the difference between case study and naturalistic observation

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Naturalistic Observation | Definition, Guide & Examples

Naturalistic Observation | Definition, Guide, & Examples

Published on February 10, 2022 by Pritha Bhandari . Revised on June 22, 2023.

Naturalistic observation is a qualitative research method where you record the behaviors of your research subjects in real world settings. You avoid interfering with or influencing any variables in a naturalistic observation.

You can think of naturalistic observation as “people watching” with a purpose.

What is naturalistic observation, types of naturalistic observation methods, how to collect data, data sampling, advantages of naturalistic observation, disadvantages of naturalistic observation, other interesting articles, frequently asked questions about naturalistic observation.

In naturalistic observations, you study your research subjects in their own environments to explore their behaviors without any outside influence or control. It’s a research method used in field studies.

Traditionally, naturalistic observation studies have been used by animal researchers, psychologists, ethnographers, and anthropologists. Naturalistic observations are helpful as a hypothesis -generating approach, because you gather rich information that can inspire further research.

Based on his naturalistic observations, he believed that these birds imprinted on the first potential parent in their surroundings, and they quickly learned to follow them and their actions.

Naturalistic observation is especially valuable for studying behaviors and actions that may not be replicable in controlled lab settings.

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the difference between case study and naturalistic observation

Naturalistic observations can be:

Covert or overt: You either hide or reveal your identity as an observer to the participants you observe.
Participant or non-participant: You participate in the activity or behavior yourself, or you observe from the sidelines.

There are four main ways of using naturalistic observations.

Importantly, all of these take place in naturalistic settings rather than experimental laboratory settings. While you may actively participate in some types of observations, you refrain from influencing others or interfering with the activities you are observing too much.

You can use a variety of data collection methods for naturalistic observations.

Audiovisual recordings

Nowadays, it’s common to collect observations through audio and video recordings so you can revisit them at a later stage or share them with other trained observers. It’s best to place these recording devices discreetly so your participants aren’t distracted by them. This can lead to a Hawthorne effect , where participants change their behavior once aware they’re being recorded.

However, make sure you receive informed consent (in a written format ) from each participant prior to recording them.

Note-taking

You can take notes while conducting naturalistic observations. Note down anything that seems relevant or important to you based on your research topic and interests in an unstructured way.

Tally counts

If you’re studying specific behaviors or events, it’s often helpful to make frequency counts of the number of times these occur during a certain time period. You can use a tally count to easily note down each instance that you observe in the moment.

There’s a lot of information you can collect when you conduct research in natural, uncontrolled environments. To simplify your data collection , you’ll often use data sampling.

Data sampling allows you to narrow down the focus of your data recording to specific times or events.

Time sampling

You record observations only at specific times. These time intervals can be randomly selected (e.g., at 8:03, 10:34, 12:51) or systematic (e.g., every 2 hours). You record whether your behaviors of interest occur during these time periods.

Event sampling

You record observations only when specific events occur. You may use a tally count to note the frequency of the event or take notes each time you see the event occurring.

Naturalistic observation is a valuable tool because of its flexibility, external validity, and suitability for research topics that can’t be studied in a lab.

Flexibility

Because naturalistic observation is a non-experimental method, you’re not bound to strict procedures. You can avoid using rigid protocols and also change your methods midway if you need to.

Ecological validity

Naturalistic observations are particularly high in ecological validity , because you use real life environments instead of lab settings. People don’t always act in the same ways in and outside the lab. Your participants behave in more authentic ways when they are unaware they’re being observed, mitigating the risk of a Hawthorne effect .

Naturalistic observations help you study topics that you can’t in the lab for ethical reasons. You can also use technology to record conversations, behaviors, or other noise, provided you have consent or it’s otherwise ethically permissible.

The downsides of naturalistic observation include its lack of scientific control, ethical considerations , and potential for bias from observers and subjects.

Lack of control

Since you perform research in natural environments, you can’t control the setting or any variables . Without this control, you won’t be able to draw conclusions about causal relationships . You also may not be able to replicate your findings in other contexts, with other people, or at other times.

Ethical considerations

Most people don’t want to be observed as they’re going about their day without their explicit consent or awareness. It’s important to always respect privacy and try to be unobtrusive. It’s also best to use naturalistic observations only in public situations where people expect they won’t be alone.

Observer bias

Because you indirectly collect data, there’s always a risk of observer bias in naturalistic observations. Your perceptions and interpretations of behavior may be influenced by your own experiences, and inaccurately represent the truth. This type of bias is particularly likely to occur in participant observation methods.

Subject bias

When you observe subjects in their natural environment, they may sometimes be aware they’re being observed. As a result, they may change their behaviors to act in more socially desirable ways to confirm your expectations, or the perception of high or low expectations may cause a Pygmalion effect .

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

Naturalistic observation is a qualitative research method where you record the behaviors of your research subjects in real world settings. You avoid interfering or influencing anything in a naturalistic observation.

Naturalistic observation is a valuable tool because of its flexibility, external validity , and suitability for topics that can’t be studied in a lab setting.

The downsides of naturalistic observation include its lack of scientific control , ethical considerations , and potential for bias from observers and subjects.

You can use several tactics to minimize observer bias .

Use masking (blinding) to hide the purpose of your study from all observers.
Triangulate your data with different data collection methods or sources.
Use multiple observers and ensure interrater reliability.
Train your observers to make sure data is consistently recorded between them.
Standardize your observation procedures to make sure they are structured and clear.

Social desirability bias is the tendency for interview participants to give responses that will be viewed favorably by the interviewer or other participants. It occurs in all types of interviews and surveys , but is most common in semi-structured interviews , unstructured interviews , and focus groups .

Social desirability bias can be mitigated by ensuring participants feel at ease and comfortable sharing their views. Make sure to pay attention to your own body language and any physical or verbal cues, such as nodding or widening your eyes.

This type of bias can also occur in observations if the participants know they’re being observed. They might alter their behavior accordingly.

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Naturalistic Observation: Definition, Examples, and Advantages

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Naturalistic observation is a psychological research method that involves observing and recording behavior in the natural environment. Unlike experiments, researchers do not manipulate variables. This research method is frequently used in psychology to help researchers investigate human behavior.

This article explores how naturalistic observation is used in psychology. It offers examples and the potential advantages and disadvantages of this type of research.

Table of Contents

What Is Naturalistic Observation?

In naturalistic observation, the researcher observes the participants’ behavior in their natural setting, taking notes on their behavior and interactions. The researcher may use various tools, such as video or audio recordings, to help capture the behavior accurately. The researcher may also use coding systems or other quantitative measures to systematically record observed behavior.

Naturalistic observation can be used to investigate a wide range of psychological phenomena, such as social interaction patterns, parental behavior, or animal behavior.

Types of Naturalistic Observation

Naturalistic observation can be:

Unstructured or Structured

The observer can either watch and record everything that happens, or they can have a checklist or form to guide their observations.

Participant or Non-Participant

The observer can be an active participant, or they can remain separate from the subject and view from the sidelines.

Overt or Covert

The observer can either openly watch and record the subjects’ behaviors, or they can keep their presence hidden from the individual or group.

The specific type of naturalistic observation that researchers use depends on the situation, what they are researching, and the resources available. No matter the type, the observation must occur in a natural setting rather than in an experimental lab.

How to Collect Data in Naturalistic Observation

There are a number of methods that researchers might utilize to record data about the behaviors and events they observe. Some of these include:

Note-taking : Research may opt to take notes about what they witness. This approach tends to be unstructured, allowing the observers to determine what they think is relevant and to include insights that may be helpful.
Tally counts : In other cases, research may take a more structured approach where they count the frequency of a behavior.
Audiovisual recordings : In other cases, research may want recordings of participant behavior. This not only allows researchers to refer to the recordings later, it can also be useful for sharing with others.

How Data Is Sampled in Naturalistic Observation

While naturalistic observation is not an experimental design, researchers still want to ensure that the data they collect represents what is happening in the group. To do this, researchers must collect a representative sample. When a sample is representative, it means that it accurately reflects what is happening in a given population.

To do this, researchers may utilize three primary sampling approaches:

Event Sampling

Event sampling involves the researcher creating a set of predefined categories and behaviors they will observe. This method is useful when the researcher wants to collect data on specific behaviors or events, allowing for more precise data collection.

Using this approach, the research would note every occurrence of a specific behavior.

Situation Sampling

Situation sampling involves observing participants in more than one situation. This approach can give researchers more insight and allow them to determine if certain behaviors only occur in specific contexts or settings.

Time Sampling

Time sampling is a type of systematic observation that involves the researcher observing and recording the subjects’ behavior at predetermined intervals. This method is useful when the researcher wants to collect data on the frequency and duration of specific behaviors.

Each method of data collection has its strengths and weaknesses, and the choice of method depends on the research question and the nature of the subjects being observed.

