observational research questions examples

Have a language expert improve your writing

Run a free plagiarism check in 10 minutes, generate accurate citations for free.

Knowledge Base

Methodology

What Is an Observational Study? | Guide & Examples

What Is an Observational Study? | Guide & Examples

Published on March 31, 2022 by Tegan George . Revised on June 22, 2023.

An observational study is used to answer a research question based purely on what the researcher observes. There is no interference or manipulation of the research subjects, and no control and treatment groups .

These studies are often qualitative in nature and can be used for both exploratory and explanatory research purposes. While quantitative observational studies exist, they are less common.

Observational studies are generally used in hard science, medical, and social science fields. This is often due to ethical or practical concerns that prevent the researcher from conducting a traditional experiment . However, the lack of control and treatment groups means that forming inferences is difficult, and there is a risk of confounding variables and observer bias impacting your analysis.

Types of observation, types of observational studies, observational study example, advantages and disadvantages of observational studies, observational study vs. experiment, other interesting articles, frequently asked questions.

There are many types of observation, and it can be challenging to tell the difference between them. Here are some of the most common types to help you choose the best one for your observational study.

Here's why students love Scribbr's proofreading services

Discover proofreading & editing

There are three main types of observational studies: cohort studies, case–control studies, and cross-sectional studies .

Cohort studies

Cohort studies are more longitudinal in nature, as they follow a group of participants over a period of time. Members of the cohort are selected because of a shared characteristic, such as smoking, and they are often observed over a period of years.

Case–control studies

Case–control studies bring together two groups, a case study group and a control group . The case study group has a particular attribute while the control group does not. The two groups are then compared, to see if the case group exhibits a particular characteristic more than the control group.

For example, if you compared smokers (the case study group) with non-smokers (the control group), you could observe whether the smokers had more instances of lung disease than the non-smokers.

Cross-sectional studies

Cross-sectional studies analyze a population of study at a specific point in time.

This often involves narrowing previously collected data to one point in time to test the prevalence of a theory—for example, analyzing how many people were diagnosed with lung disease in March of a given year. It can also be a one-time observation, such as spending one day in the lung disease wing of a hospital.

Observational studies are usually quite straightforward to design and conduct. Sometimes all you need is a notebook and pen! As you design your study, you can follow these steps.

Step 1: Identify your research topic and objectives

The first step is to determine what you’re interested in observing and why. Observational studies are a great fit if you are unable to do an experiment for practical or ethical reasons , or if your research topic hinges on natural behaviors.

Step 2: Choose your observation type and technique

In terms of technique, there are a few things to consider:

Are you determining what you want to observe beforehand, or going in open-minded?
Is there another research method that would make sense in tandem with an observational study?
If yes, make sure you conduct a covert observation.
If not, think about whether observing from afar or actively participating in your observation is a better fit.
How can you preempt confounding variables that could impact your analysis?
You could observe the children playing at the playground in a naturalistic observation.
You could spend a month at a day care in your town conducting participant observation, immersing yourself in the day-to-day life of the children.
You could conduct covert observation behind a wall or glass, where the children can’t see you.

Overall, it is crucial to stay organized. Devise a shorthand for your notes, or perhaps design templates that you can fill in. Since these observations occur in real time, you won’t get a second chance with the same data.

Step 3: Set up your observational study

Before conducting your observations, there are a few things to attend to:

Plan ahead: If you’re interested in day cares, you’ll need to call a few in your area to plan a visit. They may not all allow observation, or consent from parents may be needed, so give yourself enough time to set everything up.
Determine your note-taking method: Observational studies often rely on note-taking because other methods, like video or audio recording, run the risk of changing participant behavior.
Get informed consent from your participants (or their parents) if you want to record: Ultimately, even though it may make your analysis easier, the challenges posed by recording participants often make pen-and-paper a better choice.

Step 4: Conduct your observation

After you’ve chosen a type of observation, decided on your technique, and chosen a time and place, it’s time to conduct your observation.

Here, you can split them into case and control groups. The children with siblings have a characteristic you are interested in (siblings), while the children in the control group do not.

When conducting observational studies, be very careful of confounding or “lurking” variables. In the example above, you observed children as they were dropped off, gauging whether or not they were upset. However, there are a variety of other factors that could be at play here (e.g., illness).

Step 5: Analyze your data

After you finish your observation, immediately record your initial thoughts and impressions, as well as follow-up questions or any issues you perceived during the observation. If you audio- or video-recorded your observations, you can transcribe them.

Your analysis can take an inductive or deductive approach :

If you conducted your observations in a more open-ended way, an inductive approach allows your data to determine your themes.
If you had specific hypotheses prior to conducting your observations, a deductive approach analyzes whether your data confirm those themes or ideas you had previously.

Next, you can conduct your thematic or content analysis . Due to the open-ended nature of observational studies, the best fit is likely thematic analysis .

Step 6: Discuss avenues for future research

Observational studies are generally exploratory in nature, and they often aren’t strong enough to yield standalone conclusions due to their very high susceptibility to observer bias and confounding variables. For this reason, observational studies can only show association, not causation .

If you are excited about the preliminary conclusions you’ve drawn and wish to proceed with your topic, you may need to change to a different research method , such as an experiment.

Observational studies can provide information about difficult-to-analyze topics in a low-cost, efficient manner.
They allow you to study subjects that cannot be randomized safely, efficiently, or ethically .
They are often quite straightforward to conduct, since you just observe participant behavior as it happens or utilize preexisting data.
They’re often invaluable in informing later, larger-scale clinical trials or experimental designs.

Disadvantages

Observational studies struggle to stand on their own as a reliable research method. There is a high risk of observer bias and undetected confounding variables or omitted variables .
They lack conclusive results, typically are not externally valid or generalizable, and can usually only form a basis for further research.
They cannot make statements about the safety or efficacy of the intervention or treatment they study, only observe reactions to it. Therefore, they offer less satisfying results than other methods.

The key difference between observational studies and experiments is that a properly conducted observational study will never attempt to influence responses, while experimental designs by definition have some sort of treatment condition applied to a portion of participants.

However, there may be times when it’s impossible, dangerous, or impractical to influence the behavior of your participants. This can be the case in medical studies, where it is unethical or cruel to withhold potentially life-saving intervention, or in longitudinal analyses where you don’t have the ability to follow your group over the course of their lifetime.

An observational study may be the right fit for your research if random assignment of participants to control and treatment groups is impossible or highly difficult. However, the issues observational studies raise in terms of validity , confounding variables, and conclusiveness can mean that an experiment is more reliable.

If you’re able to randomize your participants safely and your research question is definitely causal in nature, consider using an experiment.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Student’s t -distribution
Normal distribution
Null and Alternative Hypotheses
Chi square tests
Confidence interval
Quartiles & Quantiles
Cluster sampling
Stratified sampling
Data cleansing
Reproducibility vs Replicability
Peer review
Prospective cohort study

Research bias

Implicit bias
Cognitive bias
Placebo effect
Hawthorne effect
Hindsight bias
Affect heuristic
Social desirability bias

An observational study is a great choice for you if your research question is based purely on observations. If there are ethical, logistical, or practical concerns that prevent you from conducting a traditional experiment , an observational study may be a good choice. In an observational study, there is no interference or manipulation of the research subjects, as well as no control or treatment groups .

The key difference between observational studies and experimental designs is that a well-done observational study does not influence the responses of participants, while experiments do have some sort of treatment condition applied to at least some participants by random assignment .

A quasi-experiment is a type of research design that attempts to establish a cause-and-effect relationship. The main difference with a true experiment is that the groups are not randomly assigned.

Exploratory research aims to explore the main aspects of an under-researched problem, while explanatory research aims to explain the causes and consequences of a well-defined problem.

Experimental design means planning a set of procedures to investigate a relationship between variables . To design a controlled experiment, you need:

A testable hypothesis
At least one independent variable that can be precisely manipulated
At least one dependent variable that can be precisely measured

When designing the experiment, you decide:

How you will manipulate the variable(s)
How you will control for any potential confounding variables
How many subjects or samples will be included in the study
How subjects will be assigned to treatment levels

Experimental design is essential to the internal and external validity of your experiment.

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the “Cite this Scribbr article” button to automatically add the citation to our free Citation Generator.

George, T. (2023, June 22). What Is an Observational Study? | Guide & Examples. Scribbr. Retrieved April 9, 2024, from https://www.scribbr.com/methodology/observational-study/

Is this article helpful?

Tegan George

Other students also liked, what is a research design | types, guide & examples, guide to experimental design | overview, steps, & examples, naturalistic observation | definition, guide & examples, "i thought ai proofreading was useless but..".

I've been using Scribbr for years now and I know it's a service that won't disappoint. It does a good job spotting mistakes”

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) https://helpfulprofessor.com/author/dave-cornell-phd/ 25 Positive Punishment Examples
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 25 Dissociation Examples (Psychology)
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 15 Zone of Proximal Development Examples
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 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

Research Question Examples 🧑🏻‍🏫

25+ Practical Examples & Ideas To Help You Get Started

By: Derek Jansen (MBA) | October 2023

A well-crafted research question (or set of questions) sets the stage for a robust study and meaningful insights. But, if you’re new to research, it’s not always clear what exactly constitutes a good research question. In this post, we’ll provide you with clear examples of quality research questions across various disciplines, so that you can approach your research project with confidence!

Research Question Examples

Psychology research questions
Business research questions
Education research questions
Healthcare research questions
Computer science research questions

Examples: Psychology

Let’s start by looking at some examples of research questions that you might encounter within the discipline of psychology.

How does sleep quality affect academic performance in university students?

This question is specific to a population (university students) and looks at a direct relationship between sleep and academic performance, both of which are quantifiable and measurable variables.

What factors contribute to the onset of anxiety disorders in adolescents?

The question narrows down the age group and focuses on identifying multiple contributing factors. There are various ways in which it could be approached from a methodological standpoint, including both qualitatively and quantitatively.

Do mindfulness techniques improve emotional well-being?

This is a focused research question aiming to evaluate the effectiveness of a specific intervention.

How does early childhood trauma impact adult relationships?

This research question targets a clear cause-and-effect relationship over a long timescale, making it focused but comprehensive.

Is there a correlation between screen time and depression in teenagers?

This research question focuses on an in-demand current issue and a specific demographic, allowing for a focused investigation. The key variables are clearly stated within the question and can be measured and analysed (i.e., high feasibility).

Free Webinar: How To Find A Dissertation Research Topic

Examples: Business/Management

Next, let’s look at some examples of well-articulated research questions within the business and management realm.

How do leadership styles impact employee retention?

This is an example of a strong research question because it directly looks at the effect of one variable (leadership styles) on another (employee retention), allowing from a strongly aligned methodological approach.

What role does corporate social responsibility play in consumer choice?

Current and precise, this research question can reveal how social concerns are influencing buying behaviour by way of a qualitative exploration.

Does remote work increase or decrease productivity in tech companies?

Focused on a particular industry and a hot topic, this research question could yield timely, actionable insights that would have high practical value in the real world.

How do economic downturns affect small businesses in the homebuilding industry?

Vital for policy-making, this highly specific research question aims to uncover the challenges faced by small businesses within a certain industry.

Which employee benefits have the greatest impact on job satisfaction?

By being straightforward and specific, answering this research question could provide tangible insights to employers.

Examples: Education

Next, let’s look at some potential research questions within the education, training and development domain.

How does class size affect students’ academic performance in primary schools?

This example research question targets two clearly defined variables, which can be measured and analysed relatively easily.

