactivity refers to when a measure changes participants’ behavior. In the case of undisguised naturalistic observation, the concern with reactivity is that when people know they are being observed and studied, they may act differently than they normally would. For instance, you may act much differently in a bar if you know that someone is observing you and recording your behaviors and this would invalidate the study. So disguised observation is less reactive and therefore can have higher validity because people are not aware that their behaviors are being observed and recorded. However, we now know that people often become used to being observed and with time they begin to behave naturally in the researcher’s presence. In other words, over time people habituate to being observed. Think about reality shows like Big Brother or Survivor where people are constantly being observed and recorded. While they may be on their best behavior at first, in a fairly short amount of time they are, flirting, having sex, wearing next to nothing, screaming at each other, and at times acting like complete fools in front of the entire nation.

Participant Observation

Another approach to data collection in observational research is participant observation. In participant observation , researchers become active participants in the group or situation they are studying. Participant observation is very similar to naturalistic observation in that it involves observing people’s behavior in the environment in which it typically occurs. As with naturalistic observation, the data that is collected can include interviews (usually unstructured), notes based on their observations and interactions, documents, photographs, and other artifacts. The only difference between naturalistic observation and participant observation is that researchers engaged in participant observation become active members of the group or situations they are studying. The basic rationale for participant observation is that there may be important information that is only accessible to, or can be interpreted only by, someone who is an active participant in the group or situation. Like naturalistic observation, participant observation can be either disguised or undisguised. In disguised participant observation, the researchers pretend to be members of the social group they are observing and conceal their true identity as researchers. In contrast with undisguised participant observation, the researchers become a part of the group they are studying and they disclose their true identity as researchers to the group under investigation. Once again there are important ethical issues to consider with disguised participant observation. First no informed consent can be obtained and second passive deception is being used. The researcher is passively deceiving the participants by intentionally withholding information about their motivations for being a part of the social group they are studying. But sometimes disguised participation is the only way to access a protective group (like a cult). Further, disguised participant observation is less prone to reactivity than undisguised participant observation.

Rosenhan’s study (1973) [1] of the experience of people in a psychiatric ward would be considered disguised participant observation because Rosenhan and his pseudopatients were admitted into psychiatric hospitals on the pretense of being patients so that they could observe the way that psychiatric patients are treated by staff. The staff and other patients were unaware of their true identities as researchers.

Another example of participant observation comes from a study by sociologist Amy Wilkins (published in Social Psychology Quarterly ) on a university-based religious organization that emphasized how happy its members were (Wilkins, 2008) [2] . Wilkins spent 12 months attending and participating in the group’s meetings and social events, and she interviewed several group members. In her study, Wilkins identified several ways in which the group “enforced” happiness—for example, by continually talking about happiness, discouraging the expression of negative emotions, and using happiness as a way to distinguish themselves from other groups.

One of the primary benefits of participant observation is that the researcher is in a much better position to understand the viewpoint and experiences of the people they are studying when they are apart of the social group. The primary limitation with this approach is that the mere presence of the observer could affect the behavior of the people being observed. While this is also a concern with naturalistic observation when researchers because active members of the social group they are studying, additional concerns arise that they may change the social dynamics and/or influence the behavior of the people they are studying. Similarly, if the researcher acts as a participant observer there can be concerns with biases resulting from developing relationships with the participants. Concretely, the researcher may become less objective resulting in more experimenter bias.

Structured Observation

Another observational method is structured observation. Here the investigator makes careful observations of one or more specific behaviors in a particular setting that is more structured than the settings used in naturalistic and participant observation. Often the setting in which the observations are made is not the natural setting, rather the researcher may observe people in the laboratory environment. Alternatively, the researcher may observe people in a natural setting (like a classroom setting) that they have structured some way, for instance by introducing some specific task participants are to engage in or by introducing a specific social situation or manipulation. Structured observation is very similar to naturalistic observation and participant observation in that in all cases researchers are observing naturally occurring behavior, however, the emphasis in structured observation is on gathering quantitative rather than qualitative data. Researchers using this approach are interested in a limited set of behaviors. This allows them to quantify the behaviors they are observing. In other words, structured observation is less global than naturalistic and participant observation because the researcher engaged in structured observations is interested in a small number of specific behaviors. Therefore, rather than recording everything that happens, the researcher only focuses on very specific behaviors of interest.

Structured observation is very similar to naturalistic observation and participant observation in that in all cases researchers are observing naturally occurring behavior, however, the emphasis in structured observation is on gathering quantitative rather than qualitative data. Researchers using this approach are interested in a limited set of behaviors. This allows them to quantify the behaviors they are observing. In other words, structured observation is less global than naturalistic and participant observation because the researcher engaged in structured observations is interested in a small number of specific behaviors. Therefore, rather than recording everything that happens, the researcher only focuses on very specific behaviors of interest.

Researchers Robert Levine and Ara Norenzayan used structured observation to study differences in the “pace of life” across countries (Levine & Norenzayan, 1999) [3] . One of their measures involved observing pedestrians in a large city to see how long it took them to walk 60 feet. They found that people in some countries walked reliably faster than people in other countries. For example, people in Canada and Sweden covered 60 feet in just under 13 seconds on average, while people in Brazil and Romania took close to 17 seconds. When structured observation takes place in the complex and even chaotic “real world,” the questions of when, where, and under what conditions the observations will be made, and who exactly will be observed are important to consider. Levine and Norenzayan described their sampling process as follows:

“Male and female walking speed over a distance of 60 feet was measured in at least two locations in main downtown areas in each city. Measurements were taken during main business hours on clear summer days. All locations were flat, unobstructed, had broad sidewalks, and were sufficiently uncrowded to allow pedestrians to move at potentially maximum speeds. To control for the effects of socializing, only pedestrians walking alone were used. Children, individuals with obvious physical handicaps, and window-shoppers were not timed. Thirty-five men and 35 women were timed in most cities.” (p. 186). Precise specification of the sampling process in this way makes data collection manageable for the observers, and it also provides some control over important extraneous variables. For example, by making their observations on clear summer days in all countries, Levine and Norenzayan controlled for effects of the weather on people’s walking speeds. In Levine and Norenzayan’s study, measurement was relatively straightforward. They simply measured out a 60-foot distance along a city sidewalk and then used a stopwatch to time participants as they walked over that distance.

As another example, researchers Robert Kraut and Robert Johnston wanted to study bowlers’ reactions to their shots, both when they were facing the pins and then when they turned toward their companions (Kraut & Johnston, 1979) [4] . But what “reactions” should they observe? Based on previous research and their own pilot testing, Kraut and Johnston created a list of reactions that included “closed smile,” “open smile,” “laugh,” “neutral face,” “look down,” “look away,” and “face cover” (covering one’s face with one’s hands). The observers committed this list to memory and then practiced by coding the reactions of bowlers who had been videotaped. During the actual study, the observers spoke into an audio recorder, describing the reactions they observed. Among the most interesting results of this study was that bowlers rarely smiled while they still faced the pins. They were much more likely to smile after they turned toward their companions, suggesting that smiling is not purely an expression of happiness but also a form of social communication.