Examples of Naturalistic Observation

It can be helpful to look at a few different examples to learn more about how naturalistic observation can be used:

Researchers might observe children in a classroom to learn more about their social interaction patterns.
Naturalistic observation can also be used to study animal behavior in their natural habitat, such as observing chimpanzees in the wild to understand their social behavior.

Researchers use this research method in various fields, including animal researchers and anthropologists.

The work of zoologist Konrad Lorenz, for example, relied on the use of naturalistic observation. Lorenz observed the behavior of ducklings after they hatched and noted that they became attached to the first possible parent figure they saw, a phenomenon known as imprinting. Once imprinted on a parent figure, the duckling would follow and learn from their parent.

From his naturalistic observations, Lorenz hypothesized that there was a critical period immediately after hatching where ducklings needed to imprint on a parent. Based on his observations, Lorenz conducted further experiments that confirmed his hypothesis.

More Examples of Naturalistic Observation

Naturalistic observation is a research method commonly used in various areas of psychology.

Social Psychology

Naturalistic observation can provide valuable insights into people’s behavior in different social situations. By observing people’s behavior in a crowded public place like a shopping mall or train station, researchers can better understand how social norms are established and maintained and how people interact in various social groups.

Consumer Research

Consumer research is another area where naturalistic observation can be used effectively. By observing shoppers in a grocery store or shopping mall, researchers can study how people make purchasing decisions in real-life situations.

Researchers can gain valuable insights into consumer behavior by analyzing what catches their attention, how they interact with different products, and how they decide what to buy.

Developmental Psychology

Observing children playing in a playground or a classroom can help researchers understand how children develop and learn new skills in natural settings.

Researchers can gain insights into the developmental process by observing children as they interact with each other and learn social skills or as they learn new concepts and skills in a classroom.

Cognitive Psychology

Naturalistic observation can be used to study how people think and process information in real-life situations. For example, observing people using a computer program can help researchers understand how people navigate through it and solve problems.

Similarly, observing people in a conversation can provide insights into how they process and respond to information in real time.

Advantages of Naturalistic Observation

Naturalistic observation offers a number of benefits that can make it a good choice for research.

Ecological Validity

One of the strengths of naturalistic observation is its ability to capture behavior in a natural setting, providing a more accurate and comprehensive picture of how people or animals behave in their everyday environment.

It is often more realistic than lab research, so it can give insight into how people behave authentically in everyday settings and situations.

Inspiration for Additional Research

Naturalistic observation can also generate new hypotheses and insights that may not be captured in other research methods.

Research That Can’t Be Done in a Lab

Naturalistic observation allows the study of behaviors that cannot be replicated in a lab. Naturalistic observation is sometimes the only approach for studying behaviors that cannot be reproduced in a lab due to ethical reasons.

For example, researchers might use this approach to research prison behavior or the social impact of domestic violence on emotional health. Those are not situations they can manipulate in a lab, but they can observe the impact on people who have had those experiences.

Disadvantages of Naturalistic Observation

While naturalistic can be a valuable tool, it is not appropriate for every situation. Some potential downsides include:

Bias and Lack of Control

Naturalistic observation is limited by its lack of environmental control and the potential for observer bias. Researchers must be careful to minimize the influence of their presence on the behavior being observed and to use systematic and objective methods for recording and analyzing the data.

Inability to Infer Cause and Effect

Naturalistic observation is also limited by its inability to establish causality between variables.

Naturalistic Observation vs. Case Study

Naturalistic observation and case studies are both research methods used in psychology but differ in their approach and purpose. Naturalistic observation involves observing and recording the behavior of individuals or groups in their natural environment without any intervention or manipulation by the researcher.

On the other hand, a case study is an in-depth analysis of a single individual or a small group of individuals, often conducted through interviews, surveys, and other forms of data collection.

The key difference between naturalistic observation and a case study is that the former focuses more on observing and recording behaviors and interactions as they occur naturally, while the latter focuses on gathering detailed information about a specific individual or group.

Naturalistic observation is often used to study social interactions, group dynamics, and other natural behaviors in real-world settings. In contrast, case studies often explore complex psychological phenomena such as mental illness, personality disorders, or unusual behaviors.

Both naturalistic observation and case studies have their strengths and limitations. The choice of method depends on the research question, the level of detail needed, and the feasibility of conducting the study in a particular setting.

Naturalistic Observation Ideas

There are many potential ideas for studies that involve naturalistic observation. A few ideas include:

Observe the behavior of animals in their natural habitats, studying their patterns of movement, foraging, and communication
Observe human behavior in public spaces, such as parks or coffee shops, documenting patterns of social interaction and communication
Focus on the behavior of individuals within specific social groups or communities, studying their interactions and relationships over time
Watch the behavior of children in a classroom setting could provide insights into their learning and socialization processes

Frequently Asked Questions

Why do we use naturalistic observation.

Naturalistic observation is important because it allows researchers to better understand how individuals behave in their everyday lives. By observing behavior in a natural setting, researchers can obtain a more accurate representation of how people act and interact with each other in their normal environment.

This method is particularly useful when studying social behavior, as it allows researchers to capture the complexity and nuances of social interactions that might not be apparent in a laboratory setting.

Naturalistic observation can also offer valuable insights into the development of certain behaviors, such as those related to child development or the formation of social groups.

What is the most famous example of naturalistic observation?

The most famous example of naturalistic observation is probably Jane Goodall’s study of chimpanzees in the wild. Goodall spent years observing the behavior of chimpanzees in Tanzania, documenting their social interactions, tool use, and other aspects of their lives. Her work helped to revolutionize our understanding of these animals and their place in the natural world.

In conclusion, naturalistic observation is a powerful research method that can be used effectively in various areas within psychology. Researchers can gain valuable insights into human behavior and cognition by observing people’s behavior in natural settings.

Bornstein MH, Cheah CSL. Audiovisual records, encoding of . In: Encyclopedia of Social Measurement . Elsevier; 2005:103-110. doi:10.1016/B0-12-369398-5/00400-X

Erdley CA, Jankowski MS. Assessing youth . In: Social Skills Across the Life Span . Elsevier; 2020:69-90. doi:10.1016/B978-0-12-817752-5.00004-4

Helmchen H. Ethical issues in naturalistic versus controlled trials . Dialogues Clin Neurosci . 2011;13(2):173-182. doi:10.31887/DCNS.2011.13.2/hhelmchen

Mehl MR, Robbins ML, Deters FG. Naturalistic observation of health-relevant social processes: the electronically activated recorder methodology in psychosomatics . Psychosom Med . 2012;74(4):410-417. doi:10.1097/PSY.0b013e3182545470

Morrison C, Lee JP, Gruenewald PJ, Mair C. The reliability of naturalistic observations of social, physical and economic environments of bars . Addict Res Theory . 2016;24(4):330-340. doi:10.3109/16066359.2016.1145674

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What Is Naturalistic Observation?

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

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

Illustration by Brianna Gilmartin, Verywell

How Naturalistic Observation Works
Pros and Cons
Data Collection Methods

How Often Is Data Collected?

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

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

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

How Does Naturalistic Observation Work?

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

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

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

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

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

Naturalistic Observation Pros and Cons

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

More realistic

More affordable

Can detect patterns

Inability to manipulate or control variables

Cannot explain why behaviors happen

Risk of observer bias

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

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

Other advantages of naturalistic observation include:

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

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

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

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

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

Data Collection Methods

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

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

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

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

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

Examples of Naturalistic Observation

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

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

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

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

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

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

Angrosino MV. Naturalistic Observation . Left Coast Press.

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

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

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

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6.6: Observational Research

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Rajiv S. Jhangiani, I-Chant A. Chiang, Carrie Cuttler, & Dana C. Leighton

Rajiv S. Jhangiani, I-Chant A. Chiang, Carrie Cuttler, & Dana C. Leighton
Kwantlen Polytechnic U., Washington State U., & Texas A&M U.—Texarkana

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

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 are 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 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

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 or participant observation. Often the setting in which the observations are made is not the natural setting. Instead, 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 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:

“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) [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.

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 of 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 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.

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. ↵

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Non-Experimental Research

32 Observational Research

Learning objectives.

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

What Is Observational Research?

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.

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 are 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 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.

Structured Observation

Case Studies

The Case of “Anna O.”

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

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

Archival Research

Media Attributions

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

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

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

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

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

Refers to when a measure changes participants’ behavior.

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

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

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

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

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

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

An in-depth examination of an individual.

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

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

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Chapter 3. Psychological Science

3.2 Psychologists Use Descriptive, Correlational, and Experimental Research Designs to Understand Behaviour

Learning objectives.

Differentiate the goals of descriptive, correlational, and experimental research designs and explain the advantages and disadvantages of each.
Explain the goals of descriptive research and the statistical techniques used to interpret it.
Summarize the uses of correlational research and describe why correlational research cannot be used to infer causality.
Review the procedures of experimental research and explain how it can be used to draw causal inferences.

