Republic of the Philippines

BATANGAS STATE UNIVERSITY

The National Engineering University
JPLPC Malvar Campus
G. Leviste St., Poblacion, Malvar, Batangas, Philippines 124
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College of Arts and Sciences

Course Code PSY 315

Course Description Field Methods in Psychology
Week

MODULE 4: Observation, Interviews and Surveys

Module Introduction:

A variety of methods has been used in field studies. Three methods are described in this
chapter: observation, surveys, and interviews. The importance of these methods in field
studies cannot be overstated. These methods are commonly used in qualitative studies as
researchers try to uncover themes.

Intended Learning Outcomes:

At the end of the lesson, the student should be able to:

1. Describe the strengths and weaknesses of observation , interviews, and surveys; and
2. Discuss the importance of observation, interviews and surveys.

Module Content:

4.1. Observation

The starting point of any scientific inquiry is observation. Every day, people observe other
people, often making judgement about why they behave the way they do. Researchers are doing much
the same, only more objectively and systematically.

In qualitative research, observation procedures usually are exploratory and open ended, and the
researcher takes extensive field notes (Christensen, Johnson, & Turner, 2015). Observation is the
systematic noting and recording of behaviors. Only observable behaviors can be studied scientifically.
Overt behaviors such as talking and walking are directly observable. Covert behaviors such as feelings
and thinking cannot be directly observed but these behaviors can still be explored through observable
signs such as through body language, facial expressions, and through scientific methods such as
polygraph testing. Observation is less expensive but the researchers cannot observe and record all of the
participant's behaviors. It is difficult to decide exactly what specific behaviors to record. Thus,
observation is usually triangulated with interviews or informal conversations.

There are common types of observation. In naturalistic observation, research participant's

behaviors are observed and recorded as they behave naturally or spontaneously in their natural
environment or real-life situation. Naturalistic observation allows researchers to observe behavior in the
field where the behaviors happen. It is through such observation that researchers can develop hypotheses
or tentative explanations that can be eventually tested more systematically, such as through controlled
experimentation. However, in naturalistic observation, there is no real control exerted by the observer.
Observations are limited to few individuals or situations. It is uncertain how far one can generalize to
other people or other situations. It is also possible that in the midst of observing or recording responses,
the observer may interfere with or influence the events under study.

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 Participant observation is a qualitative method in which the researcher interacts with the
members of the group being studied. Christensen, Johnson, and Turner (2015) have identified four
conditions in participant observation: complete participation, participant as observer, observer as
participant, and complete observer. Complete participation is where the observer is a full member of the
group being studied. Participant as observer is when the researcher spends a considerable amount of time
with a group and attempts to become a full member of the group, but explains to the group from the
beginning that they are conducting research. Observer as participant is when the researcher spends only
a limited amount of time with the group he or she is observing, seeking permission from the participants
to join in only with the activities that they wish to observe. The complete observer does not involve
himself or herself with the group being observed at all. He or she remains anonymous and not to be
noticed by the participants. The participants do not need to be informed that they are being observed.

In structured observation, the collection technique is structured in a well-defined and

systematic manner. In some situations, the researcher needs to spend time in their informants' homes,
participate in community and family events, and be involved as participant-observer. Laboratory
observations are carried out in a controlled environment that has been set up by the researcher to make
the situation as similar as possible for all participants.

When studying children, for example, a laboratory may be a room set up like a nursery, with a
one-way mirror on one wall, through which a researcher can observe what is going on the room.

4.2 Interview

Interview is an interaction between at least two persons. An interview is generally a qualitative

research method which involves asking open-ended questions to talk with participants and collect data
about the research topic. Interview is used to gather data and information in the most scientific manner.
Usually, it involves face-to-face interaction but it is also possible to conduct interviews over the telephone
or electronically, such as over the Internet. The interviewer approaches the interview purposely to keep
it on track and achieve what is required. In research, each participant contributes to the process and each
can influence the response of the other. Interview is an important technique for gathering data. For most
researchers, interviewing has always been a major technique. A good interview is one that is carefully
thought of and systematically planned. There are common types of interview: structured and unstructured
interviews. Structured interview requires the researcher to ask a set of standardized questions in a
specified sequence. In contrast to structured interview, unstructured interview allows greater flexibility
in which the researcher asks questions that come to mind. Regardless of the type of interview, the most
important element is establishing rapport with the interviewee. Rapport involves a comfortable ambiance,
mutual understanding, or empathy that makes communication possible or easy. It is also important that
the researcher is an active listener and uses a language that the participant can easily understand. It is
important to clarify the intended meaning of a word or term used by the participant if there are
uncertainties during the interview. Also, an interview should be conducted anywhere that two people can
meet and interact privately and free from interruptions. Note-taking and videotape should be taken during
an interview. It should be done openly, unobtrusively, and with informed consent.

4.3 Survey

In survey method, the researcher asks the participants to report their behaviors, attitudes, opinions,
or experiences. Self-reports are participants' answers to questions about the research topic. A survey is a
procedure for collecting information by asking members of population a set of questions and recording
their responses. The survey technique is very useful for identifying the average or typical response to a
question, as well as the distribution of responses within the population (DeLamater & Myers, 2012). For
instance, an attitude survey seeks to understand and evaluate the attitude of customers towards a particular
product or service. The series of questions to assess attitude is usually a set of opinion statements done
in a Likert Scale format. In attitude survey, the tripartite model of attitude, also known as the ABC model,
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is usually applied: (1) Affective Attitude - how we feel about the object, (2) Behavioral Attitude - what
we do about the object, and (3) Cognitive Attitude - how we think about the object. Another example of
survey is public opinion about politicians which has become very common in the Philippines especially
during election period. Surveys can be conducted by email, phone, or personal interviews. Surveys
through email are less expensive but limited to people with Internet. As with email, surveys through
phones are less expensive but limited with people who have phone. There are several ways and places to
conduct personal interviews. Personal interviews can take place at home, on the street, at a restaurant,
shopping malls, markets, and other public places.

In the survey method, researchers may employ questionnaires and interviews. To increase survey
responses, it is suggested to notify the participants in advance that: they will be receiving a survey;
personalize the survey through means such as addressing the participants in the cover letter; ensure the
survey responses will be anonymous; have a university sponsor the survey; and distribute the survey
personally.

One of the advantages of a survey is that by encoding and analyzing answers with a computer
program, researchers can analyze data at a shorter period. However, the reproduction and distribution of
survey questionnaires may be time consuming and requires a higher budget. Also, participants may
respond inaccurately if the survey includes loaded questions, questions that represent only one side of an
issue or lead to biased responses (Feldman, 2005).

Key Points:

• Observation is the systematic noting and recording of behaviors.

• Survey is asking a sample of people questions about their behavior.
• Surveys can be conducted by email, phone, or personal interviews.
• In the survey method, researchers may employ questionnaires and interviews.
• Interview is an interaction between at least two persons.
• A personal interview is a face-to-face meeting between the interviewer and the interviewee.
• Rapport involves developing a comfortable atmosphere between the interviewer and interviewee.