When the observations require a judgment on the part of the observers—as in Kraut and Johnston’s study—this process is often described as coding . Coding generally requires clearly defining a set of target behaviors. The observers then categorize participants individually in terms of which behavior they have engaged in and the number of times they engaged in each behavior. The observers might even record the duration of each behavior. The target behaviors must be defined in such a way that different observers code them in the same way. This difficulty with coding is the issue of interrater reliability, as mentioned in Chapter 4. Researchers are expected to demonstrate the interrater reliability of their coding procedure by having multiple raters code the same behaviors independently and then showing that the different observers are in close agreement. Kraut and Johnston, for example, video recorded a subset of their participants’ reactions and had two observers independently code them. The two observers showed that they agreed on the reactions that were exhibited 97% of the time, indicating good interrater reliability.

One of the primary benefits of structured observation is that it is far more efficient than naturalistic and participant observation. Since the researchers are focused on specific behaviors this reduces time and expense. Also, often times the environment is structured to encourage the behaviors of interested which again means that researchers do not have to invest as much time in waiting for the behaviors of interest to naturally occur. Finally, researchers using this approach can clearly exert greater control over the environment. However, when researchers exert more control over the environment it may make the environment less natural which decreases external validity. It is less clear for instance whether structured observations made in a laboratory environment will generalize to a real world environment. Furthermore, since researchers engaged in structured observation are often not disguised there may be more concerns with reactivity.

Case Studies

Like many observational research methods, case studies tend to be more qualitative in nature. Case study methods involve an in-depth, and often a longitudinal examination of an individual. Depending on the focus of the case study, individuals may or may not be observed in their natural setting. If the natural setting is not what is of interest, then the individual may be brought into a therapist’s office or a researcher’s lab for study. Also, the bulk of the case study report will focus on in-depth descriptions of the person rather than on statistical analyses. With that said some quantitative data may also be included in the write-up of a case study. For instance, an individuals’ depression score may be compared to normative scores or their score before and after treatment may be compared. As with other qualitative methods, a variety of different methods and tools can be used to collect information on the case. For instance, interviews, naturalistic observation, structured observation, psychological testing (e.g., IQ test), and/or physiological measurements (e.g., brain scans) may be used to collect information on the individual.

www.youtube.com/watch?v=KkaXNvzE4pk

The history of psychology is filled with influential cases studies, such as Sigmund Freud’s description of “Anna O.” (see Note 6.1 “The Case of “Anna O.””) and John Watson and Rosalie Rayner’s description of Little Albert (Watson & Rayner, 1920) [5] , who learned to fear a white rat—along with other furry objects—when the researchers made a loud noise while he was playing with the rat.

The Case of “Anna O.”

Sigmund Freud used the case of a young woman he called “Anna O.” to illustrate many principles of his theory of psychoanalysis (Freud, 1961) [6] . (Her real name was Bertha Pappenheim, and she was an early feminist who went on to make important contributions to the field of social work.) Anna had come to Freud’s colleague Josef Breuer around 1880 with a variety of odd physical and psychological symptoms. One of them was that for several weeks she was unable to drink any fluids. According to Freud,

But according to Freud, a breakthrough came one day while Anna was under hypnosis.

Freud’s interpretation was that Anna had repressed the memory of this incident along with the emotion that it triggered and that this was what had caused her inability to drink. Furthermore, her recollection of the incident, along with her expression of the emotion she had repressed, caused the symptom to go away.

Figure 10.1 Anna O. “Anna O.” was the subject of a famous case study used by Freud to illustrate the principles of psychoanalysis. Source: http://en.wikipedia.org/wiki/File:Pappenheim_1882.jpg

Case studies are useful because they provide a level of detailed analysis not found in many other research methods and greater insights may be gained from this more detailed analysis. As a result of the case study, the researcher may gain a sharpened understanding of what might become important to look at more extensively in future more controlled research. Case studies are also often the only way to study rare conditions because it may be impossible to find a large enough sample to individuals with the condition to use quantitative methods. Although at first glance a case study of a rare individual might seem to tell us little about ourselves, they often do provide insights into normal behavior. The case of HM provided important insights into the role of the hippocampus in memory consolidation. However, it is important to note that while case studies can provide insights into certain areas and variables to study, and can be useful in helping develop theories, they should never be used as evidence for theories. In other words, case studies can be used as inspiration to formulate theories and hypotheses, but those hypotheses and theories then need to be formally tested using more rigorous quantitative methods.

The reason case studies shouldn’t be used to provide support for theories is that they suffer from problems with internal and external validity. Case studies lack the proper controls that true experiments contain. As such they suffer from problems with internal validity, so they cannot be used to determine causation. For instance, during HM’s surgery, the surgeon may have accidentally lesioned another area of HM’s brain (indeed questioning into the possibility of a separate brain lesion began after HM’s death and dissection of his brain) and that lesion may have contributed to his inability to consolidate new information. The fact is, with case studies we cannot rule out these sorts of alternative explanations. So as with all observational methods case studies do not permit determination of causation. In addition, because case studies are often of a single individual, and typically a very abnormal individual, researchers cannot generalize their conclusions to other individuals. Recall that with most research designs there is a trade-off between internal and external validity, with case studies, however, there are problems with both internal validity and external validity. So there are limits both to the ability to determine causation and to generalize the results. A final limitation of case studies is that ample opportunity exists for the theoretical biases of the researcher to color or bias the case description. Indeed, there have been accusations that the woman who studied HM destroyed a lot of her data that were not published and she has been called into question for destroying contradictory data that didn’t support her theory about how memories are consolidated. There is a fascinating New York Times article that describes some of the controversies that ensued after HM’s death and analysis of his brain that can be found at: https://www.nytimes.com/2016/08/07/magazine/the-brain-that-couldnt-remember.html?_r=0

Archival Research

Another approach that is often considered observational research is the use of archival research which involves analyzing data that have already been collected for some other purpose. An example is a study by Brett Pelham and his colleagues on “implicit egotism”—the tendency for people to prefer people, places, and things that are similar to themselves (Pelham, Carvallo, & Jones, 2005) [7] . In one study, they examined Social Security records to show that women with the names Virginia, Georgia, Louise, and Florence were especially likely to have moved to the states of Virginia, Georgia, Louisiana, and Florida, respectively.

As with naturalistic observation, measurement can be more or less straightforward when working with archival data. For example, counting the number of people named Virginia who live in various states based on Social Security records is relatively straightforward. But consider a study by Christopher Peterson and his colleagues on the relationship between optimism and health using data that had been collected many years before for a study on adult development (Peterson, Seligman, & Vaillant, 1988) [8] . In the 1940s, healthy male college students had completed an open-ended questionnaire about difficult wartime experiences. In the late 1980s, Peterson and his colleagues reviewed the men’s questionnaire responses to obtain a measure of explanatory style—their habitual ways of explaining bad events that happen to them. More pessimistic people tend to blame themselves and expect long-term negative consequences that affect many aspects of their lives, while more optimistic people tend to blame outside forces and expect limited negative consequences. To obtain a measure of explanatory style for each participant, the researchers used a procedure in which all negative events mentioned in the questionnaire responses, and any causal explanations for them were identified and written on index cards. These were given to a separate group of raters who rated each explanation in terms of three separate dimensions of optimism-pessimism. These ratings were then averaged to produce an explanatory style score for each participant. The researchers then assessed the statistical relationship between the men’s explanatory style as undergraduate students and archival measures of their health at approximately 60 years of age. The primary result was that the more optimistic the men were as undergraduate students, the healthier they were as older men. Pearson’s r was +.25.