Do online courses result in better retention of material than traditional courses?

Timely, specific and focused, answering this research question can help inform educational policy and personal choices about learning formats.

What impact do US public school lunches have on student health?

Targeting a specific, well-defined context, the research could lead to direct changes in public health policies.

To what degree does parental involvement improve academic outcomes in secondary education in the Midwest?

This research question focuses on a specific context (secondary education in the Midwest) and has clearly defined constructs.

What are the negative effects of standardised tests on student learning within Oklahoma primary schools?

This research question has a clear focus (negative outcomes) and is narrowed into a very specific context.

Need a helping hand?

observational research questions examples

Examples: Healthcare

Shifting to a different field, let’s look at some examples of research questions within the healthcare space.

What are the most effective treatments for chronic back pain amongst UK senior males?

Specific and solution-oriented, this research question focuses on clear variables and a well-defined context (senior males within the UK).

How do different healthcare policies affect patient satisfaction in public hospitals in South Africa?

This question is has clearly defined variables and is narrowly focused in terms of context.

Which factors contribute to obesity rates in urban areas within California?

This question is focused yet broad, aiming to reveal several contributing factors for targeted interventions.

Does telemedicine provide the same perceived quality of care as in-person visits for diabetes patients?

Ideal for a qualitative study, this research question explores a single construct (perceived quality of care) within a well-defined sample (diabetes patients).

Which lifestyle factors have the greatest affect on the risk of heart disease?

This research question aims to uncover modifiable factors, offering preventive health recommendations.

Examples: Computer Science

Last but certainly not least, let’s look at a few examples of research questions within the computer science world.

What are the perceived risks of cloud-based storage systems?

Highly relevant in our digital age, this research question would align well with a qualitative interview approach to better understand what users feel the key risks of cloud storage are.

Which factors affect the energy efficiency of data centres in Ohio?

With a clear focus, this research question lays a firm foundation for a quantitative study.

How do TikTok algorithms impact user behaviour amongst new graduates?

While this research question is more open-ended, it could form the basis for a qualitative investigation.

What are the perceived risk and benefits of open-source software software within the web design industry?

Practical and straightforward, the results could guide both developers and end-users in their choices.

Remember, these are just examples…

In this post, we’ve tried to provide a wide range of research question examples to help you get a feel for what research questions look like in practice. That said, it’s important to remember that these are just examples and don’t necessarily equate to good research topics . If you’re still trying to find a topic, check out our topic megalist for inspiration.

Psst… there’s more (for free)

This post is part of our dissertation mini-course, which covers everything you need to get started with your dissertation, thesis or research project.

You Might Also Like:

Submit a Comment Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Print Friendly

Skip to main content
Skip to primary sidebar
Skip to footer
QuestionPro

Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case NPS+ Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Market Research

Observational Research: What is, Types, Pros & Cons + Example

Observational research is a qualitative, non-experimental examination of behavior. This helps researchers understand their customers' behavior.

Researchers can gather customer data in a variety of ways, including surveys, interviews, and research. But not all data can be collected by asking questions because customers might not be conscious of their behaviors.

It is when observational research comes in. This research is a way to learn about people by observing them in their natural environment. This kind of research helps researchers figure out how people act in different situations and what things in the environment affect their actions.

This blog will teach you about observational research, including types and observation methods. Let’s get started.

What is observational research?

Observational research is a broad term for various non-experimental studies in which behavior is carefully watched and recorded.

The goal of this research is to describe a variable or a set of variables. More broadly, the goal is to capture specific individual, group, or setting characteristics.

Since it is non-experimental and uncontrolled, we cannot draw causal research conclusions from it. The observational data collected in research studies is frequently qualitative observation , but it can also be quantitative or both (mixed methods).

Types of observational research

Conducting observational research can take many different forms. There are various types of this research. These types are classified below according to how much a researcher interferes with or controls the environment.

Naturalistic observation

Taking notes on what is seen is the simplest form of observational research. A researcher makes no interference in naturalistic observation. It’s just watching how people act in their natural environments.

Importantly, there is no attempt to modify factors in naturalistic observation, as there would be when comparing data between a control group and an experimental group.

Case studiesCase studies

A case study is a sort of observational research that focuses on a single phenomenon. It is a naturalistic observation because it captures data in the field. But case studies focus on a specific point of reference, like a person or event, while other studies may have a wider scope and try to record everything that happens in the researcher’s eyes.

For example, a case study of a single businessman might try to find out how that person deals with a certain disease’s ups and down or loss.

Participant observation

Participant observation is similar to naturalistic observation, except that the researcher is a part of the natural environment they are studying. In such research, the researcher is also interested in rituals or cultural practices that can only be evaluated by sharing experiences.

For example, anyone can learn the basic rules of table Tennis by going to a game or following a team. Participant observation, on the other hand, lets people take part directly to learn more about how the team works and how the players relate to each other.

It usually includes the researcher joining a group to watch behavior they couldn’t see from afar. Participant observation can gather much information, from the interactions with the people being observed to the researchers’ thoughts.

Controlled observation

A more systematic structured observation entails recording the behaviors of research participants in a remote place. Case-control studies are more like experiments than other types of research, but they still use observational research methods. When researchers want to find out what caused a certain event, they might use a case-control study.

Longitudinal observation

This observational research is one of the most difficult and time-consuming because it requires watching people or events for a long time. Researchers should consider longitudinal observations when their research involves variables that can only be seen over time.

After all, you can’t get a complete picture of things like learning to read or losing weight in a single observation. Longitudinal studies keep an eye on the same people or events over a long period of time and look for changes or patterns in behavior.

Observational research methods

When doing this research, there are a few observational methods to remember to ensure that the research is done correctly. Along with other research methods, let’s learn some key research methods of it:

Have a clear objective

For an observational study to be helpful, it needs to have a clear goal. It will help guide the observations and ensure they focus on the right things.

Get permission

Get permission from your participants. Getting explicit permission from the people you will be watching is essential. It means letting them know that they will be watched, the observation’s goal, and how their data will be used.

Unbiased observation

It is important to make sure the observations are fair and unbiased. It can be done by keeping detailed notes of what is seen and not putting any personal meaning on the data.

Hide your observers

In the observation method, keep your observers hidden. The participants should be unaware of the observers to avoid potential bias in their actions.

Documentation

It is important to document the observations clearly and straightforwardly. It will allow others to examine the information and confirm the observational research findings.

Data analysis

Data analysis is the last method. The researcher will analyze the collected data to draw conclusions or confirm a hypothesis.

Pros and cons of observational research

Observational studies are a great way to learn more about how your customers use different parts of your business. There are so many pros and cons of observational research. Let’s have a look at them.

It provides a practical application for a hypothesis. In other words, it can help make research more complete.
You can see people acting alone or in groups, such as customers. So, you can answer a number of questions about how people act as customers.
There is a chance of researcher bias in observational research. Experts say that this can be a very big problem.
Some human activities and behaviors can be difficult to understand. We are unable to see memories or attitudes. In other words, there are numerous situations in which observation alone is inadequate.

Example of observational research

The researcher observes customers buying products in a mall. Assuming the product is soap, the researcher will observe how long the customer takes to decide whether he likes the packaging or comes to the mall with his decision already made based on advertisements.

If the customer takes their time making a decision, the researcher will conclude that packaging and information on the package affect purchase behavior. If a customer makes a quick decision, the decision is likely predetermined.

As a result, the researcher will recommend more and better advertisements in this case. All of these findings were obtained through simple observational research.

How to conduct observational research with QuestionPro?

QuestionPro can help with observational research by providing tools to collect and analyze data. It can help in the following ways:

Define the research goals and question types you want to answer with your observational study . Use QuestionPro’s customizable survey templates and questions to do a survey that fits your research goals and gets the necessary information.

You can distribute the survey to your target audience using QuestionPro’s online platform or by sending a link to the survey.

With QuestionPro’s real-time data analysis and reporting features, you can collect and look at the data as people fill out the survey. Use the advanced analytics tools in QuestionPro to see and understand the data and find insights and trends.

If you need to, you can export the data from QuestionPro into the analysis tools you like to use. Draw conclusions from the collected and analyzed data and answer the research questions that were asked at the beginning of the research.

For a deeper understanding of human behaviors and decision-making processes, explore the realm of Behavioral Research .

To summarize, observational research is an effective strategy for collecting data and getting insights into real-world phenomena. When done right, this research can give helpful information and help people make decisions.

QuestionPro is a valuable tool that can help with observational research by letting you create online surveys, analyze data in real time, make surveys your own, keep your data safe, and use advanced analytics tools.

To do this research with QuestionPro, researchers need to define their research goals, do a survey that matches their goals, send the survey to participants, collect and analyze the data, visualize and explain the results, export data if needed, and draw conclusions from the data collected.

By keeping in mind what has been said above, researchers can use QuestionPro to help with their observational research and gain valuable data. Try out QuestionPro today!

FREE TRIAL LEARN MORE

Frequently Asked Questions (FAQ)

Observational research is a method in which researchers observe and systematically record behaviors, events, or phenomena without directly manipulating them.

There are three main types of observational research: naturalistic observation, participant observation, and structured observation.

Naturalistic observation involves observing subjects in their natural environment without any interference.

MORE LIKE THIS

Top 13 A/B Testing Software for Optimizing Your Website

Apr 12, 2024

21 Best Contact Center Experience Software in 2024

Government Customer Experience: Impact on Government Service

Apr 11, 2024

Employee Engagement App: Top 11 For Workforce Improvement

Apr 10, 2024

Buy Me a Coffee

Home » Observational Research – Methods and Guide

Observational Research – Methods and Guide

Table of Contents

Observational Research

Definition:

Observational research is a type of research method where the researcher observes and records the behavior of individuals or groups in their natural environment. In other words, the researcher does not intervene or manipulate any variables but simply observes and describes what is happening.

Observation

Observation is the process of collecting and recording data by observing and noting events, behaviors, or phenomena in a systematic and objective manner. It is a fundamental method used in research, scientific inquiry, and everyday life to gain an understanding of the world around us.

Types of Observational Research

Observational research can be categorized into different types based on the level of control and the degree of involvement of the researcher in the study. Some of the common types of observational research are:

Naturalistic Observation

In naturalistic observation, the researcher observes and records the behavior of individuals or groups in their natural environment without any interference or manipulation of variables.

Controlled Observation

In controlled observation, the researcher controls the environment in which the observation is taking place. This type of observation is often used in laboratory settings.

Participant Observation

In participant observation, the researcher becomes an active participant in the group or situation being observed. The researcher may interact with the individuals being observed and gather data on their behavior, attitudes, and experiences.

Structured Observation

In structured observation, the researcher defines a set of behaviors or events to be observed and records their occurrence.

Unstructured Observation

In unstructured observation, the researcher observes and records any behaviors or events that occur without predetermined categories.

Cross-Sectional Observation

In cross-sectional observation, the researcher observes and records the behavior of different individuals or groups at a single point in time.

Longitudinal Observation

In longitudinal observation, the researcher observes and records the behavior of the same individuals or groups over an extended period of time.

Data Collection Methods

Observational research uses various data collection methods to gather information about the behaviors and experiences of individuals or groups being observed. Some common data collection methods used in observational research include:

Field Notes

This method involves recording detailed notes of the observed behavior, events, and interactions. These notes are usually written in real-time during the observation process.

Audio and Video Recordings

Audio and video recordings can be used to capture the observed behavior and interactions. These recordings can be later analyzed to extract relevant information.

