Participant Observation Evaluation

A research method where the researcher takes on the role of a participant whilst observing other participants’ behavior around them

Reduced chance of demand characteristics because participants do not know they are being observed by the researcher who is part of their group

Unreliable findings because it is difficult to take notes during the observation, so data relies on memory

A research method where the researcher watches and records participants’ behavior without interfering in any way

High level of objectivity due to distance from the participants

Unreliable findings because it is difficult to take notes during the observation, so data relies on memory

Ainsworth’s Strange Situation (1969)

Less chance of observer bias

Difficulty in interpreting participant behaviors

Exploration of behavior to see what categories, codes or themes emerge

Qualitative data

Written or verbal material such as magazines, television programs, websites, advertisements etc.

'Artefacts' being analyzed already exist, reducing demand characteristics from participants and experimenter bias from the researcher in creating materials.

'Observer bias can affect validity of findings as different observers might interpret the meanings of the categories in the coding system differently.'

The authors of the artefacts are usually unknown and therefore cannot easily be questioned as to why or how the behavior was explored.

The top ten TV programs watched by 10-15-year-olds