Key Takeaways

There are several different approaches to observational research including naturalistic observation, participant observation, structured observation, case studies, and archival research.
Naturalistic observation is used to observe people in their natural setting, participant observation involves becoming an active member of the group being observed, structured observation involves coding a small number of behaviors in a quantitative manner, case studies are typically used to collect in-depth information on a single individual, and archival research involves analysing existing data.
Describe one problem related to internal validity.
Describe one problem related to external validity.
Generate one hypothesis suggested by the case study that might be interesting to test in a systematic single-subject or group study.
Rosenhan, D. L. (1973). On being sane in insane places. Science, 179 , 250–258. ↵
Wilkins, A. (2008). “Happier than Non-Christians”: Collective emotions and symbolic boundaries among evangelical Christians. Social Psychology Quarterly, 71 , 281–301. ↵
Levine, R. V., & Norenzayan, A. (1999). The pace of life in 31 countries. Journal of Cross-Cultural Psychology, 30 , 178–205. ↵
Kraut, R. E., & Johnston, R. E. (1979). Social and emotional messages of smiling: An ethological approach. Journal of Personality and Social Psychology, 37 , 1539–1553. ↵
Watson, J. B., & Rayner, R. (1920). Conditioned emotional reactions. Journal of Experimental Psychology, 3 , 1–14. ↵
Freud, S. (1961). Five lectures on psycho-analysis . New York, NY: Norton. ↵
Pelham, B. W., Carvallo, M., & Jones, J. T. (2005). Implicit egotism. Current Directions in Psychological Science, 14 , 106–110. ↵
Peterson, C., Seligman, M. E. P., & Vaillant, G. E. (1988). Pessimistic explanatory style is a risk factor for physical illness: A thirty-five year longitudinal study. Journal of Personality and Social Psychology, 55 , 23–27. ↵

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Soical Psychology Observation Projects

Social Psychology Observation Research ideas

1. Money or Happiness?

Set up an experiment where people are given a choice between two flash cards. One with 1 Billion dollars or another with 100 happy healthy years of life guaranteed.

2. Does eye contact matter?

You and another person ask several people for directions or instructions. One person asks the question while looking away, the other looks into the eyes of the subject intently

3. Mind power

Ask subjects to predict a card drawn from a deck of cards.

4. Bystander effect

Observe whether or not people will help when a person drops a pen or a book, etc. Observe and record the number of males vs. females that help.

5. Design your own social psychology experiment.

Must be approved BEFORE you start the observations.

What is observational research?

This is part of our Essential Guide to Coding Qualitative Data | Start a Free Trial

Observational research is a research technique where you observe participants and phenomena in their most natural settings. This enables researchers to see their subjects make choices and react to situations in their natural setting, as opposed to structured settings like research labs or focus groups.

What are different kinds of observational research?

Naturalistic observation.

With naturalistic observation, observation occurs directly in the environment where the phenomenon occurs. The observations are made as unobtrusively as possible with the researcher not directly interacting with the participants in any way.

Participant observation

With participant observation, researchers actively participate in the study itself. In addition to observing behaviors, a researcher might conduct interviews, take notes, look at documents, and take photographs.

Structured observation

With structured observation, researchers do not observe in the natural setting, but instead in a lab or a simulated environment. A structured observation is meant to observe a specific, limited set of behaviors. This method is less natural, but enables less variables to be at play.

When should I conduct observational research

You should conduct observation behavior when you want to:

See how participants behave in a natural setting

See how real world factors influence behavior

Describe a phenomenon

What are some observational research methods?

Observation methods in research are utilized in many qualitative research methodologies such as thematic analysis and grounded theory . Both methods can involve stages of collecting data through observational methods in natural settings.

What are the advantages and disadvantages of observational research?

Before you consider embarking on the process of observation in research, consider the advantages and disadvantages.

When you conduct observational research, you can observe what happens in a natural setting. This allows you to discover insights that you normally couldn’t glean from other research methods like focus groups or surveys. The behaviors that you observe can be more natural and accurate than if you were to observe them in a controlled setting.

Disadvantages

When you do observational research, it can be difficult to control variables since you won’t have control over the environment. Furthermore, it can also be time intensive and expensive to conduct observational studies.

What do I need to consider when conducting observational research?

Get permission .

Make sure you have the right permissions in place to conduct your research. This can vary depending on the environment you’re going to and the type of people you’re observing. Make sure to do your homework and obtain all the permissions you need.

Be prepared and have back up plans

A lot can happen during an observational study. Make sure that you’re prepared with back-up plans. Bring extra batteries for your cameras, extra paper for taking notes, and more. Be sure to have a plan for where and when to use the bathroom, and when you’ll eat your meals. It will pay dividends to do good planning ahead of time.

What are the steps of observation?

Determine your research objective. .

Understand the objective and goals of your research. Figure out what questions you’re trying to answer, and determine who you’re trying to observe and why. See our article on how to come up with a research objective.

Determine questions and create a research guide

From your research questions, create a research guide that outlines how you’ll approach gathering answers to your questions.

Establish your method of gathering data

Determine whether you will be taking a naturalistic observation or an active participant approach. Decide if you’ll be recording audio or video, taking pictures, and/or taking notes.

Go into the field and do your observations! Make sure you obtain all necessary permissions ahead of time.

Prepare your data

After the observation, prepare your data for analysis. Get your audio and video recordings transcribed, and start to organize your notes and papers. See our article on how to get audio transcribed.

Analyze behaviors in your data

Dive into the data and make sense of it. Systematically code and organize your data to find themes and patterns. See our articles on qualitative coding to learn more about this step.

Qualitative analysis doesn't have to be overwhelming

Take delve's free online course to learn how to find themes and patterns in your qualitative data. get started here..

Try Delve, Observational Research Software

Online software such as Delve can help streamline how you’re coding your qualitative coding. Try a free trial or request a demo of the Delve.

Observation Method in Psychology: Naturalistic, Participant and Controlled

Saul Mcleod, PhD

Educator, Researcher

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Learn about our Editorial Process

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

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Observation (watching what people do) would seem to be an obvious method of carrying out research in psychology. However, there are different types of observational methods, and distinctions need to be made between:

1. Controlled Observations 2. Naturalistic Observations 3. Participant Observations

In addition to the above categories, observations can also be either overt/disclosed (the participants know they are being studied) or covert/undisclosed (the researcher keeps their real identity a secret from the research subjects, acting as a genuine member of the group).

In general, observations are relatively cheap to carry out, and the researcher needs few resources. However, they can often be very time-consuming and longitudinal.

Controlled Observation

Controlled observation is a research method for studying behavior in a carefully controlled and structured environment.

The researcher sets specific conditions, variables, and procedures to systematically observe and measure behavior, allowing for greater control and comparison of different conditions or groups.