Surveys and Questionnaires

Surveys and questionnaires can be used to gather additional information from the individuals or groups being observed. This method can be used to validate or supplement the observational data.

Time Sampling

This method involves taking a snapshot of the observed behavior at pre-determined time intervals. This method helps to identify the frequency and duration of the observed behavior.

Event Sampling

This method involves recording specific events or behaviors that are of interest to the researcher. This method helps to provide detailed information about specific behaviors or events.

Checklists and Rating Scales

Checklists and rating scales can be used to record the occurrence and frequency of specific behaviors or events. This method helps to simplify and standardize the data collection process.

Observational Data Analysis Methods

Observational Data Analysis Methods are:

Descriptive Statistics

This method involves using statistical techniques such as frequency distributions, means, and standard deviations to summarize the observed behaviors, events, or interactions.

Qualitative Analysis

Qualitative analysis involves identifying patterns and themes in the observed behaviors or interactions. This analysis can be done manually or with the help of software tools.

Content Analysis

Content analysis involves categorizing and counting the occurrences of specific behaviors or events. This analysis can be done manually or with the help of software tools.

Time-series Analysis

Time-series analysis involves analyzing the changes in behavior or interactions over time. This analysis can help identify trends and patterns in the observed data.

Inter-observer Reliability Analysis

Inter-observer reliability analysis involves comparing the observations made by multiple observers to ensure the consistency and reliability of the data.

Multivariate Analysis

Multivariate analysis involves analyzing multiple variables simultaneously to identify the relationships between the observed behaviors, events, or interactions.

Event Coding

This method involves coding observed behaviors or events into specific categories and then analyzing the frequency and duration of each category.

Cluster Analysis

Cluster analysis involves grouping similar behaviors or events into clusters based on their characteristics or patterns.

Latent Class Analysis

Latent class analysis involves identifying subgroups of individuals or groups based on their observed behaviors or interactions.

Social network Analysis

Social network analysis involves mapping the social relationships and interactions between individuals or groups based on their observed behaviors.

The choice of data analysis method depends on the research question, the type of data collected, and the available resources. Researchers should choose the appropriate method that best fits their research question and objectives. It is also important to ensure the validity and reliability of the data analysis by using appropriate statistical tests and measures.

Applications of Observational Research

Observational research is a versatile research method that can be used in a variety of fields to explore and understand human behavior, attitudes, and preferences. Here are some common applications of observational research:

Psychology : Observational research is commonly used in psychology to study human behavior in natural settings. This can include observing children at play to understand their social development or observing people’s reactions to stress to better understand how stress affects behavior.
Marketing : Observational research is used in marketing to understand consumer behavior and preferences. This can include observing shoppers in stores to understand how they make purchase decisions or observing how people interact with advertisements to determine their effectiveness.
Education : Observational research is used in education to study teaching and learning in natural settings. This can include observing classrooms to understand how teachers interact with students or observing students to understand how they learn.
Anthropology : Observational research is commonly used in anthropology to understand cultural practices and beliefs. This can include observing people’s daily routines to understand their culture or observing rituals and ceremonies to better understand their significance.
Healthcare : Observational research is used in healthcare to understand patient behavior and preferences. This can include observing patients in hospitals to understand how they interact with healthcare professionals or observing patients with chronic illnesses to better understand their daily routines and needs.
Sociology : Observational research is used in sociology to understand social interactions and relationships. This can include observing people in public spaces to understand how they interact with others or observing groups to understand how they function.
Ecology : Observational research is used in ecology to understand the behavior and interactions of animals and plants in their natural habitats. This can include observing animal behavior to understand their social structures or observing plant growth to understand their response to environmental factors.
Criminology : Observational research is used in criminology to understand criminal behavior and the factors that contribute to it. This can include observing criminal activity in a particular area to identify patterns or observing the behavior of inmates to understand their experience in the criminal justice system.

Observational Research Examples

Here are some real-time observational research examples:

A researcher observes and records the behaviors of a group of children on a playground to study their social interactions and play patterns.
A researcher observes the buying behaviors of customers in a retail store to study the impact of store layout and product placement on purchase decisions.
A researcher observes the behavior of drivers at a busy intersection to study the effectiveness of traffic signs and signals.
A researcher observes the behavior of patients in a hospital to study the impact of staff communication and interaction on patient satisfaction and recovery.
A researcher observes the behavior of employees in a workplace to study the impact of the work environment on productivity and job satisfaction.
A researcher observes the behavior of shoppers in a mall to study the impact of music and lighting on consumer behavior.
A researcher observes the behavior of animals in their natural habitat to study their social and feeding behaviors.
A researcher observes the behavior of students in a classroom to study the effectiveness of teaching methods and student engagement.
A researcher observes the behavior of pedestrians and cyclists on a city street to study the impact of infrastructure and traffic regulations on safety.

How to Conduct Observational Research

Here are some general steps for conducting Observational Research:

Define the Research Question: Determine the research question and objectives to guide the observational research study. The research question should be specific, clear, and relevant to the area of study.
Choose the appropriate observational method: Choose the appropriate observational method based on the research question, the type of data required, and the available resources.
Plan the observation: Plan the observation by selecting the observation location, duration, and sampling technique. Identify the population or sample to be observed and the characteristics to be recorded.
Train observers: Train the observers on the observational method, data collection tools, and techniques. Ensure that the observers understand the research question and objectives and can accurately record the observed behaviors or events.
Conduct the observation : Conduct the observation by recording the observed behaviors or events using the data collection tools and techniques. Ensure that the observation is conducted in a consistent and unbiased manner.
Analyze the data: Analyze the observed data using appropriate data analysis methods such as descriptive statistics, qualitative analysis, or content analysis. Validate the data by checking the inter-observer reliability and conducting statistical tests.
Interpret the results: Interpret the results by answering the research question and objectives. Identify the patterns, trends, or relationships in the observed data and draw conclusions based on the analysis.
Report the findings: Report the findings in a clear and concise manner, using appropriate visual aids and tables. Discuss the implications of the results and the limitations of the study.

When to use Observational Research

Here are some situations where observational research can be useful:

Exploratory Research: Observational research can be used in exploratory studies to gain insights into new phenomena or areas of interest.
Hypothesis Generation: Observational research can be used to generate hypotheses about the relationships between variables, which can be tested using experimental research.
Naturalistic Settings: Observational research is useful in naturalistic settings where it is difficult or unethical to manipulate the environment or variables.
Human Behavior: Observational research is useful in studying human behavior, such as social interactions, decision-making, and communication patterns.
Animal Behavior: Observational research is useful in studying animal behavior in their natural habitats, such as social and feeding behaviors.
Longitudinal Studies: Observational research can be used in longitudinal studies to observe changes in behavior over time.
Ethical Considerations: Observational research can be used in situations where manipulating the environment or variables would be unethical or impractical.

Purpose of Observational Research

Observational research is a method of collecting and analyzing data by observing individuals or phenomena in their natural settings, without manipulating them in any way. The purpose of observational research is to gain insights into human behavior, attitudes, and preferences, as well as to identify patterns, trends, and relationships that may exist between variables.

The primary purpose of observational research is to generate hypotheses that can be tested through more rigorous experimental methods. By observing behavior and identifying patterns, researchers can develop a better understanding of the factors that influence human behavior, and use this knowledge to design experiments that test specific hypotheses.

Observational research is also used to generate descriptive data about a population or phenomenon. For example, an observational study of shoppers in a grocery store might reveal that women are more likely than men to buy organic produce. This type of information can be useful for marketers or policy-makers who want to understand consumer preferences and behavior.

In addition, observational research can be used to monitor changes over time. By observing behavior at different points in time, researchers can identify trends and changes that may be indicative of broader social or cultural shifts.

Overall, the purpose of observational research is to provide insights into human behavior and to generate hypotheses that can be tested through further research.

Advantages of Observational Research

There are several advantages to using observational research in different fields, including:

Naturalistic observation: Observational research allows researchers to observe behavior in a naturalistic setting, which means that people are observed in their natural environment without the constraints of a laboratory. This helps to ensure that the behavior observed is more representative of the real-world situation.
Unobtrusive : Observational research is often unobtrusive, which means that the researcher does not interfere with the behavior being observed. This can reduce the likelihood of the research being affected by the observer’s presence or the Hawthorne effect, where people modify their behavior when they know they are being observed.
Cost-effective : Observational research can be less expensive than other research methods, such as experiments or surveys. Researchers do not need to recruit participants or pay for expensive equipment, making it a more cost-effective research method.
Flexibility: Observational research is a flexible research method that can be used in a variety of settings and for a range of research questions. Observational research can be used to generate hypotheses, to collect data on behavior, or to monitor changes over time.
Rich data : Observational research provides rich data that can be analyzed to identify patterns and relationships between variables. It can also provide context for behaviors, helping to explain why people behave in a certain way.
Validity : Observational research can provide high levels of validity, meaning that the results accurately reflect the behavior being studied. This is because the behavior is being observed in a natural setting without interference from the researcher.

Disadvantages of Observational Research

While observational research has many advantages, it also has some limitations and disadvantages. Here are some of the disadvantages of observational research:

Observer bias: Observational research is prone to observer bias, which is when the observer’s own beliefs and assumptions affect the way they interpret and record behavior. This can lead to inaccurate or unreliable data.
Limited generalizability: The behavior observed in a specific setting may not be representative of the behavior in other settings. This can limit the generalizability of the findings from observational research.
Difficulty in establishing causality: Observational research is often correlational, which means that it identifies relationships between variables but does not establish causality. This can make it difficult to determine if a particular behavior is causing an outcome or if the relationship is due to other factors.
Ethical concerns: Observational research can raise ethical concerns if the participants being observed are unaware that they are being observed or if the observations invade their privacy.
Time-consuming: Observational research can be time-consuming, especially if the behavior being observed is infrequent or occurs over a long period of time. This can make it difficult to collect enough data to draw valid conclusions.
Difficulty in measuring internal processes: Observational research may not be effective in measuring internal processes, such as thoughts, feelings, and attitudes. This can limit the ability to understand the reasons behind behavior.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

Questionnaire – Definition, Types, and Examples

Case Study – Methods, Examples and Guide

Quantitative Research – Methods, Types and...

Qualitative Research Methods

Explanatory Research – Types, Methods, Guide

Survey Research – Types, Methods, Examples

Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.

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.

Share This Book

The Ultimate Guide to Qualitative Research - Part 1: The Basics

Introduction and overview
What is qualitative research?
What is qualitative data?
Examples of qualitative data
Qualitative vs. quantitative research
Mixed methods
Qualitative research preparation
Theoretical perspective
Theoretical framework
Literature reviews
Research question
Conceptual framework
Conceptual vs. theoretical framework

Data collection

Qualitative research methods
Focus groups

What is observational research?

Uses for observational research, observations in research, the different types of observational research, conducting observational studies, uses with other methods, challenges of observational studies.

Case studies
Ethnographical research
Ethical considerations
Confidentiality and privacy
Power dynamics
Reflexivity

Observational research

Observational research is a social research technique that involves the direct observation of phenomena in their natural setting.

An observational study is a non-experimental method to examine how research participants behave. Observational research is typically associated with qualitative methods , where the data ultimately require some reorganization and analysis .

Contemporary research is often associated with controlled experiments or randomized controlled trials, which involve testing or developing a theory in a controlled setting. Such an approach is appropriate for many physical and material sciences that rely on objective concepts such as the melting point of substances or the mass of objects. On the other hand, observational studies help capture socially constructed or subjective phenomena whose fundamental essence might change when taken out of their natural setting.