Psychologists agree that if their ideas and theories about human behaviour are to be taken seriously, they must be backed up by data. However, the research of different psychologists is designed with different goals in mind, and the different goals require different approaches. These varying approaches, summarized in Table 3.2, are known as research designs . A research design is the specific method a researcher uses to collect, analyze, and interpret data . Psychologists use three major types of research designs in their research, and each provides an essential avenue for scientific investigation. Descriptive research is research designed to provide a snapshot of the current state of affairs . Correlational research is research designed to discover relationships among variables and to allow the prediction of future events from present knowledge . Experimental research is research in which initial equivalence among research participants in more than one group is created, followed by a manipulation of a given experience for these groups and a measurement of the influence of the manipulation . Each of the three research designs varies according to its strengths and limitations, and it is important to understand how each differs.

Descriptive Research: Assessing the Current State of Affairs

Descriptive research is designed to create a snapshot of the current thoughts, feelings, or behaviour of individuals. This section reviews three types of descriptive research : case studies , surveys , and naturalistic observation (Figure 3.4).

Sometimes the data in a descriptive research project are based on only a small set of individuals, often only one person or a single small group. These research designs are known as case studies — descriptive records of one or more individual’s experiences and behaviour . Sometimes case studies involve ordinary individuals, as when developmental psychologist Jean Piaget used his observation of his own children to develop his stage theory of cognitive development. More frequently, case studies are conducted on individuals who have unusual or abnormal experiences or characteristics or who find themselves in particularly difficult or stressful situations. The assumption is that by carefully studying individuals who are socially marginal, who are experiencing unusual situations, or who are going through a difficult phase in their lives, we can learn something about human nature.

Sigmund Freud was a master of using the psychological difficulties of individuals to draw conclusions about basic psychological processes. Freud wrote case studies of some of his most interesting patients and used these careful examinations to develop his important theories of personality. One classic example is Freud’s description of “Little Hans,” a child whose fear of horses the psychoanalyst interpreted in terms of repressed sexual impulses and the Oedipus complex (Freud, 1909/1964).

Another well-known case study is Phineas Gage, a man whose thoughts and emotions were extensively studied by cognitive psychologists after a railroad spike was blasted through his skull in an accident. Although there are questions about the interpretation of this case study (Kotowicz, 2007), it did provide early evidence that the brain’s frontal lobe is involved in emotion and morality (Damasio et al., 2005). An interesting example of a case study in clinical psychology is described by Rokeach (1964), who investigated in detail the beliefs of and interactions among three patients with schizophrenia, all of whom were convinced they were Jesus Christ.

In other cases the data from descriptive research projects come in the form of a survey — a measure administered through either an interview or a written questionnaire to get a picture of the beliefs or behaviours of a sample of people of interest . The people chosen to participate in the research (known as the sample) are selected to be representative of all the people that the researcher wishes to know about (the population). In election polls, for instance, a sample is taken from the population of all “likely voters” in the upcoming elections.

The results of surveys may sometimes be rather mundane, such as “Nine out of 10 doctors prefer Tymenocin” or “The median income in the city of Hamilton is $46,712.” Yet other times (particularly in discussions of social behaviour), the results can be shocking: “More than 40,000 people are killed by gunfire in the United States every year” or “More than 60% of women between the ages of 50 and 60 suffer from depression.” Descriptive research is frequently used by psychologists to get an estimate of the prevalence (or incidence ) of psychological disorders.

A final type of descriptive research — known as naturalistic observation — is research based on the observation of everyday events . For instance, a developmental psychologist who watches children on a playground and describes what they say to each other while they play is conducting descriptive research, as is a biopsychologist who observes animals in their natural habitats. One example of observational research involves a systematic procedure known as the strange situation , used to get a picture of how adults and young children interact. The data that are collected in the strange situation are systematically coded in a coding sheet such as that shown in Table 3.3.

The results of descriptive research projects are analyzed using descriptive statistics — numbers that summarize the distribution of scores on a measured variable . Most variables have distributions similar to that shown in Figure 3.5 where most of the scores are located near the centre of the distribution, and the distribution is symmetrical and bell-shaped. A data distribution that is shaped like a bell is known as a normal distribution .

A distribution can be described in terms of its central tendency — that is, the point in the distribution around which the data are centred — and its dispersion, or spread . The arithmetic average, or arithmetic mean , symbolized by the letter M , is the most commonly used measure of central tendency . It is computed by calculating the sum of all the scores of the variable and dividing this sum by the number of participants in the distribution (denoted by the letter N ). In the data presented in Figure 3.5 the mean height of the students is 67.12 inches (170.5 cm). The sample mean is usually indicated by the letter M .

In some cases, however, the data distribution is not symmetrical. This occurs when there are one or more extreme scores (known as outliers ) at one end of the distribution. Consider, for instance, the variable of family income (see Figure 3.6), which includes an outlier (a value of $3,800,000). In this case the mean is not a good measure of central tendency. Although it appears from Figure 3.6 that the central tendency of the family income variable should be around $70,000, the mean family income is actually $223,960. The single very extreme income has a disproportionate impact on the mean, resulting in a value that does not well represent the central tendency.

The median is used as an alternative measure of central tendency when distributions are not symmetrical. The median is the score in the center of the distribution, meaning that 50% of the scores are greater than the median and 50% of the scores are less than the median . In our case, the median household income ($73,000) is a much better indication of central tendency than is the mean household income ($223,960).

A final measure of central tendency, known as the mode , represents the value that occurs most frequently in the distribution . You can see from Figure 3.6 that the mode for the family income variable is $93,000 (it occurs four times).

In addition to summarizing the central tendency of a distribution, descriptive statistics convey information about how the scores of the variable are spread around the central tendency. Dispersion refers to the extent to which the scores are all tightly clustered around the central tendency , as seen in Figure 3.7.

Or they may be more spread out away from it, as seen in Figure 3.8.

One simple measure of dispersion is to find the largest (the maximum ) and the smallest (the minimum ) observed values of the variable and to compute the range of the variable as the maximum observed score minus the minimum observed score. You can check that the range of the height variable in Figure 3.5 is 72 – 62 = 10. The standard deviation , symbolized as s , is the most commonly used measure of dispersion . Distributions with a larger standard deviation have more spread. The standard deviation of the height variable is s = 2.74, and the standard deviation of the family income variable is s = $745,337.

An advantage of descriptive research is that it attempts to capture the complexity of everyday behaviour. Case studies provide detailed information about a single person or a small group of people, surveys capture the thoughts or reported behaviours of a large population of people, and naturalistic observation objectively records the behaviour of people or animals as it occurs naturally. Thus descriptive research is used to provide a relatively complete understanding of what is currently happening.

Despite these advantages, descriptive research has a distinct disadvantage in that, although it allows us to get an idea of what is currently happening, it is usually limited to static pictures. Although descriptions of particular experiences may be interesting, they are not always transferable to other individuals in other situations, nor do they tell us exactly why specific behaviours or events occurred. For instance, descriptions of individuals who have suffered a stressful event, such as a war or an earthquake, can be used to understand the individuals’ reactions to the event but cannot tell us anything about the long-term effects of the stress. And because there is no comparison group that did not experience the stressful situation, we cannot know what these individuals would be like if they hadn’t had the stressful experience.

Correlational Research: Seeking Relationships among Variables

In contrast to descriptive research, which is designed primarily to provide static pictures, correlational research involves the measurement of two or more relevant variables and an assessment of the relationship between or among those variables. For instance, the variables of height and weight are systematically related (correlated) because taller people generally weigh more than shorter people. In the same way, study time and memory errors are also related, because the more time a person is given to study a list of words, the fewer errors he or she will make. When there are two variables in the research design, one of them is called the predictor variable and the other the outcome variable . The research design can be visualized as shown in Figure 3.9, where the curved arrow represents the expected correlation between these two variables.

One way of organizing the data from a correlational study with two variables is to graph the values of each of the measured variables using a scatter plot . As you can see in Figure 3.10 a scatter plot is a visual image of the relationship between two variables . A point is plotted for each individual at the intersection of his or her scores for the two variables. When the association between the variables on the scatter plot can be easily approximated with a straight line , as in parts (a) and (b) of Figure 3.10 the variables are said to have a linear relationship .

When the straight line indicates that individuals who have above-average values for one variable also tend to have above-average values for the other variable , as in part (a), the relationship is said to be positive linear . Examples of positive linear relationships include those between height and weight, between education and income, and between age and mathematical abilities in children. In each case, people who score higher on one of the variables also tend to score higher on the other variable. Negative linear relationships , in contrast, as shown in part (b), occur when above-average values for one variable tend to be associated with below-average values for the other variable. Examples of negative linear relationships include those between the age of a child and the number of diapers the child uses, and between practice on and errors made on a learning task. In these cases, people who score higher on one of the variables tend to score lower on the other variable.