The researcher decides where the observation will occur, at what time, with which participants, and in what circumstances, and uses a standardized procedure. Participants are randomly allocated to each independent variable group.

Rather than writing a detailed description of all behavior observed, it is often easier to code behavior according to a previously agreed scale using a behavior schedule (i.e., conducting a structured observation).

The researcher systematically classifies the behavior they observe into distinct categories. Coding might involve numbers or letters to describe a characteristic or the use of a scale to measure behavior intensity.

The categories on the schedule are coded so that the data collected can be easily counted and turned into statistics.

For example, Mary Ainsworth used a behavior schedule to study how infants responded to brief periods of separation from their mothers. During the Strange Situation procedure infant’s interaction behaviors directed toward the mother were measured, e.g.

Proximity and contacting seeking
Contact maintaining
Avoidance of proximity and contact
Resistance to contact and comforting

The observer noted down the behavior displayed during 15-second intervals and scored the behavior for intensity on a scale of 1 to 7.

Sometimes the behavior of participants is observed through a two-way mirror, or they are secretly filmed. Albert Bandura used this method to study aggression in children (the Bobo doll studies ).

A lot of research has been carried out in sleep laboratories as well. Here electrodes are attached to the scalp of participants. What is observed are the changes in electrical activity in the brain during sleep ( the machine is called an electroencephalogram – an EEG ).

Controlled observations are usually overt as the researcher explains the research aim to the group so the participants know they are being observed.

Controlled observations are also usually non-participant as the researcher avoids any direct contact with the group, keeping a distance (e.g., observing behind a two-way mirror).

Controlled observations can be easily replicated by other researchers by using the same observation schedule. This means it is easy to test for reliability .
The data obtained from structured observations is easier and quicker to analyze as it is quantitative (i.e., numerical) – making this a less time-consuming method compared to naturalistic observations.
Controlled observations are fairly quick to conduct which means that many observations can take place within a short amount of time. This means a large sample can be obtained, resulting in the findings being representative and having the ability to be generalized to a large population.

Limitations

Controlled observations can lack validity due to the Hawthorne effect /demand characteristics. When participants know they are being watched, they may act differently.

Naturalistic Observation

Naturalistic observation is a research method in which the researcher studies behavior in its natural setting without intervention or manipulation.

It involves observing and recording behavior as it naturally occurs, providing insights into real-life behaviors and interactions in their natural context.

Naturalistic observation is a research method commonly used by psychologists and other social scientists.

This technique involves observing and studying the spontaneous behavior of participants in natural surroundings. The researcher simply records what they see in whatever way they can.

In unstructured observations, the researcher records all relevant behavior without a system. There may be too much to record, and the behaviors recorded may not necessarily be the most important, so the approach is usually used as a pilot study to see what type of behaviors would be recorded.

Compared with controlled observations, it is like the difference between studying wild animals in a zoo and studying them in their natural habitat.

With regard to human subjects, Margaret Mead used this method to research the way of life of different tribes living on islands in the South Pacific. Kathy Sylva used it to study children at play by observing their behavior in a playgroup in Oxfordshire.

By being able to observe the flow of behavior in its own setting, studies have greater ecological validity.
Like case studies , naturalistic observation is often used to generate new ideas. Because it gives the researcher the opportunity to study the total situation, it often suggests avenues of inquiry not thought of before.
These observations are often conducted on a micro (small) scale and may lack a representative sample (biased in relation to age, gender, social class, or ethnicity). This may result in the findings lacking the ability to generalize to wider society.
Natural observations are less reliable as other variables cannot be controlled. This makes it difficult for another researcher to repeat the study in exactly the same way.
A further disadvantage is that the researcher needs to be trained to be able to recognize aspects of a situation that are psychologically significant and worth further attention.
With observations, we do not have manipulations of variables (or control over extraneous variables), meaning cause-and-effect relationships cannot be established.

Participant Observation

Participant observation is a variant of the above (natural observations) but here, the researcher joins in and becomes part of the group they are studying to get a deeper insight into their lives.

If it were research on animals , we would now not only be studying them in their natural habitat but be living alongside them as well!

Leon Festinger used this approach in a famous study into a religious cult that believed that the end of the world was about to occur. He joined the cult and studied how they reacted when the prophecy did not come true.

Participant observations can be either cover or overt. Covert is where the study is carried out “undercover.” The researcher’s real identity and purpose are kept concealed from the group being studied.

The researcher takes a false identity and role, usually posing as a genuine member of the group.

On the other hand, overt is where the researcher reveals his or her true identity and purpose to the group and asks permission to observe.

It can be difficult to get time/privacy for recording. For example, researchers can’t take notes openly with covert observations as this would blow their cover. This means they must wait until they are alone and rely on their memory. This is a problem as they may forget details and are unlikely to remember direct quotations.
If the researcher becomes too involved, they may lose objectivity and become biased. There is always the danger that we will “see” what we expect (or want) to see. This problem is because they could selectively report information instead of noting everything they observe. Thus reducing the validity of their data.

Recording of Data

With controlled/structured observation studies, an important decision the researcher has to make is how to classify and record the data. Usually, this will involve a method of sampling. The three main sampling methods are:

Event sampling . The observer decides in advance what types of behavior (events) she is interested in and records all occurrences. All other types of behavior are ignored.
Time sampling . The observer decides in advance that observation will occur only during specified time periods (e.g., 10 minutes every hour, 1 hour per day) and records the occurrence of the specified behavior during that period only.
Instantaneous (target time) sampling . The observer decides in advance the pre-selected moments when observation will occur and records what is happening at that instant. Everything happening before or after is ignored.

10 Observational Research Examples

observational research examples and definition, explained below

Observational research involves observing the actions of people or animals, usually in their natural environments.

For example, Jane Goodall famously observed chimpanzees in the wild and reported on their group behaviors. Similarly, many educational researchers will conduct observations in classrooms to gain insights into how children learn.

Examples of Observational Research

1. jane goodall’s research.

Jane Goodall is famous for her discovery that chimpanzees use tools. It is one of the most remarkable findings in psychology and anthropology .

Her primary method of study involved simply entering the natural habitat of her research subjects, sitting down with pencil and paper, and making detailed notes of what she observed.

Those observations were later organized and transformed into research papers that provided the world with amazing insights into animal behavior.

When she first discovered that chimpanzees use twigs to “fish” for termites, it was absolutely stunning. The renowned Louis Leakey proclaimed: “we must now redefine tool, redefine man, or accept chimps as humans.”

2. Linguistic Development of Children

Answering a question like, “how do children learn to speak,” can only be answered by observing young children at home.

By the time kids get to first grade, their language skills have already become well-developed, with a vocabulary of thousands of words and the ability to use relatively complex sentences.

Therefore, a researcher has to conduct their study in the child’s home environment. This typically involves having a trained data collector sit in a corner of a room and take detailed notes about what and how parents speak to their child.

Those observations are later classified in a way that they can be converted into quantifiable measures for statistical analysis.

For example, the data might be coded in terms of how many words the parents spoke, degree of sentence complexity, or emotional dynamic of being encouraging or critical. When the data is analyzed, it might reveal how patterns of parental comments are linked to the child’s level of linguistic development.