What is an example of observational research?

For example, imagine a study where you want to understand the actions and behaviors of single parents taking care of children. A controlled experiment might prove challenging, given the possibility that the behaviors of parents and their children will change if you isolate them in a lab or an otherwise unfamiliar context.

Instead, researchers pursuing such inquiries can observe participants in their natural environment, collecting data on what people do, say, and behave in interaction with others. Non-experimental research methods like observation are less about testing theories than learning something new to contribute to theories.

The goal of the observational study is to collect data about what people do and say. Observational data is helpful in several fields:

market research
health services research
educational research
user research

Observational studies are valuable in any domain where researchers want to learn about people's actions and behaviors in a natural setting. For example, observational studies in market research might seek out information about the target market of a product or service by identifying the needs or problems of prospective consumers. In medical contexts, observers might be interested in how patients cope with a particular medical treatment or interact with doctors and nurses under certain conditions.

Researchers may still be hung up on science being all about experiments to the point where they may overlook the empirical contribution that observations bring to research and theory. With that in mind, let's look at the strengths and weaknesses of observations in research .

Strengths of observational research

Observational research, especially those conducted in natural settings, can generate more insightful knowledge about social processes or rituals that one cannot fully understand by reading a plain-text description in a book or an online resource. Think about a cookbook with recipes, then think about a series of videos showing a cook making the same recipes. Both are informative, but the videos are often easier to understand as the cook can describe the recipe and show how to follow the steps at the same time. When you can observe what is happening, you can emulate the process for yourself.

Observing also allows researchers to create rich data about phenomena that cannot be explained through numbers. The quality of a theatrical performance, for example, cannot easily be reduced to a set of numbers. Qualitatively, a researcher can analyze aspects gleaned from observing that performance and create a working theory about the quality of that performance. Through data analysis, the researcher can identify patterns related to the aesthetics and creativity of the performance to provide a framework to judge the quality of other performances.

Weaknesses of observational research

Science is about organizing knowledge for the purposes of identifying the aspects of a concept or of determining cause-and-effect relationships between different phenomena. Experiments look to empirically accomplish these tasks by controlling certain variables to determine how other variables change under changing conditions. Those conducting observational research, on the other hand, exert no such control, which makes replication by other researchers difficult or even impossible when observing dynamic environments.

Observational studies take on various forms. There are various types of observational research, each of which has strengths and weaknesses. These types are organized below by the extent to which an experimenter intrudes upon or controls the environment.

Naturalistic observation

Naturalistic observation refers to a method where researchers study participants in their natural environment without manipulating variables or intervening in any way. It provides a realistic snapshot of behavior as it occurs in real-life settings, thereby enhancing ecological validity.

Examples of naturalistic observation include people-watching in public places, observing animal behaviors in the wild, and longitudinally studying children's social development at school. This method can reveal insights about behavior and relationships that might not surface in experimental designs, such as patterns of social interaction, routines, or responses to environmental changes.

Participant observation

Participant observation is similar to naturalistic observation, except that the researcher is part of the natural environment they are observing. In such studies, the researcher is also interested in rituals or cultural practices where they can only determine their value by actually experiencing them firsthand. For example, any individual can understand the basic rules of baseball by watching a game or following a team. Participant observation, on the other hand, allows for direct participation to develop a better sense of team dynamics and relationships among fellow players.

Most commonly, this process involves the researcher inserting themselves into a group to observe behavior that otherwise would not be accessible by observing from afar. Participant observation can capture rich data from the interactions with those who are observed to the reflections of the researchers themselves.

Controlled observation

A more structured observation involves capturing the behaviors of research participants in an isolated environment. Case-control studies have a greater resemblance to experimental research while still relying on observational research methods. Researchers may utilize a case-control study when they want to establish the causation of a particular phenomenon.

For example, a researcher may want to establish a structured observation of a control group and an experimental group, each with randomly assigned research participants, to observe the effects of variables such as distractions on people completing a particular task. By subjecting the experimental group to distractions such as noise and lights, researchers can observe the time it takes participants to complete a task and determine causation accordingly.

Longitudinal study

Among the different types of observational research, this observational method is quite arduous and time-consuming as it requires observation of people or events over extended periods. Researchers should consider longitudinal observations when their inquiry involves variables that can only be observed over time. After all, variables such as literacy development or weight loss cannot be fully captured in any particular moment of observation. Longitudinal studies keep track of the same research participants or events through multiple observations to document changes to or patterns in behavior.

A cohort study is a specific type of longitudinal study where researchers observe participants with similar traits (e.g., a similar risk factor or biological characteristic). Cohort studies aim to observe multiple participants over time to identify a relationship between observed phenomena and a common characteristic.

All forms of observational or field research benefit extensively from the special capabilities of qualitative research tools like ATLAS.ti . Our software can accommodate the major forms of data , such as text, audio, video, and images . The ATLAS.ti platform can help you organize all your observations , whatever method you employ.

Whatever your research, make it happen with ATLAS.ti.

Powerful analytical tools at your fingertips. Try for free by clicking here.

Like any other study design, observational studies begin by posing research questions . Inquiries common when employing observational methods include the study of different cultures, interactions between people from different communities, or people in particular circumstances warranting further study (e.g., people coping with a rare disease).

Generally, a research question that seeks to learn more about a relatively unfamiliar phenomenon would be best suited for observational research. On the other hand, quantitative methods or experimental research methods may be more suitable for inquiries where the theory about a social phenomenon is fairly established.

Study design

Study design for observational research involves thinking about who to observe, where they should be observed, and what the researcher should look for during observation. Many events can occur in a natural, dynamic environment in a short period, so it is challenging to document everything. If the researcher knows what they want to observe, they can pursue a structured observation which involves taking notes on a limited set of phenomena.

The actual data collection for an observational study can take several forms. Note-taking is common in observational research, where the researcher writes down what they see during the course of their observation. The goal of this method is to provide a record of the events that are observed to determine patterns and themes useful for theoretical development.

Observation can also involve taking pictures or recording audio for a richer understanding of social phenomena. Video recorded from observations can also provide data that the researcher can use to document the facial expressions, gestures, and other body language of research participants.

Note that there are ethical considerations when conducting observational research. Researchers should respect the privacy and confidentiality of their research participants to ensure they are not adversely affected by the research. Researchers should obtain informed consent from participants before any observation where possible.

Observational studies can be supplemented with other methods to further contextualize the research inquiry. Researchers can conduct interviews or focus groups with research participants to gather data about what they recall about their actions and behaviors in a natural setting. Focus groups, in particular, provide further opportunities to observe participants interacting with each other. In both cases, these research methods are ideal where the researcher needs to follow up with research participants about the evidence they've collected regarding their behaviors or actions.

As with many other methods in qualitative research , conducting an observational study is time-consuming. While experimental methods can quickly generate data , observational research relies on documenting events and interactions in detail that can be analyzed for theoretical development.

Unstructured data

One common critique of observational research is that it lacks the structure inherent to experimental research, which has concepts such as selection bias and interrater reliability to ensure research quality. On the other hand, qualitative research relies on the assumption that the study and its data are presented transparently and honestly . Under this principle, researchers are responsible for convincing their audiences that the assertions they make are connected empirically to the observations they have made and the data they have collected.

Researcher bias

In most qualitative research, but especially in observational research, the most important data collection instrument is the researcher themselves. This raises issues of bias and subjectivity influencing the collection and interpretation of the data.

Later in this guide, there will be discussion of reflexivity , a concept where the researcher comprehensively accounts for their place in the research relative to others in the environment. For now, it's important to know that social science researchers can and do adequately address critiques of researcher bias to maintain the empirical nature of their observational research.

Conduct your observational study with ATLAS.ti

From the inception of your study to disseminating to your research audience, get it all done with our powerful software platform. Start with a free trial.

The Plagiarism Checker Online For Your Academic Work

Start Plagiarism Check

Editing & Proofreading for Your Research Paper

Get it proofread now

Online Printing & Binding with Free Express Delivery

Configure binding now

Academic essay overview
The writing process
Structuring academic essays
Types of academic essays
Academic writing overview
Sentence structure
Academic writing process
Improving your academic writing
Titles and headings
APA style overview
APA citation & referencing
APA structure & sections
Citation & referencing
Structure and sections
APA examples overview
Commonly used citations
Other examples
British English vs. American English
Chicago style overview
Chicago citation & referencing
Chicago structure & sections
Chicago style examples
Citing sources overview
Citation format
Citation examples
College essay overview
Application
How to write a college essay
Types of college essays
Commonly confused words
Definitions
Dissertation overview
Dissertation structure & sections
Dissertation writing process
Graduate school overview
Application & admission
Study abroad
Master degree
Harvard referencing overview
Language rules overview
Grammatical rules & structures
Parts of speech
Punctuation
Methodology overview
Analyzing data
Experiments
Observations
Inductive vs. Deductive
Qualitative vs. Quantitative
Types of validity
Types of reliability
Sampling methods
Theories & Concepts
Types of research studies
Types of variables
MLA style overview
MLA examples
MLA citation & referencing
MLA structure & sections
Plagiarism overview
Plagiarism checker
Types of plagiarism
Printing production overview
Research bias overview
Types of research bias
Example sections
Types of research papers
Research process overview
Problem statement
Research proposal
Research topic
Statistics overview
Levels of measurment
Frequency distribution
Measures of central tendency
Measures of variability
Hypothesis testing
Parameters & test statistics
Types of distributions
Correlation
Effect size
Hypothesis testing assumptions
Types of ANOVAs
Types of chi-square
Statistical data
Statistical models
Spelling mistakes
Tips overview
Academic writing tips
Dissertation tips
Sources tips
Working with sources overview
Evaluating sources
Finding sources
Including sources
Types of sources

Your Step to Success

Plagiarism Check within 10min

Printing & Binding with 3D Live Preview

Observational Study – Guide & Example for Your Research

How do you like this article cancel reply.

Save my name, email, and website in this browser for the next time I comment.

An observational study, a key component of research methodology , permits researchers to draw inferences from a target sample through unobtrusive observations. In this approach, variables or conditions remain unaltered while researchers record only those characteristics that are directly observable. This strategy allows the study to reflect a more naturalistic picture of the target sample, thus preserving ecological validity.

Inhaltsverzeichnis

1 Observational Study – In a Nutshell
2 Definition: Observational study
3 The types of observation used in an observational study
4 Observational study types
5 An Observational Study Step by Step
6 An in-depth example of an observational study
7 Advantages and disadvantages of an observational study

Observational Study – In a Nutshell

The observational study looks at elements in their natural environment.
Researchers use observational methods to study subjects within a specific time frame.
It is an appropriate method of study where there are logistical or ethical concerns in using other research methods.

Definition: Observational study

An observational study refers to a research methodology where researchers only consider the observable variables in a study. No attempt is made to control or set any conditions to influence the study’s findings.

The types of observation used in an observational study

There are several types of observation in observational studies. They can be classified as follows:

Observational study types

Observational studies are used in different research contexts. Researchers can observe different characteristics using the following types of observational studies:

This type of study uses two groups. One group has an additional variable that is absent from the other. Researchers carry out case-control observations to measure the effect of the variable on an outcome.

Cohort studies track participants over time. They are primarily used to observe a population with common characteristics. For instance, cohort studies can be used in studying people in a given occupation or the inhabitants of a place.

It focuses on a set of variables at a specific time. Researchers use cross-sectional analysis to analyze themes that occur in a single instance.