Relationships between variables that cannot be described with a straight line are known as nonlinear relationships . Part (c) of Figure 3.10 shows a common pattern in which the distribution of the points is essentially random. In this case there is no relationship at all between the two variables, and they are said to be independent . Parts (d) and (e) of Figure 3.10 show patterns of association in which, although there is an association, the points are not well described by a single straight line. For instance, part (d) shows the type of relationship that frequently occurs between anxiety and performance. Increases in anxiety from low to moderate levels are associated with performance increases, whereas increases in anxiety from moderate to high levels are associated with decreases in performance. Relationships that change in direction and thus are not described by a single straight line are called curvilinear relationships .

The most common statistical measure of the strength of linear relationships among variables is the Pearson correlation coefficient , which is symbolized by the letter r . The value of the correlation coefficient ranges from r = –1.00 to r = +1.00. The direction of the linear relationship is indicated by the sign of the correlation coefficient. Positive values of r (such as r = .54 or r = .67) indicate that the relationship is positive linear (i.e., the pattern of the dots on the scatter plot runs from the lower left to the upper right), whereas negative values of r (such as r = –.30 or r = –.72) indicate negative linear relationships (i.e., the dots run from the upper left to the lower right). The strength of the linear relationship is indexed by the distance of the correlation coefficient from zero (its absolute value). For instance, r = –.54 is a stronger relationship than r = .30, and r = .72 is a stronger relationship than r = –.57. Because the Pearson correlation coefficient only measures linear relationships, variables that have curvilinear relationships are not well described by r , and the observed correlation will be close to zero.

It is also possible to study relationships among more than two measures at the same time. A research design in which more than one predictor variable is used to predict a single outcome variable is analyzed through multiple regression (Aiken & West, 1991). Multiple regression is a statistical technique, based on correlation coefficients among variables, that allows predicting a single outcome variable from more than one predictor variable . For instance, Figure 3.11 shows a multiple regression analysis in which three predictor variables (Salary, job satisfaction, and years employed) are used to predict a single outcome (job performance). The use of multiple regression analysis shows an important advantage of correlational research designs — they can be used to make predictions about a person’s likely score on an outcome variable (e.g., job performance) based on knowledge of other variables.

An important limitation of correlational research designs is that they cannot be used to draw conclusions about the causal relationships among the measured variables. Consider, for instance, a researcher who has hypothesized that viewing violent behaviour will cause increased aggressive play in children. He has collected, from a sample of Grade 4 children, a measure of how many violent television shows each child views during the week, as well as a measure of how aggressively each child plays on the school playground. From his collected data, the researcher discovers a positive correlation between the two measured variables.

Although this positive correlation appears to support the researcher’s hypothesis, it cannot be taken to indicate that viewing violent television causes aggressive behaviour. Although the researcher is tempted to assume that viewing violent television causes aggressive play, there are other possibilities. One alternative possibility is that the causal direction is exactly opposite from what has been hypothesized. Perhaps children who have behaved aggressively at school develop residual excitement that leads them to want to watch violent television shows at home (Figure 3.13):

Although this possibility may seem less likely, there is no way to rule out the possibility of such reverse causation on the basis of this observed correlation. It is also possible that both causal directions are operating and that the two variables cause each other (Figure 3.14).

Still another possible explanation for the observed correlation is that it has been produced by the presence of a common-causal variable (also known as a third variable ). A common-causal variable is a variable that is not part of the research hypothesis but that causes both the predictor and the outcome variable and thus produces the observed correlation between them . In our example, a potential common-causal variable is the discipline style of the children’s parents. Parents who use a harsh and punitive discipline style may produce children who like to watch violent television and who also behave aggressively in comparison to children whose parents use less harsh discipline (Figure 3.15)

In this case, television viewing and aggressive play would be positively correlated (as indicated by the curved arrow between them), even though neither one caused the other but they were both caused by the discipline style of the parents (the straight arrows). When the predictor and outcome variables are both caused by a common-causal variable, the observed relationship between them is said to be spurious . A spurious relationship is a relationship between two variables in which a common-causal variable produces and “explains away” the relationship . If effects of the common-causal variable were taken away, or controlled for, the relationship between the predictor and outcome variables would disappear. In the example, the relationship between aggression and television viewing might be spurious because by controlling for the effect of the parents’ disciplining style, the relationship between television viewing and aggressive behaviour might go away.

Common-causal variables in correlational research designs can be thought of as mystery variables because, as they have not been measured, their presence and identity are usually unknown to the researcher. Since it is not possible to measure every variable that could cause both the predictor and outcome variables, the existence of an unknown common-causal variable is always a possibility. For this reason, we are left with the basic limitation of correlational research: correlation does not demonstrate causation. It is important that when you read about correlational research projects, you keep in mind the possibility of spurious relationships, and be sure to interpret the findings appropriately. Although correlational research is sometimes reported as demonstrating causality without any mention being made of the possibility of reverse causation or common-causal variables, informed consumers of research, like you, are aware of these interpretational problems.

In sum, correlational research designs have both strengths and limitations. One strength is that they can be used when experimental research is not possible because the predictor variables cannot be manipulated. Correlational designs also have the advantage of allowing the researcher to study behaviour as it occurs in everyday life. And we can also use correlational designs to make predictions — for instance, to predict from the scores on their battery of tests the success of job trainees during a training session. But we cannot use such correlational information to determine whether the training caused better job performance. For that, researchers rely on experiments.

Experimental Research: Understanding the Causes of Behaviour

The goal of experimental research design is to provide more definitive conclusions about the causal relationships among the variables in the research hypothesis than is available from correlational designs. In an experimental research design, the variables of interest are called the independent variable (or variables ) and the dependent variable . The independent variable in an experiment is the causing variable that is created (manipulated) by the experimenter . The dependent variable in an experiment is a measured variable that is expected to be influenced by the experimental manipulation . The research hypothesis suggests that the manipulated independent variable or variables will cause changes in the measured dependent variables. We can diagram the research hypothesis by using an arrow that points in one direction. This demonstrates the expected direction of causality (Figure 3.16):

Research Focus: Video Games and Aggression

Consider an experiment conducted by Anderson and Dill (2000). The study was designed to test the hypothesis that viewing violent video games would increase aggressive behaviour. In this research, male and female undergraduates from Iowa State University were given a chance to play with either a violent video game (Wolfenstein 3D) or a nonviolent video game (Myst). During the experimental session, the participants played their assigned video games for 15 minutes. Then, after the play, each participant played a competitive game with an opponent in which the participant could deliver blasts of white noise through the earphones of the opponent. The operational definition of the dependent variable (aggressive behaviour) was the level and duration of noise delivered to the opponent. The design of the experiment is shown in Figure 3.17

Two advantages of the experimental research design are (a) the assurance that the independent variable (also known as the experimental manipulation ) occurs prior to the measured dependent variable, and (b) the creation of initial equivalence between the conditions of the experiment (in this case by using random assignment to conditions).

Experimental designs have two very nice features. For one, they guarantee that the independent variable occurs prior to the measurement of the dependent variable. This eliminates the possibility of reverse causation. Second, the influence of common-causal variables is controlled, and thus eliminated, by creating initial equivalence among the participants in each of the experimental conditions before the manipulation occurs.

The most common method of creating equivalence among the experimental conditions is through random assignment to conditions, a procedure in which the condition that each participant is assigned to is determined through a random process, such as drawing numbers out of an envelope or using a random number table . Anderson and Dill first randomly assigned about 100 participants to each of their two groups (Group A and Group B). Because they used random assignment to conditions, they could be confident that, before the experimental manipulation occurred, the students in Group A were, on average, equivalent to the students in Group B on every possible variable, including variables that are likely to be related to aggression, such as parental discipline style, peer relationships, hormone levels, diet — and in fact everything else.

Then, after they had created initial equivalence, Anderson and Dill created the experimental manipulation — they had the participants in Group A play the violent game and the participants in Group B play the nonviolent game. Then they compared the dependent variable (the white noise blasts) between the two groups, finding that the students who had viewed the violent video game gave significantly longer noise blasts than did the students who had played the nonviolent game.

Anderson and Dill had from the outset created initial equivalence between the groups. This initial equivalence allowed them to observe differences in the white noise levels between the two groups after the experimental manipulation, leading to the conclusion that it was the independent variable (and not some other variable) that caused these differences. The idea is that the only thing that was different between the students in the two groups was the video game they had played.

Despite the advantage of determining causation, experiments do have limitations. One is that they are often conducted in laboratory situations rather than in the everyday lives of people. Therefore, we do not know whether results that we find in a laboratory setting will necessarily hold up in everyday life. Second, and more important, is that some of the most interesting and key social variables cannot be experimentally manipulated. If we want to study the influence of the size of a mob on the destructiveness of its behaviour, or to compare the personality characteristics of people who join suicide cults with those of people who do not join such cults, these relationships must be assessed using correlational designs, because it is simply not possible to experimentally manipulate these variables.