Related Article: 15 Action Research Examples

3. Consumer Product Design

Before Apple releases a new product to the market, they conduct extensive analyses of how the product will be perceived and used by consumers.

The company wants to know what kind of experience the consumer will have when using the product. Is the interface user-friendly and smooth? Does it fit comfortably in a person’s hand?

Is the overall experience pleasant?

So, the company will arrange for groups of prospective customers come to the lab and simply use the next iteration of one of their great products. That lab will absolutely contain a two-way mirror and a team of trained observers sitting behind it, taking detailed notes of what the test groups are doing. The groups might even be video recorded so their behavior can be observed again and again.

That will be followed by a focus group discussion , maybe a survey or two, and possibly some one-on-one interviews.

4. Satellite Images of Walmart

Observational research can even make some people millions of dollars. For example, a report by NPR describes how stock market analysts observe Walmart parking lots to predict the company’s earnings.

The analysts purchase satellite images of selected parking lots across the country, maybe even worldwide. That data is combined with what they know about customer purchasing habits, broken down by time of day and geographic region.

Over time, a detailed set of calculations are performed that allows the analysts to predict the company’s earnings with a remarkable degree of accuracy .

This kind of observational research can result in substantial profits.

5. Spying on Farms

Similar to the example above, observational research can also be implemented to study agriculture and farming.

By using infrared imaging software from satellites, some companies can observe crops across the globe. The images provide measures of chlorophyll absorption and moisture content, which can then be used to predict yields. Those images also allow analysts to simply count the number of acres being planted for specific crops across the globe.

In commodities such as wheat and corn, that prediction can lead to huge profits in the futures markets.

It’s an interesting application of observational research with serious monetary implications.

6. Decision-making Group Dynamics

When large corporations make big decisions, it can have serious consequences to the company’s profitability, or even survival.

Therefore, having a deep understanding of decision-making processes is essential. Although most of us think that we are quite rational in how we process information and formulate a solution, as it turns out, that’s not entirely true.

Decades of psychological research has focused on the function of statements that people make to each other during meetings. For example, there are task-masters, harmonizers, jokers, and others that are not involved at all.

A typical study involves having professional, trained observers watch a meeting transpire, either from a two-way mirror, by sitting-in on the meeting at the side, or observing through CCTV.

By tracking who says what to whom, and the type of statements being made, researchers can identify weaknesses and inefficiencies in how a particular group engages the decision-making process.

See More: Decision-Making Examples

7. Case Studies

A case study is an in-depth examination of one particular person. It is a form of observational research that involves the researcher spending a great deal of time with a single individual to gain a very detailed understanding of their behavior.

The researcher may take extensive notes, conduct interviews with the individual, or take video recordings of behavior for further study.

Case studies give a level of detailed information that is not available when studying large groups of people. That level of detail can often provide insights into a phenomenon that could lead to the development of a new theory or help a researcher identify new areas of research.

Researchers sometimes have no choice but to conduct a case study in situations in which the phenomenon under study is “rare and unusual” (Lee & Saunders, 2017). Because the condition is so uncommon, it is impossible to find a large enough sample of cases to study with quantitative methods.

Go Deeper: Pros and Cons of Case Study Research

8. Infant Attachment

One of the first studies on infant attachment utilized an observational research methodology . Mary Ainsworth went to Uganda in 1954 to study maternal practices and mother/infant bonding.

Ainsworth visited the homes of 26 families on a bi-monthly basis for 2 years, taking detailed notes and interviewing the mothers regarding their parenting practices.

Her notes were then turned into academic papers and formed the basis for the Strange Situations test that she developed for the laboratory setting.

The Strange Situations test consists of 8 situations, each one lasting no more than a few minutes. Trained observers are stationed behind a two-way mirror and have been trained to make systematic observations of the baby’s actions in each situation.

9. Ethnographic Research

Ethnography is a type of observational research where the researcher becomes part of a particular group or society.

The researcher’s role as data collector is hidden and they attempt to immerse themselves in the community as a regular member of the group.

By being a part of the group and keeping one’s purpose hidden, the researcher can observe the natural behavior of the members up-close. The group will behave as they would naturally and treat the researcher as if they were just another member. This can lead to insights into the group dynamics , beliefs, customs and rituals that could never be studied otherwise.

10. Time and Motion Studies

Time and motion studies involve observing work processes in the work environment. The goal is to make procedures more efficient, which can involve reducing the number of movements needed to complete a task.

Reducing the movements necessary to complete a task increases efficiency, and therefore improves productivity. A time and motion study can also identify safety issues that may cause harm to workers, and thereby help create a safer work environment.

The two most famous early pioneers of this type of observational research are Frank and Lillian Gilbreth.

Lilian was a psychologist that began to study the bricklayers of her husband Frank’s construction company. Together, they figured out a way to reduce the number of movements needed to lay bricks from 18 to 4 (see original video footage here ).

The couple became quite famous for their work during the industrial revolution and

Lillian became the only psychologist to appear on a postage stamp (in 1884).

Why do Observational Research?

Psychologists and anthropologists employ this methodology because:

Psychologists find that studying people in a laboratory setting is very artificial. People often change their behavior if they know it is going to be analyzed by a psychologist later.
Anthropologists often study unique cultures and indigenous peoples that have little contact with modern society. They often live in remote regions of the world, so, observing their behavior in a natural setting may be the only option.
In animal studies , there are lots of interesting phenomenon that simply cannot be observed in a laboratory, such as foraging behavior or mate selection. Therefore, observational research is the best and only option available.

Read Also: Difference Between Observation and Inference

Observational research is an incredibly useful way to collect data on a phenomenon that simply can’t be observed in a lab setting. This can provide insights into human behavior that could never be revealed in an experiment (see: experimental vs observational research ).

Researchers employ observational research methodologies when they travel to remote regions of the world to study indigenous people, try to understand how parental interactions affect a child’s language development, or how animals survive in their natural habitats.

On the business side, observational research is used to understand how products are perceived by customers, how groups make important decisions that affect profits, or make economic predictions that can lead to huge monetary gains.

Ainsworth, M. D. S. (1967). Infancy in Uganda . Baltimore: Johns Hopkins University Press.

Ainsworth, M. D. S., Blehar, M., Waters, E., & Wall, S. (1978). Patterns of attachment: A

psychological study of the Strange Situation. Hillsdale: Erlbaum.

Crowe, S., Cresswell, K., Robertson, A., Huby, G., Avery, A., & Sheikh, A. (2011). The case study approach. BMC Medical Research Methodology , 11 , 100. https://doi.org/10.1186/1471-2288-11-100

d’Apice, K., Latham, R., & Stumm, S. (2019). A naturalistic home observational approach to children’s language, cognition, and behavior. Developmental Psychology, 55 (7),1414-1427. https://doi.org/10.1037/dev0000733

Lee, B., & Saunders, M. N. K. (2017). Conducting Case Study Research for Business and Management Students. SAGE Publications.

Dave Cornell (PhD)

Dr. Cornell has worked in education for more than 20 years. His work has involved designing teacher certification for Trinity College in London and in-service training for state governments in the United States. He has trained kindergarten teachers in 8 countries and helped businessmen and women open baby centers and kindergartens in 3 countries.