An Observational Study Step by Step

The scope of an observational study spans the elements of data collection and selecting the right population. You can use the following steps:

Step 1: Establish the research question and goals

Defining your research problem entails identifying the methods of observation to be used. It may involve the following:

Why are you interested in observing a group?
What is the scope of your observation?
What ethical concerns may affect your study?

Step 2: Determine the observation type and technique

You may consider the following in choosing your technique:

Do you have a pre-selected observation, or will you formulate it as you go along?
Can you use another research method in your observational study?
What is the effect of doing a covert observation versus notifying the participants?
How can you prevent confounding variables that may affect your analysis?

Step 3: Set up and conduct the observational study

Here are a few pointers before you begin your observational study:

Step 4: Analyzing the results

The methods used to analyze, depend on the nature of the observational study. You could use an inductive approach if your observation was done in an open-ended manner. A deductive approach is more suitable when there are established hypotheses before the study.

An in-depth example of an observational study

You may want to study the customer habits of a brand. You can observe the following variables:

How much time customers spend at a store.
Online ratings of the store.
Ages of the people who shop there.

You can decide on one characteristic that you want to study. For example, how much time do buying customers spend at the store? With this research question, you can choose the cohort observation type as your population has a common characteristic. You can check the ratings to identify what customers like and dislike. You may also engage the staff of the store in the study.

Advantages and disadvantages of an observational study

Observational studies are used because they have several benefits. However, like other research methods, they have some drawbacks.

What is an example of an observational study?

Observing workers in a factory. The subjects are observed in their natural state as they work and interact with their colleagues. A covert approach may be used where the observations are made without the workers’ knowledge.

Where do we use observational study?

We use observational methods where the variable under investigation can be observed and recorded in real time. Researchers also employ observation techniques in cases where other research methods are unusable.

What is a cohort observation?

A cohort observation is a research method where a group with a similar trait is studied. Researchers may use such a sample to study phenomena unique to such groups.

What is a control group in an observation study?

A control group is a group of people exempted from a research condition. They are used to test the effect of the condition on another group in observational research.

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

External Media

Individual Privacy Preferences

Cookie Details Privacy Policy Imprint

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Accept all Save

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

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. ↵

Share This Book

Increase Font Size

Memberships

Observational Research Method explained

Observational Research Method: this article explains the concept of Observational Research Method in a practical way. The article begins with an introduction and the general definition of the term, followed by an explanation of why observational research is important, its advantages and disadvantages, and a practical example. Enjoy reading!

What is observational research?

Observational research is a method of collecting data by simply observing and recording the behavior of individuals, animals or objects in their natural environment.

It offers researchers insights into human and animal behavior, revealing patterns and dynamics that would otherwise go unnoticed.

This article explores the definition, types, advantages, and disadvantages of observational research. Several examples, including its application in market research, will show you how this approach improves our human understanding of the world.

Observational research: collecting insights unobtrusively

Definition of observational research.

Observational studies serve as a means of answering research questions through careful observation of subjects, without any interference or manipulation by the researcher.

Unlike traditional experiments, these studies lack control and treatment groups, allowing researchers to collect data in a natural setting without imposing predetermined conditions.

Observational studies are generally of a qualitative nature, with both exploratory and explanatory purposes, providing insight into the complexity of particular phenomena.

While quantitative observational studies also exist, they are less common compared to the qualitative studies.

Observational research is widely used in disciplines such as the exact sciences, medicine and social sciences.

Often, ethical or practical considerations prohibit researchers from conducting controlled experiments, leading them to opt for observational studies instead.

The lack of control and treatment groups can pose challenges in drawing conclusions. The risk of confounding variables and observer bias affecting the analysis is high, highlighting the importance of careful interpretation.

Types of observational research

Figure 1 – Types of observational research

Some common types of observational research are:

Naturalistic observation

In naturalistic observation, researchers observe participants in their natural environment, without any interference or disturbance. The aim is to study the behavior and interactions of individuals or groups as they occur in their natural environment.

Structured observation

In structured observation, a predetermined set of behaviors or variables is observed and systematically recorded.

The researchers use specific behavioral categories or measurement tools to collect data .

Participant observation

Participant observation means that the researcher actively participates in the activities or interactions of the participants while they are being observed.

This gives the researcher a deeper insight into the experience and perspectives of the participants.

Covert observation

In the case of a covert observational study, the researcher tries to make himself known to the participants as little as possible.

They observe and record behavior without the participants being aware of the observation. This minimizes the risk of deviant behaviour.

Cross-sectional study

In cross-sectional studies, data is collected at a single point in time or over a short period of time.

The goal is to get a snapshot of the behavior or phenomenon being studied.

Longitudinal study

Longitudinal studies involve following and observing participants over a longer period of time. This makes it possible to identify and analyze changes in behavior or patterns over time.

Choosing the right type of observational study depends on the research question, the aim of the study and the available resources and time. Each type has its own strengths and weaknesses and can be adapted to the specific needs of the research.

Research Methods For Business Students Course A-Z guide to writing a rockstar Research Paper with a bulletproof Research Methodology! More information

Steps in observational research

Below you will find the steps that are followed when setting up an observational research.

Step 1: determine research topic and objectives

The first step involves determining the phenomenon to be observed and the reasons why it is important. Observational studies are especially suitable when an experiment is not an option for practical or ethical reasons. The research topic may also depend on natural behaviour.

As an example, let’s consider a researcher who is interested in the interactions of teens in their social situations. The researcher wants to investigate whether having a smartphone influences the social interactions of the teenagers. Conducting an experiment can be tricky because smartphone use should not be manipulated.

Step 2: choose the type of observation and techniques

Think about what needs to be observed. Does the researcher go in without preconceived notion? Is there another research method that makes more sense to use? Is it important for the analysis that the researcher is present during the observation? If so, a covert observation is already ruled out.

In the example described earlier, several options are possible. The observations could be performed by observing the teens in different situations. It may also be considered to have the observer join a social group and actively participate in their interactions while the group is being observed. Hidden cameras can also be used to record teens’ social interactions in a controlled environment.

Step 3: set up the observational study

There are a number of things to consider before starting the observation.

First, you need to plan ahead. If the participants are observed in a social setting such as community centers or schools, clear agreements should be made and permission should be given. Informed consent might be required. Decide in advance the observational research methods you will use for data collection. Are notes taken? Or video images or audio recordings?

Step 4: before the observation

Once the type of observation has been chosen, the research technique has been decided on and the correct time and place have been determined, it is time to conduct the observation.

In the example, it can be considered to observe two situations, for example one with smartphones and one without smartphones. When conducting the observation, it is important to take confounding variables into account.

Step 5: analyzing data

After completing the observation, it is important to immediately record the first clues, thoughts and impressions. If the observation has been recorded, this recording must be transcribed. Subsequently, a thematic or content analysis must be carried out.

Observations are often exploratory and have an open character. That is why this analysis fits well with this method.

Step 6: discuss next steps

Observational studies are generally exploratory in nature and therefore usually do not immediately yield definitive conclusions. This is mainly because of the risk of observational bias and confounding variables. If the researcher is satisfied with the conclusions that have been reached, it may be useful to switch to another research method, like an experiment.

Examples of observational research

Observational research has led to several revolutionary results that have forever changed our understanding of the world and human behavior.

Some examples of this are:

Development of Darwin’s theory of evolution

Charles Darwin used observational research during his travels on the ship HMS Beagle. Observations of various animal species in their natural environment, such as birds in the Galapagos Islands, allowed Darwin to gather evidence for his theory of evolution.

This revolutionary theory has completely changed the understanding of the origin and diversity of species of creatures.

Discovery of penicillin

Sir Alexander Fleming accidentally discovered the effect of penicillin, a revolutionary antibiotic, through observational research.

He observed that a fungus called Penicillium notatum destroyed bacteria in a petri dish.

This discovery laid the foundation for the development of modern antibiotics and has had an enormous impact on medicine and the treatment of infectious diseases.

Confirmation of Einstein’s theory of relativity

During a solar eclipse in 1919, Arthur Eddington and his team conducted observational research to test the predictions of Einstein’s general theory of relativity.

By observing the positions of stars during the eclipse, they were able to confirm the deflection of light by the sun’s gravity. This experimental evidence supported Einstein’s theory and marked a revolutionary breakthrough in physics.

Research into the effects of smoking on health

One of the most influential observational studies was the study of the relationship between smoking and health problems, particularly lung cancer.

By observing large groups of smokers over a long period of time and collecting data on their smoking behavior and health outcomes, it was shown that there is a strong association between smoking and the risk of lung cancer.

These findings have led to a better understanding of the harmful effects of smoking and have contributed to the promotion of anti-smoking measures and health education.

Pros and cons

Observational research has several advantages and disadvantages that need to be considered before choosing the right research approach.

Advantages of observational research

Authentic behaviour.

By observing people, animals or objects in their natural environment, researchers can study authentic behavior.

That means that the observations take place in real situations and not artificial laboratory conditions.

This allows researchers to study behavior as it actually occurs. This increases scientific validity.

Detailed information

Observational research offers the opportunity to collect detailed information about behaviour, interactions and context.

Researchers can observe specific behaviors such as nonverbal cues, responses to stimuli, and social dynamics. This leads to a deep understanding of the phenomenon being studied.

Flexibility

Observational research can be adapted to different research questions and contexts. Researchers can tailor the observations to the specific situations and variables they want to study. This gives them the flexibility to focus on specific aspects of behaviour, for example.

Disadvantages of observational research

Limited control.

In observational research, researchers have limited control over the conditions and variables they observe. They cannot perform experimental manipulations or control specific environmental factors.

Observer bias

Observer bias refers to the subjective interpretation of the observations by the researcher. Researchers may unconsciously project their own biases, expectations, or interpretations onto the observed behaviors. This could jeopardize the objectivity of the investigation.

Time consuming

Now it’s your turn

What do you think? Do you recognize the explanation about observational research? Are you familiar with observational research? What do you think are the main benefits of observational research? Have you ever read or experienced an observational study that has given you new insights? Do you have tips or other comments?

Share your experience and knowledge in the comments box below.

More information

Barick, R. (2021). Research Methods For Business Students . Retrieved 02/16/2024 from Udemy.
Rosenbaum, P. R. (2005). Observational study . Encyclopedia of statistics in behavioral science.
Altmann, J. (1974). Observational study of behavior: sampling methods . Behaviour, 49(3-4), 227-266.
Jepsen, P., Johnsen, S. P., Gillman, M. W., & Sørensen, H. T. (2004). Interpretation of observational studies . Heart, 90(8), 956-960.
Ligthelm, R. J., Borzì, V., Gumprecht, J., Kawamori, R., Wenying, Y., & Valensi, P. (2007). Importance of observational studies in clinical practice . Clinical therapeutics , 29(6), 1284-1292.

How to cite this article: Janse, B. (2023). Observational Research Method . Retrieved [insert date] from Toolshero: https://www.toolshero.com/research/observational-research/

Original publication date: 10/17/2023 | Last update: 01/02/2024

Add a link to this page on your website: <a href=” https://www.toolshero.com/research/observational-research/”> Toolshero: Observational Research Method</a>

Did you find this article interesting?

Your rating is more than welcome or share this article via Social media!

Average rating 4 / 5. Vote count: 4

No votes so far! Be the first to rate this post.

We are sorry that this post was not useful for you!

Let us improve this post!

Tell us how we can improve this post?