Key Takeaways

Descriptive, correlational, and experimental research designs are used to collect and analyze data.
Descriptive designs include case studies, surveys, and naturalistic observation. The goal of these designs is to get a picture of the current thoughts, feelings, or behaviours in a given group of people. Descriptive research is summarized using descriptive statistics.
Correlational research designs measure two or more relevant variables and assess a relationship between or among them. The variables may be presented on a scatter plot to visually show the relationships. The Pearson Correlation Coefficient ( r ) is a measure of the strength of linear relationship between two variables.
Common-causal variables may cause both the predictor and outcome variable in a correlational design, producing a spurious relationship. The possibility of common-causal variables makes it impossible to draw causal conclusions from correlational research designs.
Experimental research involves the manipulation of an independent variable and the measurement of a dependent variable. Random assignment to conditions is normally used to create initial equivalence between the groups, allowing researchers to draw causal conclusions.

Exercises and Critical Thinking

There is a negative correlation between the row that a student sits in in a large class (when the rows are numbered from front to back) and his or her final grade in the class. Do you think this represents a causal relationship or a spurious relationship, and why?
Think of two variables (other than those mentioned in this book) that are likely to be correlated, but in which the correlation is probably spurious. What is the likely common-causal variable that is producing the relationship?
Imagine a researcher wants to test the hypothesis that participating in psychotherapy will cause a decrease in reported anxiety. Describe the type of research design the investigator might use to draw this conclusion. What would be the independent and dependent variables in the research?

Image Attributions

Figure 3.4: “ Reading newspaper ” by Alaskan Dude (http://commons.wikimedia.org/wiki/File:Reading_newspaper.jpg) is licensed under CC BY 2.0

Aiken, L., & West, S. (1991). Multiple regression: Testing and interpreting interactions . Newbury Park, CA: Sage.

Ainsworth, M. S., Blehar, M. C., Waters, E., & Wall, S. (1978). Patterns of attachment: A psychological study of the strange situation . Hillsdale, NJ: Lawrence Erlbaum Associates.

Anderson, C. A., & Dill, K. E. (2000). Video games and aggressive thoughts, feelings, and behavior in the laboratory and in life. Journal of Personality and Social Psychology, 78 (4), 772–790.

Damasio, H., Grabowski, T., Frank, R., Galaburda, A. M., Damasio, A. R., Cacioppo, J. T., & Berntson, G. G. (2005). The return of Phineas Gage: Clues about the brain from the skull of a famous patient. In Social neuroscience: Key readings. (pp. 21–28). New York, NY: Psychology Press.

Freud, S. (1909/1964). Analysis of phobia in a five-year-old boy. In E. A. Southwell & M. Merbaum (Eds.), Personality: Readings in theory and research (pp. 3–32). Belmont, CA: Wadsworth. (Original work published 1909).

Kotowicz, Z. (2007). The strange case of Phineas Gage. History of the Human Sciences, 20 (1), 115–131.

Rokeach, M. (1964). The three Christs of Ypsilanti: A psychological study . New York, NY: Knopf.

Stangor, C. (2011). Research methods for the behavioural sciences (4th ed.). Mountain View, CA: Cengage.

Long Descriptions

Figure 3.6 long description: There are 25 families. 24 families have an income between $44,000 and $111,000 and one family has an income of $3,800,000. The mean income is $223,960 while the median income is $73,000. [Return to Figure 3.6]

Figure 3.10 long description: Types of scatter plots.

Positive linear, r=positive .82. The plots on the graph form a rough line that runs from lower left to upper right.
Negative linear, r=negative .70. The plots on the graph form a rough line that runs from upper left to lower right.
Independent, r=0.00. The plots on the graph are spread out around the centre.
Curvilinear, r=0.00. The plots of the graph form a rough line that goes up and then down like a hill.
Curvilinear, r=0.00. The plots on the graph for a rough line that goes down and then up like a ditch.

[Return to Figure 3.10]

Introduction to Psychology - 1st Canadian Edition Copyright © 2014 by Jennifer Walinga and Charles Stangor is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Naturalistic Observation | Definition, Guide & Examples

Naturalistic Observation | Definition, Guide & Examples

Published on 6 May 2022 by Pritha Bhandari . Revised on 13 March 2023.

Naturalistic observation is a qualitative research method where you record the behaviours of your research subjects in real-world settings. You avoid interfering with or influencing any variables in a naturalistic observation.

You can think of naturalistic observation as ‘people watching’ with a purpose.

What is naturalistic observation, types of naturalistic observation methods, how to collect data, data sampling, advantages of naturalistic observation, disadvantages of naturalistic observation, frequently asked questions about naturalistic observation.

In naturalistic observations, you study your research subjects in their own environments to explore their behaviours without any outside influence or control. It’s a research method used in field studies.

Traditionally, naturalistic observation studies have been used by animal researchers, psychologists, ethnographers , and anthropologists. Naturalistic observations are helpful as a hypothesis -generating approach, because you gather rich information that can inspire further research.

Based on his naturalistic observations, he believed that these birds imprinted on the first potential parent in their surroundings, and they quickly learned to follow them and their actions.

Naturalistic observation is especially valuable for studying behaviours and actions that may not be replicable in controlled lab settings.

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Naturalistic observations can be:

Covert or overt: You either hide or reveal your identity as an observer to the participants you observe.
Participant or non-participant: You participate in the activity or behaviour yourself, or you observe from the sidelines.

There are four main ways of using naturalistic observations.

You can use a variety of data collection methods for naturalistic observations.

Audiovisual recordings

However, make sure you receive informed consent in a written format from each participant prior to recording them.

Note-taking

You can take notes while conducting naturalistic observations. Note down anything that seems relevant or important to you based on your research topic and interests in an unstructured way.

Tally counts

If you’re studying specific behaviours or events, it’s often helpful to make frequency counts of the number of times these occur during a certain time period. You can use a tally count to easily note down each instance that you observe in the moment.

There’s a lot of information you can collect when you conduct research in natural, uncontrolled environments. To simplify your data collection, you’ll often use data sampling.

Data sampling allows you to narrow down the focus of your data recording to specific times or events.

Time sampling

Event sampling

You record observations only when specific events occur. You may use a tally count to note the frequency of the event or take notes each time you see the event occurring.

Naturalistic observation is a valuable tool because of its flexibility, external validity, and suitability for research topics that can’t be studied in a lab.

Flexibility

Because naturalistic observation is a non-experimental method, you’re not bound to strict procedures. You can avoid using rigid protocols and also change your methods midway if you need to.

Ecological validity

Naturalistic observations are particularly high in ecological validity, because you use real life environments instead of lab settings. People don’t always act in the same ways in and outside the lab. Your participants behave in more authentic ways when they are unaware they’re being observed.

Naturalistic observations help you study topics that you can’t in the lab for ethical reasons. You can also use technology to record conversations, behaviours, or other noise, provided you have consent or it’s otherwise ethically permissible .

The downsides of naturalistic observation include its lack of scientific control, ethical considerations, and potential for research bias from observers and subjects.

Lack of control

Ethical considerations

Observer bias

Because you indirectly collect data , there’s always a risk of observer bias in naturalistic observations. Your perceptions and interpretations of behaviour may be influenced by your own experiences and inaccurately represent the truth. This type of bias is particularly likely to occur in participant observation methods.

Subject bias

When you observe subjects in their natural environment, they may sometimes be aware they’re being observed. As a result, they may change their behaviours to act in more socially desirable ways to confirm your expectations.

Naturalistic observation is a qualitative research method where you record the behaviours of your research subjects in real-world settings. You avoid interfering or influencing anything in a naturalistic observation.

Naturalistic observation is a valuable tool because of its flexibility, external validity , and suitability for topics that can’t be studied in a lab setting.

The downsides of naturalistic observation include its lack of scientific control , ethical considerations , and potential for bias from observers and subjects.

Social desirability bias is the tendency for interview participants to give responses that will be viewed favourably by the interviewer or other participants. It occurs in all types of interviews and surveys , but is most common in semi-structured interviews , unstructured interviews , and focus groups .

This type of bias in research can also occur in observations if the participants know they’re being observed. They might alter their behaviour accordingly.

You can use several tactics to minimise observer bias .

Use masking (blinding) to hide the purpose of your study from all observers.
Triangulate your data with different data collection methods or sources.
Use multiple observers and ensure inter-rater reliability.
Train your observers to make sure data is consistently recorded between them.
Standardise your observation procedures to make sure they are structured and clear.

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9 Approaches to Research

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Learning Objectives

By the end of this section, you will be able to:

Describe the different research methods used by psychologists
Discuss the strengths and weaknesses of case studies, naturalistic observation, surveys, and archival research
Compare longitudinal and cross-sectional approaches to research

There are many research methods available to psychologists in their efforts to understand, describe, and explain behavior and the cognitive and biological processes that underlie it. Some methods rely on observational techniques. Other approaches involve interactions between the researcher and the individuals who are being studied—ranging from a series of simple questions to extensive, in-depth interviews—to well-controlled experiments.