Dave Cornell (PhD) #molongui-disabled-link 25 Positive Punishment Examples
Dave Cornell (PhD) #molongui-disabled-link 25 Dissociation Examples (Psychology)
Dave Cornell (PhD) #molongui-disabled-link 15 Zone of Proximal Development Examples
Dave Cornell (PhD) #molongui-disabled-link Perception Checking: 15 Examples and Definition

Chris Drew (PhD)

This article was peer-reviewed and edited by Chris Drew (PhD). The review process on Helpful Professor involves having a PhD level expert fact check, edit, and contribute to articles. Reviewers ensure all content reflects expert academic consensus and is backed up with reference to academic studies. Dr. Drew has published over 20 academic articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education and holds a PhD in Education from ACU.

Chris Drew (PhD) #molongui-disabled-link 25 Positive Punishment Examples
Chris Drew (PhD) #molongui-disabled-link 25 Dissociation Examples (Psychology)
Chris Drew (PhD) #molongui-disabled-link 15 Zone of Proximal Development Examples
Chris Drew (PhD) #molongui-disabled-link Perception Checking: 15 Examples and Definition

Observation in psychology

by Eddy Galjusi

People who are not scientists often do casual observations. What is the difference between casual and scientific observation is how they are conducted. Scientific observation is made under precisely defined conditions, in a systematic and objective manner, and with careful record keeping. When conducted this way, it gives important information about the variables and its predictors. But why do we use observation in psychology? One of the aims of psychologists is to describe behavior in its natural setting. Many of the behaviors of an organism is dependent on the environment (e.g. Some monkeys don't eat meat in wild environments but eat meat when they are captured, or obese people who don't eat when they are with other people). Frequently observation is the first step in the discovery of the causes of human behavior. Without observation, all science, including psychology, would be an empty shell. Although the phenomena being observed will be different for each science, the skills of observation are a key ingredient of scientific training in any discipline.

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Charles Abramson

2012, Behavioral Sciences

Toward a Brighter Future for Psychology as an Observation Oriented Science

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2017, Human Ethology Bulletin

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Despite their interest in the subject, students of psychology often find it difficult to answer this basic question in a clear, concise and specific manner. Some might say that psychology is a study of "human behaviour"; some might say it is a study of the "mind or brain"; others might say that it is a study of personality and what motivates people to do what they do. All are partly correc t, but each of these answers is focused on only some aspect of psychology. It is now generally agreed that psychology is a science. Psychologists study *Behaviour Behaviour includes being kind, angry, breathing, walking, aggressive, getting old, becoming a grandparent and so on. *Experience-If we study behaviour, we need to understand what the experience of that behaviour is like for the individual. Ie. If we study someone being angry, we need to know what that feels like for the person. *Human and animal behaviour-often psychologists can not perform experiments on humans for ethical reasons and may use animals to try to gain understanding of human behaviour. For example, by trying to teach monkeys to talk, researchers have gained insight into how humans may develop their language skills. As psychology is a science,-it is vital that it can be studied scientifically and objectively. We can study, experiment with and objectively talk about manifest behaviour. However, the experience of that behaviour is a subjective experience, where we rely on the individual to tell us how it feels. Therefore, a generally accepted definition of psychology is "the study of human behaviour. Behaviour can provide us with valuable windows into a person's emotional and cognitive states, and if we can understand the psychological influences on behaviour, we can try to better understand a person's inner experience. Definition Subjective-Usually used to refer to something existing inside oneself and not capable of being experienced by others. This contrasts with Objective-dealing with facts in a way that is unaffected by feelings or opinions. Positivism-A philosophical doctrine that scientific knowledge is limited to observed fact and experience.

Lesson 1. THE NATURE and SCOPE OF PSYCHOLOGY LESSON AIM Define psychology and explain basic theoretic approaches

Hyunmin Yoon

Thomas Szulevicz

Observational Methods in Educational Psychology

Stephen Lea

1979, Higher Education Quarterly

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karen huitzil

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Maria Carla Galavotti

2004, Boston Studies in the Philosophy of Science

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raghav agrawal

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Thiago P B Moraes

2022, Academia Letters

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Ginger Weade

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James Grice

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Dariusz Dolinski

Health Psychology Report

Although social psychology is defined as the science that explores the social behaviour of people, today’s re-search, which is devoted to this matter, is primarily (or almost exclusively) focused on highly specific behav-iours that Baumeister, Vohs and Funder wittily called “finger movements”. The point is that psychologists most often ask people to fill in various scales and questionnaires and/or to imagine that they found themselves in some situation and answer how they would behave in it. The author of the article asks a question about the rea-sons for this state of affairs, and also claims that psychology should return to examining real human reactions, and not only verbal declarations about how a person would react in a particular situation.

inspired media

John Schostak

2023, International Encyclopedia of Education, 4th edition, Elsevier

What is naturalistic about 'naturalistic observation'? Although a method of social inquiry, located within contested academic discourses, it is also something we do all the time, in our everyday lives, without necessarily remarking upon it unless, of course, we are caught and accused of being 'nosey'. "Are you looking at me?" can in certain situations be not so much a question as a threat; or, perhaps a seductive provocation. We have, in many circumstances to 'keep our eyes open', 'have our wits about us' to avoid dangers. Or, simply, to 'keep aware' to know what is going on, in order to participate, to contribute our views to a situation, to recognise others and be a part of a community. In all its forms, whether as something we do as a part of everyday living, or as part of a research project, 'naturalistic observation' is highly complex, sensitive, and often problematic yet necessary to our social existence and identities. The question then is, how do we make sense of what we are continually observing? And how do we know what we think is going on, is actually going on?

GABRIELA GAVINA CHUB

Akinbode Olanike

Dariusz Doliński

Social Psychological Bulletin

This article is a polemic with the eminent psychologists whose articles are published in the present edition of this journal. These articles present their views on the introductory article of the same volume titled “Is psychology still a science of behaviour?” The author of this article concurs with his polemicists that the fundamental task of psychology should be to explain behaviour, not merely to predict it. That said, he argues that in order for this to occur, psychology must, by necessity, study real human behaviours (which, in the opinion of some of the polemicists, is not an imperative). At the same time, he admits that an understanding of behaviour also requires studying what people think and feel.

Social Psychology Should Be a Science of Feelings, Thoughts and Behaviour

Lahiru M A D U R A N G A Wijesooriya

Jari Lavonen

Nordic Studies in Science Education

Scientific observation plays a central part in the formation of scientific knowledge and thus it has animportant role in the teaching and learning of science. Despite its importance there are only a few studies that focus on the problems in making observations. The paper begins with the collection offactors effecting scientific observation. In order to find out primary school student teachers’ conceptions of scientific observation 110 student teachers were asked to write what things they connect tomaking scientific observations. For the majority of the student teachers making observations seemsto mean in the first place just noticing things. Only about 30% of the student teachers connectedearlier experiences and knowledge with observations and only 30% of the student teachers mentioned processing of information. To become efficient at it, student teachers need plenty of practice and experience of the different features of scientific observation.