Ben Janse is a young professional working at ToolsHero as Content Manager. He is also an International Business student at Rotterdam Business School where he focusses on analyzing and developing management models. Thanks to his theoretical and practical knowledge, he knows how to distinguish main- and side issues and to make the essence of each article clearly visible.

Respondents: the definition, meaning and the recruitment

Market Research: the Basics and Tools

Gartner Magic Quadrant report and basics explained

Univariate Analysis: basic theory and example

Bivariate Analysis in Research explained

Contingency Table: the Theory and an Example

Also interesting.

Content Analysis explained plus example

Field Research explained

Research Ethics explained

BOOST YOUR SKILLS

Toolshero supports people worldwide ( 10+ million visitors from 100+ countries ) to empower themselves through an easily accessible and high-quality learning platform for personal and professional development.

By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! Join our learning platform and boost your skills with Toolshero.

ABOUT TOOLSHERO

Free Toolshero e-book
Memberships & Pricing

Behavioral Research Blog

By noldus information technology, search the blog, subscribe to the blog - get updated monthly.

Two examples of on-site observational studies with older persons

In some cases, it is necessary to bring your research to your participants. For example, you might want to observe people in a natural setting: at home , in a shop, in the classroom, or in the office.

Another case where on-site research would be beneficial is when your participants are experiencing health issues, preventing them from travelling to your lab. Conducting your research on location enables you to study people that are otherwise difficult to reach.

These factors should be taken into consideration when choosing the location for your research, especially when conducting studies with older age groups.

Practical aspects of on-site observational studies

If you want to conduct your study in another location, there are some practical aspects to think about. For example, you have to set the right lighting conditions and camera position. You also have to make sure that you capture voices and other sounds accurately.

Do you want to learn more how to set up an AV lab? Read on for the perfect tips & tricks!

Which requirements do you need?
What equipment is needed?
Download this free 'how to' guide!

Observational research examples

The first study we describe in this blog post explores how familiarity influences the use of electronic devices in different age groups. In the second study, researchers compared different methods of observing pain expressions in dementia patients.

Example 1: Familiarity and intuitive use

Improving products for older age groups.

It is generally assumed that older adults have difficulty using modern electronic devices, such as mobile telephones or computers. Because this age group is growing in most countries, changing products and processes to adapt to their needs is increasingly more important.

Improving technological experiences in older age groups supports their social inclusion, productivity, and their independence. To gain more insight in the learning processes involved in using electronic devices, Lawry and his colleagues compared levels of familiarity between age groups.

Comparing familiarity between older and younger adults

Familiarity describes the way an action is recognized or understood, based on prior experience and knowledge. It develops from a general level of knowledge, to knowledge that is based on experience, and finally to effortless and unconscious action.

The researchers identified several behaviors that suggest familiarity with an action. These include anticipation and planning, relative speed, verbalization, and task attention. They recorded these behaviors during a verbal report of how participants thought they would perform a task, as well as during the performance of the task itself.

Specifically, participants were asked to use a product they were familiar with and a product that was new to them. The study included 32 participants with different educational backgrounds, who were divided into different age groups (18-44, 45-59, 60-74, and 75+).

Observing familiarity at home

What better place to study familiarity than in the familiar place of home? By conducting part of their research in the participants’ homes, researcher Lawry and his team created a more realistic learning environment, had easy access to familiar products, and were able to recruit older participants more easily.

They coded verbal and visual data from both studies using The Observer XT , and used this software to calculate inter-rater reliability as well. Results showed significant differences in familiarity between age groups, concerning both known and new products.

Request a free trial and see for yourself how easy behavioral research can be!

Work faster
Reduce costs
Get better data

Differences between younger and older adults

When using their own products, the youngest adult group showed more familiar behaviors than the two oldest groups. These younger participants also showed more familiarity when using a new product, compared to all other age groups.

Importantly, these results indicate that intuitive use of new products declines as early as during middle age. Therefore, the researchers advise product designers to incorporate more features that are based on prior knowledge of both middle-aged and older adults.

Example 2: Pain expressions in dementia

Observing pain expressions.

In dementia, severe cognitive impairment can lead to an inability to communicate verbally. When these patients can’t tell their caregivers about the pain they feel, an accurate assessment of pain expressions becomes essential.

Browne and her colleagues examined how the angle of observation influences this assessment, both in trained and untrained observers. It is widely assumed that a front view provides the most information on pain. However, caregivers also often observe patients from the side.

Not only can this information be used to improve human observations, but it can also support the development of computer vision systems, further improving care for people with dementia.

On-site observational study

The researchers included 102 adults over the age of 65 in their study, with and without dementia.

Video recordings were made from both the front and profile of their faces, during a physiotherapy examination and a baseline period. Observers used this video data to assess pain expressions with two different coding systems.

They made their observations in long-term care facilities and an outpatient physiotherapy clinic. This approach provided opportunities to observe participants in their beds, as well as during their treatments.

When analyzing their data, Browne and her colleagues used The Observer XT to code the video data and calculate reliability between raters.

Benefits of a profile view

Both trained and untrained observers were able to discriminate between pain and pain-free situations. When comparing assessments between these observers, results showed that undergraduate students relied less on specific pain cues when making their observations.

During physiotherapy, the students also rated pain intensity higher and more accurately when viewing patients’ profiles. This suggests that the assessments of less experienced observers could improve when including a profile view.

Observer accuracy may also benefit from the use of computerized systems, particularly when viewing patients from the front.

Download the free FaceReader methodology note to learn more about facial expression analysis theory.

How FaceReader works
More about the calibration
Insight in quality of analysis & output

Interested in human behavior research? Read more on 'How to study human behavior' !

Lawry, S.; Popovic, V.; Blackler, A.; Thompson, H. (2019). Age, familiarity, and intuitive use: an empirical investigation. Applied Ergonomics , 74 , 74-84.
Browne, E.; Hadjistavropoulos, T.; Prkachin, K.; Ashraf, A.; Taati, B. (2019). Pain expressions in dementia: validity of observers’ pain judgments as a function of angle of observation. Journal of Nonverbal Behavior , https://doi.org/10.1007/s10919-019-00303-4.

Get the latest blog posts delivered to your inbox - every 15 th of the month

Want to learn more? Download the free white paper on FaceReader Methodology!

mockup white paper facereader methodology

White paper download "FaceReader Methodology"

response-oxytocin-mother-infant-interaction

The response of oxytocin to mother-infant interaction

Observing and coding the behavior of siblings

Physiological and behavioral analysis: coping with stress

Contact information, global headquarters, north american headquarters, asian headquarters, main applications, human behavior research, animal behavior research, main products.

Faculty & Staff
Prospective Students
Agriculture and Food / Food Security
Clean Energy
Climate Change Mitigation and Adaptation
CSR / Circular Economy / Business-Environment
Economics / Policy / Law
Environmental Consulting
Environmental Education
Environmental Science
Environmental Think Tanks
Entrepreneurship and Innovation
Equity and Justice
Forest Management and Science
GIS / Remote Sensing
International Development and Conservation
Natural Resource Conservation / Ecology / Wildlife
Urban and Regional Planning
U.S. Federal, State, and Local Government Careers
Water Resources Management
Race, Justice, and Equity in the Workplace
International Student Career Resources
LGBTQ+ Career Resources
Disability Career Resources
Create a Resume, CV or Cover Letter
Expand Your Network
Explore Your Skills and Interests
Job Offer Negotiations
Prepare for an Interview
Remote Work Skills
PhD and Post Doc Resources
Job Market Research
Search for a Job / Internship
Transferable Skills
All Ivy Environmental & Sustainable Development Fair
All News & Advice
Employment Data
Summer Experiences Data

10 Behavioral Interview Questions (With Sample Answers)

Share This: Share 10 Behavioral Interview Questions (With Sample Answers) on Facebook Share 10 Behavioral Interview Questions (With Sample Answers) on LinkedIn Share 10 Behavioral Interview Questions (With Sample Answers) on X

Are you working on your interview preparation and presence? Knowing the types of questions to expect is a cornerstone of confidence building, and Indeed.com’s online Career Guide is a great resource for a range of job search skills information.

This article includes sample behavioral interview questions and answers to help demystify this interview staple.

During a job interview, employers may ask behavioral interview questions to assess how well you handled specific situations in the past and determine your likely behavior in similar situations. Your past performance can offer the hiring manager insight into your competence level. Reviewing answers to typical behavioral interview questions may help you prepare your own responses.

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Publications
Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

Advanced Search
Journal List
HHS Author Manuscripts

Observational Studies: Cohort and Case-Control Studies

Jae w. song.

1 Research Fellow, Section of Plastic Surgery, Department of Surgery The University of Michigan Health System; Ann Arbor, MI

Kevin C. Chung

2 Professor of Surgery, Section of Plastic Surgery, Department of Surgery The University of Michigan Health System; Ann Arbor, MI

Observational studies are an important category of study designs. To address some investigative questions in plastic surgery, randomized controlled trials are not always indicated or ethical to conduct. Instead, observational studies may be the next best method to address these types of questions. Well-designed observational studies have been shown to provide results similar to randomized controlled trials, challenging the belief that observational studies are second-rate. Cohort studies and case-control studies are two primary types of observational studies that aid in evaluating associations between diseases and exposures. In this review article, we describe these study designs, methodological issues, and provide examples from the plastic surgery literature.

Because of the innovative nature of the specialty, plastic surgeons are frequently confronted with a spectrum of clinical questions by patients who inquire about “best practices.” It is thus essential that plastic surgeons know how to critically appraise the literature to understand and practice evidence-based medicine (EBM) and also contribute to the effort by carrying out high-quality investigations. 1 Well-designed randomized controlled trials (RCTs) have held the pre-eminent position in the hierarchy of EBM as level I evidence ( Table 1 ). However, RCT methodology, which was first developed for drug trials, can be difficult to conduct for surgical investigations. 3 Instead, well-designed observational studies, recognized as level II or III evidence, can play an important role in deriving evidence for plastic surgery. Results from observational studies are often criticized for being vulnerable to influences by unpredictable confounding factors. However, recent work has challenged this notion, showing comparable results between observational studies and RCTs. 4 , 5 Observational studies can also complement RCTs in hypothesis generation, establishing questions for future RCTs, and defining clinical conditions.

Levels of Evidence Based Medicine

From REF 1 .

Observational studies fall under the category of analytic study designs and are further sub-classified as observational or experimental study designs ( Figure 1 ). The goal of analytic studies is to identify and evaluate causes or risk factors of diseases or health-related events. The differentiating characteristic between observational and experimental study designs is that in the latter, the presence or absence of undergoing an intervention defines the groups. By contrast, in an observational study, the investigator does not intervene and rather simply “observes” and assesses the strength of the relationship between an exposure and disease variable. 6 Three types of observational studies include cohort studies, case-control studies, and cross-sectional studies ( Figure 1 ). Case-control and cohort studies offer specific advantages by measuring disease occurrence and its association with an exposure by offering a temporal dimension (i.e. prospective or retrospective study design). Cross-sectional studies, also known as prevalence studies, examine the data on disease and exposure at one particular time point ( Figure 2 ). 6 Because the temporal relationship between disease occurrence and exposure cannot be established, cross-sectional studies cannot assess the cause and effect relationship. In this review, we will primarily discuss cohort and case-control study designs and related methodologic issues.

An external file that holds a picture, illustration, etc.
Object name is nihms-237355-f0001.jpg

Analytic Study Designs. Adapted with permission from Joseph Eisenberg, Ph.D.