Each of these research methods has unique strengths and weaknesses, and each method may only be appropriate for certain types of research questions. For example, studies that rely primarily on observation produce incredible amounts of information, but the ability to apply this information to the larger population is somewhat limited because of small sample sizes. Survey research, on the other hand, allows researchers to easily collect data from relatively large samples. While this allows for results to be generalized to the larger population more easily, the information that can be collected on any given survey is somewhat limited and subject to problems associated with any type of self-reported data. Some researchers conduct archival research by using existing records. While this can be a fairly inexpensive way to collect data that can provide insight into a number of research questions, researchers using this approach have no control on how or what kind of data was collected. All of the methods described thus far are correlational in nature. This means that researchers can speak to important relationships that might exist between two or more variables of interest. However, correlational data cannot be used to make claims about cause-and-effect relationships.

Correlational research can find a relationship between two variables, but the only way a researcher can claim that the relationship between the variables is cause and effect is to perform an experiment. In experimental research, which will be discussed later in this chapter, there is a tremendous amount of control over variables of interest. While this is a powerful approach, experiments are often conducted in very artificial settings. This calls into question the validity of experimental findings with regard to how they would apply in real-world settings. In addition, many of the questions that psychologists would like to answer cannot be pursued through experimental research because of ethical concerns.

CLINICAL OR CASE STUDIES

In 2011, the New York Times published a feature story on Krista and Tatiana Hogan, Canadian twin girls. These particular twins are unique because Krista and Tatiana are conjoined twins, connected at the head. There is evidence that the two girls are connected in a part of the brain called the thalamus, which is a major sensory relay center. Most incoming sensory information is sent through the thalamus before reaching higher regions of the cerebral cortex for processing.

To learn more about Krista and Tatiana, watch this New York Times video about their lives.

The implications of this potential connection mean that it might be possible for one twin to experience the sensations of the other twin. For instance, if Krista is watching a particularly funny television program, Tatiana might smile or laugh even if she is not watching the program. This particular possibility has piqued the interest of many neuroscientists who seek to understand how the brain uses sensory information.

These twins represent an enormous resource in the study of the brain, and since their condition is very rare, it is likely that as long as their family agrees, scientists will follow these girls very closely throughout their lives to gain as much information as possible (Dominus, 2011).

In observational research, scientists are conducting a clinical or case study when they focus on one person or just a few individuals. Indeed, some scientists spend their entire careers studying just 10–20 individuals. Why would they do this? Obviously, when they focus their attention on a very small number of people, they can gain a tremendous amount of insight into those cases. The richness of information that is collected in clinical or case studies is unmatched by any other single research method. This allows the researcher to have a very deep understanding of the individuals and the particular phenomenon being studied.

If clinical or case studies provide so much information, why are they not more frequent among researchers? As it turns out, the major benefit of this particular approach is also a weakness. As mentioned earlier, this approach is often used when studying individuals who are interesting to researchers because they have a rare characteristic. Therefore, the individuals who serve as the focus of case studies are not like most other people. If scientists ultimately want to explain all behavior, focusing attention on such a special group of people can make it difficult to generalize any observations to the larger population as a whole. Generalizing refers to the ability to apply the findings of a particular research project to larger segments of society. Again, case studies provide enormous amounts of information, but since the cases are so specific, the potential to apply what’s learned to the average person may be very limited.

NATURALISTIC OBSERVATION

If you want to understand how behavior occurs, one of the best ways to gain information is to simply observe the behavior in its natural context. However, people might change their behavior in unexpected ways if they know they are being observed. How do researchers obtain accurate information when people tend to hide their natural behavior? As an example, imagine that your professor asks everyone in your class to raise their hand if they always wash their hands after using the restroom. Chances are that almost everyone in the classroom will raise their hand, but do you think hand washing after every trip to the restroom is really that universal?

This is very similar to the phenomenon mentioned earlier in this chapter: many individuals do not feel comfortable answering a question honestly. But if we are committed to finding out the facts about hand washing, we have other options available to us.

Suppose we send a classmate into the restroom to actually watch whether everyone washes their hands after using the restroom. Will our observer blend into the restroom environment by wearing a white lab coat, sitting with a clipboard, and staring at the sinks? We want our researcher to be inconspicuous—perhaps standing at one of the sinks pretending to put in contact lenses while secretly recording the relevant information. This type of observational study is called naturalistic observation : observing behavior in its natural setting. To better understand peer exclusion, Suzanne Fanger collaborated with colleagues at the University of Texas to observe the behavior of preschool children on a playground. How did the observers remain inconspicuous over the duration of the study? They equipped a few of the children with wireless microphones (which the children quickly forgot about) and observed while taking notes from a distance. Also, the children in that particular preschool (a “laboratory preschool”) were accustomed to having observers on the playground (Fanger, Frankel, & Hazen, 2012).

It is critical that the observer be as unobtrusive and as inconspicuous as possible: when people know they are being watched, they are less likely to behave naturally. If you have any doubt about this, ask yourself how your driving behavior might differ in two situations: In the first situation, you are driving down a deserted highway during the middle of the day; in the second situation, you are being followed by a police car down the same deserted highway ( [link] ).

A photograph shows two police cars driving, one with its lights flashing.

It should be pointed out that naturalistic observation is not limited to research involving humans. Indeed, some of the best-known examples of naturalistic observation involve researchers going into the field to observe various kinds of animals in their own environments. As with human studies, the researchers maintain their distance and avoid interfering with the animal subjects so as not to influence their natural behaviors. Scientists have used this technique to study social hierarchies and interactions among animals ranging from ground squirrels to gorillas. The information provided by these studies is invaluable in understanding how those animals organize socially and communicate with one another. The anthropologist Jane Goodall , for example, spent nearly five decades observing the behavior of chimpanzees in Africa ( [link] ). As an illustration of the types of concerns that a researcher might encounter in naturalistic observation, some scientists criticized Goodall for giving the chimps names instead of referring to them by numbers—using names was thought to undermine the emotional detachment required for the objectivity of the study (McKie, 2010).

(a) A photograph shows Jane Goodall speaking from a lectern. (b) A photograph shows a chimpanzee’s face.

The greatest benefit of naturalistic observation is the validity , or accuracy, of information collected unobtrusively in a natural setting. Having individuals behave as they normally would in a given situation means that we have a higher degree of ecological validity, or realism, than we might achieve with other research approaches. Therefore, our ability to generalize the findings of the research to real-world situations is enhanced. If done correctly, we need not worry about people or animals modifying their behavior simply because they are being observed. Sometimes, people may assume that reality programs give us a glimpse into authentic human behavior. However, the principle of inconspicuous observation is violated as reality stars are followed by camera crews and are interviewed on camera for personal confessionals. Given that environment, we must doubt how natural and realistic their behaviors are.

The major downside of naturalistic observation is that they are often difficult to set up and control. In our restroom study, what if you stood in the restroom all day prepared to record people’s hand washing behavior and no one came in? Or, what if you have been closely observing a troop of gorillas for weeks only to find that they migrated to a new place while you were sleeping in your tent? The benefit of realistic data comes at a cost. As a researcher you have no control of when (or if) you have behavior to observe. In addition, this type of observational research often requires significant investments of time, money, and a good dose of luck.

Sometimes studies involve structured observation. In these cases, people are observed while engaging in set, specific tasks. An excellent example of structured observation comes from Strange Situation by Mary Ainsworth (you will read more about this in the chapter on lifespan development). The Strange Situation is a procedure used to evaluate attachment styles that exist between an infant and caregiver. In this scenario, caregivers bring their infants into a room filled with toys. The Strange Situation involves a number of phases, including a stranger coming into the room, the caregiver leaving the room, and the caregiver’s return to the room. The infant’s behavior is closely monitored at each phase, but it is the behavior of the infant upon being reunited with the caregiver that is most telling in terms of characterizing the infant’s attachment style with the caregiver.

Another potential problem in observational research is observer bias . Generally, people who act as observers are closely involved in the research project and may unconsciously skew their observations to fit their research goals or expectations. To protect against this type of bias, researchers should have clear criteria established for the types of behaviors recorded and how those behaviors should be classified. In addition, researchers often compare observations of the same event by multiple observers, in order to test inter-rater reliability : a measure of reliability that assesses the consistency of observations by different observers.

Often, psychologists develop surveys as a means of gathering data. Surveys are lists of questions to be answered by research participants, and can be delivered as paper-and-pencil questionnaires, administered electronically, or conducted verbally ( [link] ). Generally, the survey itself can be completed in a short time, and the ease of administering a survey makes it easy to collect data from a large number of people.