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Chahrazad Abdallah

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Dawn Blasko

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35 RESONANCE ⎜ September 1998 A few issues earlier (Resonance, November,1997) I had written an article titled ‘Is Psychology a Science?’ In it, I described some aspects of psychological research that I felt were related to the question of what constitutes scientific enquiry. In this article, I’d like to give you a feel for the kinds of questions psychologists ask, and how they attempt to answer them. I’ve chosen the broad area of cognitive psychology – the study of how people acquire, organise, remember and use knowledge to guide their behaviour.

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Marino Pérez Álvarez

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The turn of qualitative inquiry suggests a more open, plural conception of psychology than just the science of the mind and behavior as it is most commonly defined. Historical, ontological and epistemological binding of this conception of psychology to the positivist method of natural science may have exhausted its possibilities, and after having contributed to its prestige as a science, has now become an obstacle. It is proposed that psychology be reconceived as a science of subject and comportment in the framework of a contextual hermeneutic, social, human behavioral science. Thus, without rejecting quantitative inquiry, psychology recovers territory left aside like introspection and pre-reflective self-awareness, and reconnects with traditions marginalized from the main stream. From this perspective psychology might also recover its credibility as a human science in view of current skepticism.

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Alpha Kefas

Observational methods are useful ways in which teachers can build judgements about individual pupils. There is a whole range of methods but some are easier to use in a busy classroom than others. Overall, it is worth thinking about selecting a 'toolkit' of user-friendly methods and making good and regular use of them. They need to be easily understood by the whole class team, teacher and teaching assistants, and should help the team and the parents and others learn about the pupil. Below are some well-established methods which you might consider using to observe the pupils. Needless to say, this is not a definitive list! Running Records. A running record is a continuous observation of a behavior stream for a particular period of time. The observer writes down what the pupil says and does for a length of time or a particular activity. During the recording, the observer should aim not to interpret what is seen but to provide an account of a naturally occurring behaviour. The purpose of the running record is to gather a great deal of information, which is generally qualitative in nature. After making a record, the observer may write up their conclusion and briefly summarise what occurred. Running records clearly support planning of activities for individual pupils. They result in the systematic collection of detailed, descriptive narrative data about development. The main problems for teachers are that they require time to be set aside at regular intervals when an observer, usually the teacher or a teaching assistant, is freed to make the record. Making good running records calls for a good understanding of how children learn, knowledge of the child being observed, sensitivity, expertise and objectivity on the part of the observer. Anecdotal Records An anecdotal record is a short, concise, nonjudgmental written record of one directly observed incident rather than a narrative about a continuous stream of behaviour. The observer records the incident after the observation and briefly captures the essence of what the pupil said and did and the context in which this occurred. Not just any event is recorded; records are kept only of something the pupils says or does that seems as developmentally significant and valuable. Usually, the observer can make a quick memo using key words that are transcribed later. In many settings, staff use post-it notes for writing down observations of children engaged in learning activities. The notes are dated and linked to a particular area of learning or a priority target in the pupil's individual education plan (IEP). It helps to place the notes on a notice board alongside the pupil's name. This helps staff to see which pupils have been observed and makes it plain if there is a need to focus observations on particular pupils. Post-it notes only work if staff take the time to organise them and refer to them. The aim is to systematically gather information, which is generally qualitative in nature, to document significant evidence of the pupil's development. These anecdotal records are relatively easy to use and are less time consuming than running records. They can provides a rich source of documentation for recording a pupil's developmental progress in key areas. They are useful for curriculum planning and constructing IEPs and writing summaries for reports for parents

Daniel Weiskopf

Ivan V Ivanov

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1984, Informal Logic

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Book Review: The Science of Observational MethodsA review of MartinPaul and BatesonPatrick, Measuring Behaviour: An Introductory Guide (3rd ed.). Cambridge University Press, Cambridge, 2007, 176 pp., US$45.00, ISBN 978-0521535632 (paperback)

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From a philosophical-methodological perspective, this paper analyzes the characterization of observation and experimentation in science, showing the different types of observations and the different ways of understanding experiments in scientific activity.

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In a behavioral view, the purposes of science are primarily prediction and control. To the extent that a scientist embraces both of these as a unified and generally applicable criterion for science, certain philosophical and theoretical practices are counterproductive, including mentalism in both its metaphysical and metatheoretical forms. It is possible and often worthwhile to recast some mentalistic talk into an issue of behavior-behavior relations. When behavior-behavior relations are approached non-mechanisti-cally, however, analysis cannot stop at the level of the relations themselves. Several analytic concepts common in the behavioral community share some of the dangers of mentalism ifnot employed properly, including such concepts as self-reinforcement, response-produced stimulation, and self-rules.

Mentalism, Behavior-Behavior Relations, and a Behavior-Analytic View of the Purposes of Science

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What Is Naturalistic Observation?

Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

Amy Morin, LCSW, is a psychotherapist and international bestselling author. Her books, including "13 Things Mentally Strong People Don't Do," have been translated into more than 40 languages. Her TEDx talk, "The Secret of Becoming Mentally Strong," is one of the most viewed talks of all time.

Illustration by Brianna Gilmartin, Verywell

How Naturalistic Observation Works
Pros and Cons
Data Collection Methods

How Often Is Data Collected?

Naturalistic observation is a research method that involves observing subjects in their natural environment. This approach is often used by psychologists and other social scientists. It is a form of qualitative research , which focuses on collecting, evaluating, and describing non-numerical data.

It can be useful if conducting lab research would be unrealistic, cost-prohibitive, or would unduly affect the subject's behavior. The goal of naturalistic observation is to observe behavior as it occurs in a natural setting without interference or attempts to manipulate variables.

This article discusses how naturalistic observation works and the pros and cons of doing this type of research. It also covers how data is collected and examples of when this method might be used in psychology research.

How Does Naturalistic Observation Work?

People do not necessarily behave in a lab setting the way they would in a natural environment. Researchers sometimes want to observe their subject's behavior as it happens ("in the wild," so to speak). Psychologists can get a better idea of how and why people react the way that they do by watching how they respond to situations and stimuli in real life.

Naturalistic observation is different than structured observation because it involves looking at a subject's behavior as it occurs in a natural setting, with no attempts at intervention on the part of the researcher.

For example, a researcher interested in aspects of classroom behavior (such as the interactions between students or teacher-student dynamics) might use naturalistic observation as part of their research.

Performing these observations in a lab would be difficult because it would involve recreating a classroom environment. This would likely influence the behavior of the participants, making it difficult to generalize the observations made.

By observing the subjects in their natural setting (the classroom where they work and learn), the researchers can more fully observe the behavior they are interested in as it occurs in the real world.

Naturalistic Observation Pros and Cons

Like other research methods, naturalistic observation has advantages and disadvantages.

More realistic

More affordable

Can detect patterns

Inability to manipulate or control variables

Cannot explain why behaviors happen

Risk of observer bias

An advantage of naturalistic observation is that it allows the investigators to directly observe the subject in a natural setting. The method gives scientists a first-hand look at social behavior and can help them notice things that they might never have encountered in a lab setting.