An external file that holds a picture, illustration, etc.
Object name is nihms-237355-f0002.jpg

Temporal Design of Observational Studies: Cross-sectional studies are known as prevalence studies and do not have an inherent temporal dimension. These studies evaluate subjects at one point in time, the present time. By contrast, cohort studies can be either retrospective (latin derived prefix, “retro” meaning “back, behind”) or prospective (greek derived prefix, “pro” meaning “before, in front of”). Retrospective studies “look back” in time contrasting with prospective studies, which “look ahead” to examine causal associations. Case-control study designs are also retrospective and assess the history of the subject for the presence or absence of an exposure.

COHORT STUDY

The term “cohort” is derived from the Latin word cohors . Roman legions were composed of ten cohorts. During battle each cohort, or military unit, consisting of a specific number of warriors and commanding centurions, were traceable. The word “cohort” has been adopted into epidemiology to define a set of people followed over a period of time. W.H. Frost, an epidemiologist from the early 1900s, was the first to use the word “cohort” in his 1935 publication assessing age-specific mortality rates and tuberculosis. 7 The modern epidemiological definition of the word now means a “group of people with defined characteristics who are followed up to determine incidence of, or mortality from, some specific disease, all causes of death, or some other outcome.” 7

Study Design

A well-designed cohort study can provide powerful results. In a cohort study, an outcome or disease-free study population is first identified by the exposure or event of interest and followed in time until the disease or outcome of interest occurs ( Figure 3A ). Because exposure is identified before the outcome, cohort studies have a temporal framework to assess causality and thus have the potential to provide the strongest scientific evidence. 8 Advantages and disadvantages of a cohort study are listed in Table 2 . 2 , 9 Cohort studies are particularly advantageous for examining rare exposures because subjects are selected by their exposure status. Additionally, the investigator can examine multiple outcomes simultaneously. Disadvantages include the need for a large sample size and the potentially long follow-up duration of the study design resulting in a costly endeavor.

An external file that holds a picture, illustration, etc.
Object name is nihms-237355-f0003.jpg

Cohort and Case-Control Study Designs

Advantages and Disadvantages of the Cohort Study

Cohort studies can be prospective or retrospective ( Figure 2 ). Prospective studies are carried out from the present time into the future. Because prospective studies are designed with specific data collection methods, it has the advantage of being tailored to collect specific exposure data and may be more complete. The disadvantage of a prospective cohort study may be the long follow-up period while waiting for events or diseases to occur. Thus, this study design is inefficient for investigating diseases with long latency periods and is vulnerable to a high loss to follow-up rate. Although prospective cohort studies are invaluable as exemplified by the landmark Framingham Heart Study, started in 1948 and still ongoing, 10 in the plastic surgery literature this study design is generally seen to be inefficient and impractical. Instead, retrospective cohort studies are better indicated given the timeliness and inexpensive nature of the study design.

Retrospective cohort studies, also known as historical cohort studies, are carried out at the present time and look to the past to examine medical events or outcomes. In other words, a cohort of subjects selected based on exposure status is chosen at the present time, and outcome data (i.e. disease status, event status), which was measured in the past, are reconstructed for analysis. The primary disadvantage of this study design is the limited control the investigator has over data collection. The existing data may be incomplete, inaccurate, or inconsistently measured between subjects. 2 However, because of the immediate availability of the data, this study design is comparatively less costly and shorter than prospective cohort studies. For example, Spear and colleagues examined the effect of obesity and complication rates after undergoing the pedicled TRAM flap reconstruction by retrospectively reviewing 224 pedicled TRAM flaps in 200 patients over a 10-year period. 11 In this example, subjects who underwent the pedicled TRAM flap reconstruction were selected and categorized into cohorts by their exposure status: normal/underweight, overweight, or obese. The outcomes of interest were various flap and donor site complications. The findings revealed that obese patients had a significantly higher incidence of donor site complications, multiple flap complications, and partial flap necrosis than normal or overweight patients. An advantage of the retrospective study design analysis is the immediate access to the data. A disadvantage is the limited control over the data collection because data was gathered retrospectively over 10-years; for example, a limitation reported by the authors is that mastectomy flap necrosis was not uniformly recorded for all subjects. 11

An important distinction lies between cohort studies and case-series. The distinguishing feature between these two types of studies is the presence of a control, or unexposed, group. Contrasting with epidemiological cohort studies, case-series are descriptive studies following one small group of subjects. In essence, they are extensions of case reports. Usually the cases are obtained from the authors' experiences, generally involve a small number of patients, and more importantly, lack a control group. 12 There is often confusion in designating studies as “cohort studies” when only one group of subjects is examined. Yet, unless a second comparative group serving as a control is present, these studies are defined as case-series. The next step in strengthening an observation from a case-series is selecting appropriate control groups to conduct a cohort or case-control study, the latter which is discussed in the following section about case-control studies. 9

Methodological Issues

Selection of subjects in cohort studies.

The hallmark of a cohort study is defining the selected group of subjects by exposure status at the start of the investigation. A critical characteristic of subject selection is to have both the exposed and unexposed groups be selected from the same source population ( Figure 4 ). 9 Subjects who are not at risk for developing the outcome should be excluded from the study. The source population is determined by practical considerations, such as sampling. Subjects may be effectively sampled from the hospital, be members of a community, or from a doctor's individual practice. A subset of these subjects will be eligible for the study.

An external file that holds a picture, illustration, etc.
Object name is nihms-237355-f0005.jpg

Levels of Subject Selection. Adapted from Ref 9 .

Attrition Bias (Loss to follow-up)

Because prospective cohort studies may require long follow-up periods, it is important to minimize loss to follow-up. Loss to follow-up is a situation in which the investigator loses contact with the subject, resulting in missing data. If too many subjects are loss to follow-up, the internal validity of the study is reduced. A general rule of thumb requires that the loss to follow-up rate not exceed 20% of the sample. 6 Any systematic differences related to the outcome or exposure of risk factors between those who drop out and those who stay in the study must be examined, if possible, by comparing individuals who remain in the study and those who were loss to follow-up or dropped out. It is therefore important to select subjects who can be followed for the entire duration of the cohort study. Methods to minimize loss to follow-up are listed in Table 3 .

Methods to Minimize Loss to Follow-Up

Adapted from REF 2 .

CASE-CONTROL STUDIES

Case-control studies were historically borne out of interest in disease etiology. The conceptual basis of the case-control study is similar to taking a history and physical; the diseased patient is questioned and examined, and elements from this history taking are knitted together to reveal characteristics or factors that predisposed the patient to the disease. In fact, the practice of interviewing patients about behaviors and conditions preceding illness dates back to the Hippocratic writings of the 4 th century B.C. 7

Reasons of practicality and feasibility inherent in the study design typically dictate whether a cohort study or case-control study is appropriate. This study design was first recognized in Janet Lane-Claypon's study of breast cancer in 1926, revealing the finding that low fertility rate raises the risk of breast cancer. 13 , 14 In the ensuing decades, case-control study methodology crystallized with the landmark publication linking smoking and lung cancer in the 1950s. 15 Since that time, retrospective case-control studies have become more prominent in the biomedical literature with more rigorous methodological advances in design, execution, and analysis.

Case-control studies identify subjects by outcome status at the outset of the investigation. Outcomes of interest may be whether the subject has undergone a specific type of surgery, experienced a complication, or is diagnosed with a disease ( Figure 3B ). Once outcome status is identified and subjects are categorized as cases, controls (subjects without the outcome but from the same source population) are selected. Data about exposure to a risk factor or several risk factors are then collected retrospectively, typically by interview, abstraction from records, or survey. Case-control studies are well suited to investigate rare outcomes or outcomes with a long latency period because subjects are selected from the outset by their outcome status. Thus in comparison to cohort studies, case-control studies are quick, relatively inexpensive to implement, require comparatively fewer subjects, and allow for multiple exposures or risk factors to be assessed for one outcome ( Table 4 ). 2 , 9

Advantages and Disadvantages of the Case-Control Study

An example of a case-control investigation is by Zhang and colleagues who examined the association of environmental and genetic factors associated with rare congenital microtia, 16 which has an estimated prevalence of 0.83 to 17.4 in 10,000. 17 They selected 121 congenital microtia cases based on clinical phenotype, and 152 unaffected controls, matched by age and sex in the same hospital and same period. Controls were of Hans Chinese origin from Jiangsu, China, the same area from where the cases were selected. This allowed both the controls and cases to have the same genetic background, important to note given the investigated association between genetic factors and congenital microtia. To examine environmental factors, a questionnaire was administered to the mothers of both cases and controls. The authors concluded that adverse maternal health was among the main risk factors for congenital microtia, specifically maternal disease during pregnancy (OR 5.89, 95% CI 2.36-14.72), maternal toxicity exposure during pregnancy (OR 4.76, 95% CI 1.66-13.68), and resident area, such as living near industries associated with air pollution (OR 7.00, 95% CI 2.09-23.47). 16 A case-control study design is most efficient for this investigation, given the rarity of the disease outcome. Because congenital microtia is thought to have multifactorial causes, an additional advantage of the case-control study design in this example is the ability to examine multiple exposures and risk factors.

Selection of Cases

Sampling in a case-control study design begins with selecting the cases. In a case-control study, it is imperative that the investigator has explicitly defined inclusion and exclusion criteria prior to the selection of cases. For example, if the outcome is having a disease, specific diagnostic criteria, disease subtype, stage of disease, or degree of severity should be defined. Such criteria ensure that all the cases are homogenous. Second, cases may be selected from a variety of sources, including hospital patients, clinic patients, or community subjects. Many communities maintain registries of patients with certain diseases and can serve as a valuable source of cases. However, despite the methodologic convenience of this method, validity issues may arise. For example, if cases are selected from one hospital, identified risk factors may be unique to that single hospital. This methodological choice may weaken the generalizability of the study findings. Another example is choosing cases from the hospital versus the community; most likely cases from the hospital sample will represent a more severe form of the disease than those in the community. 2 Finally, it is also important to select cases that are representative of cases in the target population to strengthen the study's external validity ( Figure 4 ). Potential reasons why cases from the original target population eventually filter through and are available as cases (study participants) for a case-control study are illustrated in Figure 5 .

An external file that holds a picture, illustration, etc.
Object name is nihms-237355-f0006.jpg

Levels of Case Selection. Adapted from Ref 2 .

Selection of Controls

Selecting the appropriate group of controls can be one of the most demanding aspects of a case-control study. An important principle is that the distribution of exposure should be the same among cases and controls; in other words, both cases and controls should stem from the same source population. The investigator may also consider the control group to be an at-risk population, with the potential to develop the outcome. Because the validity of the study depends upon the comparability of these two groups, cases and controls should otherwise meet the same inclusion criteria in the study.

A case-control study design that exemplifies this methodological feature is by Chung and colleagues, who examined maternal cigarette smoking during pregnancy and the risk of newborns developing cleft lip/palate. 18 A salient feature of this study is the use of the 1996 U.S. Natality database, a population database, from which both cases and controls were selected. This database provides a large sample size to assess newborn development of cleft lip/palate (outcome), which has a reported incidence of 1 in 1000 live births, 19 and also enabled the investigators to choose controls (i.e., healthy newborns) that were generalizable to the general population to strengthen the study's external validity. A significant relationship with maternal cigarette smoking and cleft lip/palate in the newborn was reported in this study (adjusted OR 1.34, 95% CI 1.36-1.76). 18

Matching is a method used in an attempt to ensure comparability between cases and controls and reduces variability and systematic differences due to background variables that are not of interest to the investigator. 8 Each case is typically individually paired with a control subject with respect to the background variables. The exposure to the risk factor of interest is then compared between the cases and the controls. This matching strategy is called individual matching. Age, sex, and race are often used to match cases and controls because they are typically strong confounders of disease. 20 Confounders are variables associated with the risk factor and may potentially be a cause of the outcome. 8 Table 5 lists several advantages and disadvantages with a matching design.