A sample online survey reads, “Dear visitor, your opinion is important to us. We would like to invite you to participate in a short survey to gather your opinions and feedback on your news consumption habits. The survey will take approximately 10-15 minutes. Simply click the “Yes” button below to launch the survey. Would you like to participate?” Two buttons are labeled “yes” and “no.”

There is both strength and weakness of the survey in comparison to case studies. By using surveys, we can collect information from a larger sample of people. A larger sample is better able to reflect the actual diversity of the population, thus allowing better generalizability. Therefore, if our sample is sufficiently large and diverse, we can assume that the data we collect from the survey can be generalized to the larger population with more certainty than the information collected through a case study. However, given the greater number of people involved, we are not able to collect the same depth of information on each person that would be collected in a case study.

Another potential weakness of surveys is something we touched on earlier in this chapter: People don’t always give accurate responses. They may lie, misremember, or answer questions in a way that they think makes them look good. For example, people may report drinking less alcohol than is actually the case.

Any number of research questions can be answered through the use of surveys. One real-world example is the research conducted by Jenkins, Ruppel, Kizer, Yehl, and Griffin (2012) about the backlash against the US Arab-American community following the terrorist attacks of September 11, 2001. Jenkins and colleagues wanted to determine to what extent these negative attitudes toward Arab-Americans still existed nearly a decade after the attacks occurred. In one study, 140 research participants filled out a survey with 10 questions, including questions asking directly about the participant’s overt prejudicial attitudes toward people of various ethnicities. The survey also asked indirect questions about how likely the participant would be to interact with a person of a given ethnicity in a variety of settings (such as, “How likely do you think it is that you would introduce yourself to a person of Arab-American descent?”). The results of the research suggested that participants were unwilling to report prejudicial attitudes toward any ethnic group. However, there were significant differences between their pattern of responses to questions about social interaction with Arab-Americans compared to other ethnic groups: they indicated less willingness for social interaction with Arab-Americans compared to the other ethnic groups. This suggested that the participants harbored subtle forms of prejudice against Arab-Americans, despite their assertions that this was not the case (Jenkins et al., 2012).

ARCHIVAL RESEARCH

Some researchers gain access to large amounts of data without interacting with a single research participant. Instead, they use existing records to answer various research questions. This type of research approach is known as archival research . Archival research relies on looking at past records or data sets to look for interesting patterns or relationships.

For example, a researcher might access the academic records of all individuals who enrolled in college within the past ten years and calculate how long it took them to complete their degrees, as well as course loads, grades, and extracurricular involvement. Archival research could provide important information about who is most likely to complete their education, and it could help identify important risk factors for struggling students ( [link] ).

(a) A photograph shows stacks of paper files on shelves. (b) A photograph shows a computer.

In comparing archival research to other research methods, there are several important distinctions. For one, the researcher employing archival research never directly interacts with research participants. Therefore, the investment of time and money to collect data is considerably less with archival research. Additionally, researchers have no control over what information was originally collected. Therefore, research questions have to be tailored so they can be answered within the structure of the existing data sets. There is also no guarantee of consistency between the records from one source to another, which might make comparing and contrasting different data sets problematic.

LONGITUDINAL AND CROSS-SECTIONAL RESEARCH

Sometimes we want to see how people change over time, as in studies of human development and lifespan. When we test the same group of individuals repeatedly over an extended period of time, we are conducting longitudinal research. Longitudinal research is a research design in which data-gathering is administered repeatedly over an extended period of time. For example, we may survey a group of individuals about their dietary habits at age 20, retest them a decade later at age 30, and then again at age 40.

Another approach is cross-sectional research. In cross-sectional research , a researcher compares multiple segments of the population at the same time. Using the dietary habits example above, the researcher might directly compare different groups of people by age. Instead a group of people for 20 years to see how their dietary habits changed from decade to decade, the researcher would study a group of 20-year-old individuals and compare them to a group of 30-year-old individuals and a group of 40-year-old individuals. While cross-sectional research requires a shorter-term investment, it is also limited by differences that exist between the different generations (or cohorts) that have nothing to do with age per se, but rather reflect the social and cultural experiences of different generations of individuals make them different from one another.

To illustrate this concept, consider the following survey findings. In recent years there has been significant growth in the popular support of same-sex marriage. Many studies on this topic break down survey participants into different age groups. In general, younger people are more supportive of same-sex marriage than are those who are older (Jones, 2013). Does this mean that as we age we become less open to the idea of same-sex marriage, or does this mean that older individuals have different perspectives because of the social climates in which they grew up? Longitudinal research is a powerful approach because the same individuals are involved in the research project over time, which means that the researchers need to be less concerned with differences among cohorts affecting the results of their study.

Often longitudinal studies are employed when researching various diseases in an effort to understand particular risk factors. Such studies often involve tens of thousands of individuals who are followed for several decades. Given the enormous number of people involved in these studies, researchers can feel confident that their findings can be generalized to the larger population. The Cancer Prevention Study-3 (CPS-3) is one of a series of longitudinal studies sponsored by the American Cancer Society aimed at determining predictive risk factors associated with cancer. When participants enter the study, they complete a survey about their lives and family histories, providing information on factors that might cause or prevent the development of cancer. Then every few years the participants receive additional surveys to complete. In the end, hundreds of thousands of participants will be tracked over 20 years to determine which of them develop cancer and which do not.

Clearly, this type of research is important and potentially very informative. For instance, earlier longitudinal studies sponsored by the American Cancer Society provided some of the first scientific demonstrations of the now well-established links between increased rates of cancer and smoking (American Cancer Society, n.d.) ( [link] ).

A photograph shows pack of cigarettes and cigarettes in an ashtray. The pack of cigarettes reads, “Surgeon general’s warning: smoking causes lung cancer, heart disease, emphysema, and may complicate pregnancy.”

As with any research strategy, longitudinal research is not without limitations. For one, these studies require an incredible time investment by the researcher and research participants. Given that some longitudinal studies take years, if not decades, to complete, the results will not be known for a considerable period of time. In addition to the time demands, these studies also require a substantial financial investment. Many researchers are unable to commit the resources necessary to see a longitudinal project through to the end.

Research participants must also be willing to continue their participation for an extended period of time, and this can be problematic. People move, get married and take new names, get ill, and eventually die. Even without significant life changes, some people may simply choose to discontinue their participation in the project. As a result, the attrition rates, or reduction in the number of research participants due to dropouts, in longitudinal studies are quite high and increases over the course of a project. For this reason, researchers using this approach typically recruit many participants fully expecting that a substantial number will drop out before the end. As the study progresses, they continually check whether the sample still represents the larger population, and make adjustments as necessary.

The clinical or case study involves studying just a few individuals for an extended period of time. While this approach provides an incredible depth of information, the ability to generalize these observations to the larger population is problematic. Naturalistic observation involves observing behavior in a natural setting and allows for the collection of valid, true-to-life information from realistic situations. However, naturalistic observation does not allow for much control and often requires quite a bit of time and money to perform. Researchers strive to ensure that their tools for collecting data are both reliable (consistent and replicable) and valid (accurate).

Surveys can be administered in a number of ways and make it possible to collect large amounts of data quickly. However, the depth of information that can be collected through surveys is somewhat limited compared to a clinical or case study.

Archival research involves studying existing data sets to answer research questions.

Longitudinal research has been incredibly helpful to researchers who need to collect data on how people change over time. Cross-sectional research compares multiple segments of a population at a single time.

Review Questions

Sigmund Freud developed his theory of human personality by conducting in-depth interviews over an extended period of time with a few clients. This type of research approach is known as a(n): ________.

archival research
naturalistic observation

________ involves observing behavior in individuals in their natural environments.

The major limitation of case studies is ________.

the superficial nature of the information collected in this approach
the lack of control that the researcher has in this approach
the inability to generalize the findings from this approach to the larger population
the absence of inter-rater reliability

The benefit of naturalistic observation studies is ________.

the honesty of the data that is collected in a realistic setting
how quick and easy these studies are to perform
the researcher’s capacity to make sure that data is collected as efficiently as possible
the ability to determine cause and effect in this particular approach

Using existing records to try to answer a research question is known as ________.

survey research
longitudinal research

________ involves following a group of research participants for an extended period of time.

cross-sectional research

A(n) ________ is a list of questions developed by a researcher that can be administered in paper form.

Longitudinal research is complicated by high rates of ________.

observation
generalization

Critical Thinking Questions

In this section, conjoined twins, Krista and Tatiana, were described as being potential participants in a case study. In what other circumstances would you think that this particular research approach would be especially helpful and why?

Case studies might prove especially helpful using individuals who have rare conditions. For instance, if one wanted to study multiple personality disorder then the case study approach with individuals diagnosed with multiple personality disorder would be helpful.

Presumably, reality television programs aim to provide a realistic portrayal of the behavior displayed by the characters featured in such programs. This section pointed out why this is not really the case. What changes could be made in the way that these programs are produced that would result in more honest portrayals of realistic behavior?

