Observation has been used as research tool from time immemorial. In fact, it can be argued to one of the oldest methods of research ever to exist because of its overt features. But as statisticians and researchers argue, observation is not mere looking. One might have eyes yet not be at a position to observe anything. Whatever the case, observation forms an integral part of both social and scientific research today. In the contemporary society, where opinions are no longer considered significant unless they are backed up by some scientific niche, sociologists and opinion makers have brought observation to the fore more than any other time in history (Bryman, 2012). It is, therefore, necessary to learn about observation and internalize its roles in research so that one can understand when, when, and why choose observation as a research method out of all the available research tools and methodologies available to researchers. In this essay, I will attend to the above puzzle through an analysis of the observation as a methodology used in research. I will look at the role of observation in the social research.

Overview of observation methods

Observation method as the name suggests involves use of sight and other relevant senses. While smell and touch might be appropriate senses during observation in scientific research like that dealing with chemicals, most social research concern study of human behavior. The sense of sight is, therefore, the most relevant and, in fact, always used in the study of human behavior. Observation as research methodology involves looking at human behavior and analyzing their behavior in reality rather than in their ideal setting. Quantifiable variable may, however, be observed through computerized machines that have made the tools even more relevant in the society than ever before (Zikmund, Babin, Carr, & Griffin, 2012). There are different types of observation methods used in research today. The common classification of these types is one that considers the position of the researcher in respect to the subjects of study. Following this classification there are three types of observation methods namely, direct (overt), indirect (covert) and participatory. In overt observation, the subjects of study know they are under observation. This method is criticized since the population beings observed may deliberately portray an ideal self of themselves rather than their true self thus leading to bias and error in the study (Yin, 2009). The covert method, as the name suggests is done when the subjects under study are unaware they are being observed. The method, therefore, produces truer information regarding the subject because they can hardly modify their character. The participatory method involves the researcher joining the subjects under study in their work and observing their behavior in the process. This method allows the researcher understand developing a greater understanding the subjects compared to the other methods of observation described above.

Role of observation method

As earlier indicated, the observation meth0d of data collection is the oldest method of data collection that is still in use today in anthropological, sociological and most scientific studies. The simple reason for this is that it helps the researcher to explore the nonverbal expression of the subjects under study through different sense like feeling, watching for covert phenomena. Participant observation enables the researcher to experience the true environment of the population under study (Blank, Disharoon & Eissenberg, 2009). For instance not would be appropriate for a researcher studying the preference of the population for a given food over the other by tasting samples of the foods under observation than merely asking through a questionnaire.

In addition, observation method is the methodology of choice for researchers that wish to get the original behavior of their subjects. As earlier indicated, observation entails studying natural behavior of a population when they are not under that influence of anything else. Such study undoubtedly produces the most accurate finding for any research study (Bryman, 2012). For instance, in marketing, observation may be done by an organization to study the shopping preferences among customers. For such a study, it would be appropriate for the researchers to visit shopping malls, supermarkets and other shopping centers and observe the customers as they come in and out to assess the products that are most preferred by the customer (Bernard, 2011). In fact, observation tools for use in marketing have been developed and instead of sitting and tallying the customers’ preferences as they shop, computerized observation is done where the customers’ products are passed through a computerized system. By so doing, one can know the products to stock most and those to clear the old stocks and bade bye to. Therefore, observation method provides an accurate data for salesmen that would otherwise not be assured if other methods like surveys were used.

In addition, observation method provides a way to evaluate variables that cannot be evaluated through other methods of data collection, or if done may be inaccurate or inconsistent. In other instances, observation method provides more straightforward result that would otherwise not be possible through other methods (Bryman, 2012). For instance, a researcher doing survey may find it appropriate to combine the survey method with observation method tom assess the impact of weather condition on the survey results. Furthermore, observation method reduces the amount of time that would be used during a study by simply collecting obvious data. In the study of the impacts of obesity and overweight in a community, a researcher may decide to observe pedestrians as a prescreening technique before embarking in more involving techniques like patient screening where technical skills may be required (Fletcher, 2013).

Observation method is also used in psychological studies like in the assessment of response latency. By using mechanical observation methods like computerized recording, a researcher can assess the amount it takes to make a decision. By comparing the results, the researcher can tell the relative closeness of two alternatives. It is widely accepted that the shorter the response latency, the further the relationship between the alternatives. The response latency is longer when an individual is expected to choose between two alternatives that are of seemingly equal magnitude.

Conclusion

There are various uses of the observation method in research. The researcher should, however, be conversant with the different types of the observation method so that they can choose the most suitable type for their research. One of the ways of making such a decision is to evaluate the study objectives so as to determine the applicability of the observation method in order to achieve the study objectives. In addition, the researcher should understand the possible shortcomings associated with this methodology and develop clear guidelines to help him overcome those challenges in the course of study.

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