Advantages and Disadvantages for Using a Matching Strategy

Multiple Controls

Investigations examining rare outcomes may have a limited number of cases to select from, whereas the source population from which controls can be selected is much larger. In such scenarios, the study may be able to provide more information if multiple controls per case are selected. This method increases the “statistical power” of the investigation by increasing the sample size. The precision of the findings may improve by having up to about three or four controls per case. 21 - 23

Bias in Case-Control Studies

Evaluating exposure status can be the Achilles heel of case-control studies. Because information about exposure is typically collected by self-report, interview, or from recorded information, it is susceptible to recall bias, interviewer bias, or will rely on the completeness or accuracy of recorded information, respectively. These biases decrease the internal validity of the investigation and should be carefully addressed and reduced in the study design. Recall bias occurs when a differential response between cases and controls occurs. The common scenario is when a subject with disease (case) will unconsciously recall and report an exposure with better clarity due to the disease experience. Interviewer bias occurs when the interviewer asks leading questions or has an inconsistent interview approach between cases and controls. A good study design will implement a standardized interview in a non-judgemental atmosphere with well-trained interviewers to reduce interviewer bias. 9

The STROBE Statement: The Strengthening the Reporting of Observational Studies in Epidemiology Statement

In 2004, the first meeting of the Strengthening the Reporting of Observational Studies in Epidemiology (STROBE) group took place in Bristol, UK. 24 The aim of the group was to establish guidelines on reporting observational research to improve the transparency of the methods, thereby facilitating the critical appraisal of a study's findings. A well-designed but poorly reported study is disadvantaged in contributing to the literature because the results and generalizability of the findings may be difficult to assess. Thus a 22-item checklist was generated to enhance the reporting of observational studies across disciplines. 25 , 26 This checklist is also located at the following website: www.strobe-statement.org . This statement is applicable to cohort studies, case-control studies, and cross-sectional studies. In fact, 18 of the checklist items are common to all three types of observational studies, and 4 items are specific to each of the 3 specific study designs. In an effort to provide specific guidance to go along with this checklist, an “explanation and elaboration” article was published for users to better appreciate each item on the checklist. 27 Plastic surgery investigators should peruse this checklist prior to designing their study and when they are writing up the report for publication. In fact, some journals now require authors to follow the STROBE Statement. A list of participating journals can be found on this website: http://www.strobe-statement.org./index.php?id=strobe-endorsement .

Due to the limitations in carrying out RCTs in surgical investigations, observational studies are becoming more popular to investigate the relationship between exposures, such as risk factors or surgical interventions, and outcomes, such as disease states or complications. Recognizing that well-designed observational studies can provide valid results is important among the plastic surgery community, so that investigators can both critically appraise and appropriately design observational studies to address important clinical research questions. The investigator planning an observational study can certainly use the STROBE statement as a tool to outline key features of a study as well as coming back to it again at the end to enhance transparency in methodology reporting.

Acknowledgments

Supported in part by a Midcareer Investigator Award in Patient-Oriented Research (K24 AR053120) from the National Institute of Arthritis and Musculoskeletal and Skin Diseases (to Dr. Kevin C. Chung).

None of the authors has a financial interest in any of the products, devices, or drugs mentioned in this manuscript.

This is a PDF file of an unedited manuscript that has been accepted for publication. As a service to our customers we are providing this early version of the manuscript. The manuscript will undergo copyediting, typesetting, and review of the resulting proof before it is published in its final citable form. Please note that during the production process errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.

IMAGES

How To Write An Observation
16 Observational Learning Examples (2024)
Quiz & Worksheet
Observational research
10 Observational Research Examples (2024)
Observational Research

VIDEO

OBSERVATIONAL METHOD OF RESEARCH IN PSYCHOLOGY, CLASS
#4 Purpose of Research
Understanding Observational Studies: A Guide to Real-World Research
Types of Observational Studies
Mastering Research Methodology
Dr. Eric Berg DC

COMMENTS

What Is an Observational Study?
Revised on June 22, 2023. An observational study is used to answer a research question based purely on what the researcher observes. There is no interference or manipulation of the research subjects, and no control and treatment groups. These studies are often qualitative in nature and can be used for both exploratory and explanatory research ...
10 Observational Research Examples (2024)
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 ...
Research Question Examples ‍
A well-crafted research question (or set of questions) sets the stage for a robust study and meaningful insights. But, if you're new to research, it's not always clear what exactly constitutes a good research question. In this post, we'll provide you with clear examples of quality research questions across various disciplines, so that you can approach your research project with confidence!
What is an Observational Study: Definition & Examples
What is an Observational Study? An observational study uses sample data to find correlations in situations where the researchers do not control the treatment, or independent variable, that relates to the primary research question. The definition of an observational study hinges on the notion that the researchers only observe subjects and do not assign them to the control and treatment groups.
Observational Research: What is, Types, Pros & Cons + Example
Observational research is a broad term for various non-experimental studies in which behavior is carefully watched and recorded. The goal of this research is to describe a variable or a set of variables. More broadly, the goal is to capture specific individual, group, or setting characteristics. Since it is non-experimental and uncontrolled, we ...
Observational Research
Observational Research Examples. Here are some real-time observational research examples: ... Observational research is a flexible research method that can be used in a variety of settings and for a range of research questions. Observational research can be used to generate hypotheses, to collect data on behavior, or to monitor changes over ...
Observational Study Designs: Synopsis for Selecting an Appropriate
The observational design is subdivided into descriptive, including cross-sectional, case report or case series, and correlational, and analytic which includes cross-section, case-control, and cohort studies. Each research design has its uses and points of strength and limitations. The aim of this article to provide a simplified approach for the ...
7 Types of Observational Studies (With Examples)
There are seven types of observational studies. Researchers might choose to use one type of observational study or combine any of these multiple observational study approaches: 1. Cross-sectional studies. Cross-sectional studies happen when researchers observe their chosen subject at one particular point in time.
Observational Research
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 ...
Observational Research
Observational research is a social research technique that involves the direct observation of phenomena in their natural setting. An observational study is a non-experimental method to examine how research participants behave. Observational research is typically associated with qualitative methods, where the data ultimately require some ...
Direct observation methods: A practical guide for health researchers
The use of observation can help explain research questions as diverse as patients' health behaviors [7,10,32], healthcare delivery [3,4] or the outcomes of a clinical trial [9,33]. A common critique in healthcare research is that observing behavior will change behavior, a concept known as the Hawthorne Effect.
75 questions with answers in OBSERVATIONAL STUDIES
16 answers. There are two ways one can classify Cluster Sampling technique. First, based on the number of stages followed to obtain the cluster sample (i.e., one -stage, two-stage, multiple-stage ...
Observational Study ~ Guide & Example for Your Research
Description. Example. Naturalistic observation. It entails studying objects in their natural environment without interference. Observing animals in a game park. Participant observation. The researcher is part of the day-to-day life of the research participants. Living in a community with the participants. Systematic observation.
6.5 Observational Research
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.
Observational studies and their utility for practice
The main types of observational studies used in health research, their purpose and main strengths and ... while blinding (masking) controls for information bias. Hence, for questions regarding drug efficacy, randomised controlled trials provide the most robust evidence. ... An example of a clinical registry in Australia is the Australian ...
Observational Research Method explained
Observational research is a method of collecting data by simply observing and recording the behavior of individuals, animals or objects in their natural environment. It offers researchers insights into human and animal behavior, revealing patterns and dynamics that would otherwise go unnoticed. This article explores the definition, types ...
observational studies research: Topics by Science.gov
Practical Hints for Observational Research.. ERIC Educational Resources Information Center. Washington, Wanda; And Others. The Austin Independent School District's Research and Evaluation Office presents practical information concerning observational research.This paper focuses on five topics: (1) what makes a good observer (setting the ground rules, training observers in details, and practice ...
Methods to systematically review and meta-analyse observational studies
Background. Many research questions cannot be investigated in randomised controlled trials (RCTs) for ethical or methodological reasons [], and around 80-90% of published clinical research is observational in design [2, 3].The Framingham Heart Study, National Child Development Study, and the Dunedin Multidisciplinary Health & Development Study are examples of large observational studies that ...
Two examples of on-site observational studies
Observational research examples. The first study we describe in this blog post explores how familiarity influences the use of electronic devices in different age groups. In the second study, researchers compared different methods of observing pain expressions in dementia patients. Example 1: Familiarity and intuitive use
Formulating the Research Question
Turning Clinical Questions into Research Questions. The first step in the process of transforming a clinical question into research is to carefully define the study sample (or patient cohort), the exposure of interest, and the outcome of interest. These 3 components—sample, exposure, and outcome—are essential parts of every research question.
10 Behavioral Interview Questions (With Sample Answers)
Knowing the types of questions to expect is a cornerstone of confidence building, and Indeed.com's online Career Guide is a great resource for a range of job search skills information. This article includes sample behavioral interview questions and answers to help demystify this interview staple. Excerpt:
Observational Studies: Cohort and Case-Control Studies
Cohort studies and case-control studies are two primary types of observational studies that aid in evaluating associations between diseases and exposures. In this review article, we describe these study designs, methodological issues, and provide examples from the plastic surgery literature. Keywords: observational studies, case-control study ...

Have a language expert improve your writing

What Is an Observational Study? | Guide & Examples

Table of contents

Here's why students love Scribbr's proofreading services

Cohort studies

Case–control studies

Cross-sectional studies

Step 1: Identify your research topic and objectives

Step 2: Choose your observation type and technique

Step 3: Set up your observational study

Step 4: Conduct your observation

Step 5: Analyze your data

Step 6: Discuss avenues for future research

Disadvantages

Cite this Scribbr article

Is this article helpful?

Tegan George

10 Observational Research Examples

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

9. Ethnographic Research

10. Time and Motion Studies

Why do Observational Research?

Leave a Comment Cancel Reply

Research Question Examples 🧑🏻‍🏫

Research Question Examples

Examples: Psychology

Examples: Business/Management

Examples: Education

Need a helping hand?

Examples: Healthcare

Examples: Computer Science

Remember, these are just examples…

Psst… there’s more (for free)

You Might Also Like:

Submit a Comment Cancel reply

Observational Research: What is, Types, Pros & Cons + Example

What is observational research?

Types of observational research

Naturalistic observation

Case studiesCase studies

Participant observation

Controlled observation

Longitudinal observation

Observational research methods

Have a clear objective

Get permission

Unbiased observation

Hide your observers

Documentation

Data analysis

Pros and cons of observational research

Example of observational research

How to conduct observational research with QuestionPro?

Frequently Asked Questions (FAQ)

MORE LIKE THIS

Top 13 A/B Testing Software for Optimizing Your Website

21 Best Contact Center Experience Software in 2024

Government Customer Experience: Impact on Government Service

Employee Engagement App: Top 11 For Workforce Improvement

Other categories

Observational Research – Methods and Guide

Observational Research

Observation

Types of Observational Research

Naturalistic Observation

Controlled Observation

Participant Observation

Structured Observation

Unstructured Observation

Cross-Sectional Observation

Longitudinal Observation

Data Collection Methods

Field Notes