The observations can also serve as inspiration for further investigations. The information gleaned from naturalistic observation can lead to insights that can be used to help people overcome problems and lead to healthier, happier lives.

Other advantages of naturalistic observation include:

Allows researchers to study behaviors or situations that cannot be manipulated in a lab due to ethical concerns . For example, it would be unethical to study the effects of imprisonment by actually confining subjects. But researchers can gather information by using naturalistic observation in actual prison settings.
Can support the external validity of research . Researchers might believe that the findings of a lab study can be generalized to a larger population, but that does not mean they would actually observe those findings in a natural setting. They may conduct naturalistic observation to make that confirmation.

Naturalistic observation can be useful in many cases, but the method also has some downsides. Some of these include:

Inability to draw cause-and-effect conclusions : The biggest disadvantage of naturalistic observation is that determining the exact cause of a subject's behavior can be difficult.
Lack of control : Another downside is that the experimenter cannot control for outside variables .
Lack of validity : While the goal of naturalistic observation is to get a better idea of how it occurs in the real world, experimental effects can still influence how people respond. The Hawthorne effect and other demand characteristics can play a role in people altering their behavior simply because they know they are being observed.
Observer bias : The biases of the people observing the natural behaviors can influence the interpretations that experimenters make.

It is also important to note that naturalistic observation is a type of correlational research (others include surveys and archival research). A correlational study is a non-experimental approach that seeks to find statistical relationships between variables. Naturalistic observation is one method that can be used to collect data for correlational studies.

While such methods can look at the direction or strength of a relationship between two variables, they cannot determine if one causes the other. As the saying goes, correlation does not imply causation.

Data Collection Methods

Researchers use different techniques to collect and record data from naturalistic observation. For example, they might write down how many times a certain behavior occurred in a specific period of time or take a video recording of subjects.

Audio or video recordings : Depending on the type of behavior being observed, the researchers might also decide to make audio or videotaped recordings of each observation session. They can then later review the recordings.
Observer narrative : The observer might take notes during the session that they can refer back to. They can collect data and discern behavior patterns from these notes.
Tally counts : The observer writes down when and how many times certain behaviors occurred.

It is rarely practical—or even possible—to observe every moment of a subject's life. Therefore, researchers often use sampling to gather information through naturalistic observation.

The goal is to make sure that the sample of data is representative of the subject's overall behavior. A representative sample is a selection that accurately depicts the characteristics that are present in the total subject of interest. A representative sample can be obtained through:

Time sampling : This involves taking samples at different intervals of time (random or systematic). For example, a researcher might observe a person in the workplace to notice how frequently they engage in certain behaviors and to determine if there are patterns or trends.
Situation sampling : This type of sampling involves observing behavior in different situations and settings. An example of this would be observing a child in a classroom, home, and community setting to determine if certain behaviors only occur in certain settings.
Event sampling : This approach involves observing and recording each time an event happens. This allows the researchers to better identify patterns that might be present. For example, a researcher might note every time a subject becomes agitated. By noting the event and what was occurring around the time of each event, researchers can draw inferences about what might be triggering those behaviors.

Examples of Naturalistic Observation

Imagine that you want to study risk-taking behavior in teenagers. You might choose to observe behavior in different settings, such as a sledding hill, a rock-climbing wall, an ice-skating rink, and a bumper car ride. After you operationally define "risk-taking behavior," you would observe your teen subjects in these settings and record every incidence of what you have defined as risky behavior.

Famous examples of naturalistic observations include Charles Darwin's journey aboard the HMS Beagle , which served as the basis for his theory of natural selection, and Jane Goodall's work studying the behavior of chimpanzees in their natural habitat.

Naturalistic observation can play an important role in the research process. It offers a number of advantages, including often being more affordable and less intrusive than other types of research.

In some cases, researchers may utilize naturalistic observation as a way to learn more about something that is happening in a certain population. Using this information, they can then formulate a hypothesis that can be tested further.

Mehl MR, Robbins ML, Deters FG. Naturalistic observation of health-relevant social processes: the electronically activated recorder methodology in psychosomatics . Psychosom Med. 2012;74(4):410-7. doi:10.1097/PSY.0b013e3182545470

U.S. National Library of Medicine. Rewriting the book of nature - Darwin and the Beagle voyage .

Angrosino MV. Naturalistic Observation . Left Coast Press.

DiMercurio A, Connell JP, Clark M, Corbetta D. A naturalistic observation of spontaneous touches to the body and environment in the first 2 months of life . Front Psychol . 2018;9:2613. doi:10.3389/fpsyg.2018.02613

Pierce K, Pepler D. A peek behind the fence: observational methods 25 years later . In: Smith PK, Norman JO, eds. The Wiley Blackwell Handbook of Bullying. 1st ed . Wiley; 2021:215-232. doi:10.1002/9781118482650.ch12

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

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What Is the Observer Effect in Psychology?
The observer effect in psychology, also known as the Hawthorne effect, refers to subjects altering their behavior when they are aware that an observer is present. This applies when a psychologist observes his patients or when a person is aw...
What Is Systematic Observation in Psychology?
Systematic observation is a calculated form of observation used to either support or disprove a hypothesis. For an observation to be systematic, it must be free of bias and repeatable.
What Is Event Sampling Observation?
Event sampling observation is a method of doing observational studies used in psychological research. In an event sampling observation, the researcher records an event every time it happens.
Observational Research
In participant observation , researchers become active participants in the group or situation they are studying. Participant observation is very similar to
DP Psychology: Observation project
It is essential that students learn how to write a report on a study before they have to write their internal assessments. Often it is believed that
6.5 Observational Research
Structured observation is very similar to naturalistic observation and participant observation in that in all cases researchers are observing naturally
Soical Psychology Observation Projects
Soical Psychology Observation Projects · 1. Money or Happiness? Set up an experiment where people are given a choice between two flash cards. · 2. Does eye
What is observational research?
Observational research is a research technique where you observe participants and phenomena in their most natural settings. This enables
Observation Methods: Naturalistic, Participant and Controlled
Naturalistic observation is a research method in which the researcher studies behavior in its natural setting without intervention or
10 Observational Research Examples (2023)
Jane Goodall's Research. Jane Goodall is famous for her discovery that chimpanzees use tools. It is one of the most remarkable findings in psychology and
Observation Method of Research Methodology
The observation method in research involves systematically observing and documenting behaviors, events, or phenomena to gather data. It is a
(DOC) Observation in psychology
In all its forms, whether as something we do as a part of everyday living, or as part of a research project, 'naturalistic observation' is highly complex
7 Types of Observational Studies (With Examples)
Observational studies can help statisticians, scientists, psychologists ... Naturalistic observation is a type of field research, meaning that
Naturalistic Observation: Definition, Examples, Pros and Cons
Naturalistic observation is a research method often used in psychology and other social sciences. Learn the pros and cons of this type of

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Disadvantages

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Determine questions and create a research guide

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Observation Method in Psychology: Naturalistic, Participant and Controlled

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Examples of Observational Research

2. Linguistic Development of Children

3. Consumer Product Design

4. Satellite Images of Walmart

5. Spying on Farms

6. Decision-making Group Dynamics

7. Case Studies

8. Infant Attachment

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