The behavior displayed on these programs would be more realistic if the cameras were mounted in hidden locations, or if the people who appear on these programs did not know when they were being recorded.

Which of the research methods discussed in this section would be best suited to research the effectiveness of the D.A.R.E. program in preventing the use of alcohol and other drugs? Why?

Longitudinal research would be an excellent approach in studying the effectiveness of this program because it would follow students as they aged to determine if their choices regarding alcohol and drugs were affected by their participation in the program.

Aside from biomedical research, what other areas of research could greatly benefit by both longitudinal and archival research?

Answers will vary. Possibilities include research on hiring practices based on human resource records, and research that follows former prisoners to determine if the time that they were incarcerated provided any sort of positive influence on their likelihood of engaging in criminal behavior in the future.

Personal Application Questions

A friend of yours is working part-time in a local pet store. Your friend has become increasingly interested in how dogs normally communicate and interact with each other, and is thinking of visiting a local veterinary clinic to see how dogs interact in the waiting room. After reading this section, do you think this is the best way to better understand such interactions? Do you have any suggestions that might result in more valid data?

As a college student, you are no doubt concerned about the grades that you earn while completing your coursework. If you wanted to know how overall GPA is related to success in life after college, how would you choose to approach this question and what kind of resources would you need to conduct this research?

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Research Methods In Psychology

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

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

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

Learn about our Editorial Process

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

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

Research methods in psychology are systematic procedures used to observe, describe, predict, and explain behavior and mental processes. They include experiments, surveys, case studies, and naturalistic observations, ensuring data collection is objective and reliable to understand and explain psychological phenomena.

Hypotheses are statements about the prediction of the results, that can be verified or disproved by some investigation.

There are four types of hypotheses :

Null Hypotheses (H0 ) – these predict that no difference will be found in the results between the conditions. Typically these are written ‘There will be no difference…’
Alternative Hypotheses (Ha or H1) – these predict that there will be a significant difference in the results between the two conditions. This is also known as the experimental hypothesis.
One-tailed (directional) hypotheses – these state the specific direction the researcher expects the results to move in, e.g. higher, lower, more, less. In a correlation study, the predicted direction of the correlation can be either positive or negative.
Two-tailed (non-directional) hypotheses – these state that a difference will be found between the conditions of the independent variable but does not state the direction of a difference or relationship. Typically these are always written ‘There will be a difference ….’

All research has an alternative hypothesis (either a one-tailed or two-tailed) and a corresponding null hypothesis.

Once the research is conducted and results are found, psychologists must accept one hypothesis and reject the other.

So, if a difference is found, the Psychologist would accept the alternative hypothesis and reject the null. The opposite applies if no difference is found.

Sampling techniques

Sampling is the process of selecting a representative group from the population under study.

A sample is the participants you select from a target population (the group you are interested in) to make generalizations about.

Representative means the extent to which a sample mirrors a researcher’s target population and reflects its characteristics.

Generalisability means the extent to which their findings can be applied to the larger population of which their sample was a part.

Volunteer sample : where participants pick themselves through newspaper adverts, noticeboards or online.
Opportunity sampling : also known as convenience sampling , uses people who are available at the time the study is carried out and willing to take part. It is based on convenience.
Random sampling : when every person in the target population has an equal chance of being selected. An example of random sampling would be picking names out of a hat.
Systematic sampling : when a system is used to select participants. Picking every Nth person from all possible participants. N = the number of people in the research population / the number of people needed for the sample.
Stratified sampling : when you identify the subgroups and select participants in proportion to their occurrences.
Snowball sampling : when researchers find a few participants, and then ask them to find participants themselves and so on.
Quota sampling : when researchers will be told to ensure the sample fits certain quotas, for example they might be told to find 90 participants, with 30 of them being unemployed.

Experiments always have an independent and dependent variable .

The independent variable is the one the experimenter manipulates (the thing that changes between the conditions the participants are placed into). It is assumed to have a direct effect on the dependent variable.
The dependent variable is the thing being measured, or the results of the experiment.

Operationalization of variables means making them measurable/quantifiable. We must use operationalization to ensure that variables are in a form that can be easily tested.

For instance, we can’t really measure ‘happiness’, but we can measure how many times a person smiles within a two-hour period.

By operationalizing variables, we make it easy for someone else to replicate our research. Remember, this is important because we can check if our findings are reliable.

Extraneous variables are all variables which are not independent variable but could affect the results of the experiment.

It can be a natural characteristic of the participant, such as intelligence levels, gender, or age for example, or it could be a situational feature of the environment such as lighting or noise.

Demand characteristics are a type of extraneous variable that occurs if the participants work out the aims of the research study, they may begin to behave in a certain way.

For example, in Milgram’s research , critics argued that participants worked out that the shocks were not real and they administered them as they thought this was what was required of them.

Extraneous variables must be controlled so that they do not affect (confound) the results.

Randomly allocating participants to their conditions or using a matched pairs experimental design can help to reduce participant variables.

Situational variables are controlled by using standardized procedures, ensuring every participant in a given condition is treated in the same way

Experimental Design

Experimental design refers to how participants are allocated to each condition of the independent variable, such as a control or experimental group.

Independent design ( between-groups design ): each participant is selected for only one group. With the independent design, the most common way of deciding which participants go into which group is by means of randomization.
Matched participants design : each participant is selected for only one group, but the participants in the two groups are matched for some relevant factor or factors (e.g. ability; sex; age).
Repeated measures design ( within groups) : each participant appears in both groups, so that there are exactly the same participants in each group.
The main problem with the repeated measures design is that there may well be order effects. Their experiences during the experiment may change the participants in various ways.
They may perform better when they appear in the second group because they have gained useful information about the experiment or about the task. On the other hand, they may perform less well on the second occasion because of tiredness or boredom.
Counterbalancing is the best way of preventing order effects from disrupting the findings of an experiment, and involves ensuring that each condition is equally likely to be used first and second by the participants.

If we wish to compare two groups with respect to a given independent variable, it is essential to make sure that the two groups do not differ in any other important way.

Experimental Methods

All experimental methods involve an iv (independent variable) and dv (dependent variable)..

Field experiments are conducted in the everyday (natural) environment of the participants. The experimenter still manipulates the IV, but in a real-life setting. It may be possible to control extraneous variables, though such control is more difficult than in a lab experiment.
Natural experiments are when a naturally occurring IV is investigated that isn’t deliberately manipulated, it exists anyway. Participants are not randomly allocated, and the natural event may only occur rarely.

Case studies are in-depth investigations of a person, group, event, or community. It uses information from a range of sources, such as from the person concerned and also from their family and friends.

Many techniques may be used such as interviews, psychological tests, observations and experiments. Case studies are generally longitudinal: in other words, they follow the individual or group over an extended period of time.

Case studies are widely used in psychology and among the best-known ones carried out were by Sigmund Freud . He conducted very detailed investigations into the private lives of his patients in an attempt to both understand and help them overcome their illnesses.

Case studies provide rich qualitative data and have high levels of ecological validity. However, it is difficult to generalize from individual cases as each one has unique characteristics.

Correlational Studies

Correlation means association; it is a measure of the extent to which two variables are related. One of the variables can be regarded as the predictor variable with the other one as the outcome variable.

Correlational studies typically involve obtaining two different measures from a group of participants, and then assessing the degree of association between the measures.

The predictor variable can be seen as occurring before the outcome variable in some sense. It is called the predictor variable, because it forms the basis for predicting the value of the outcome variable.

Relationships between variables can be displayed on a graph or as a numerical score called a correlation coefficient.

types of correlation. Scatter plot. Positive negative and no correlation

If an increase in one variable tends to be associated with an increase in the other, then this is known as a positive correlation .
If an increase in one variable tends to be associated with a decrease in the other, then this is known as a negative correlation .
A zero correlation occurs when there is no relationship between variables.

After looking at the scattergraph, if we want to be sure that a significant relationship does exist between the two variables, a statistical test of correlation can be conducted, such as Spearman’s rho.

The test will give us a score, called a correlation coefficient . This is a value between 0 and 1, and the closer to 1 the score is, the stronger the relationship between the variables. This value can be both positive e.g. 0.63, or negative -0.63.

Types of correlation. Strong, weak, and perfect positive correlation, strong, weak, and perfect negative correlation, no correlation. Graphs or charts ...

A correlation between variables, however, does not automatically mean that the change in one variable is the cause of the change in the values of the other variable. A correlation only shows if there is a relationship between variables.

Correlation does not always prove causation, as a third variable may be involved.

Interview Methods

Interviews are commonly divided into two types: structured and unstructured.

A fixed, predetermined set of questions is put to every participant in the same order and in the same way.

Responses are recorded on a questionnaire, and the researcher presets the order and wording of questions, and sometimes the range of alternative answers.

The interviewer stays within their role and maintains social distance from the interviewee.

There are no set questions, and the participant can raise whatever topics he/she feels are relevant and ask them in their own way. Questions are posed about participants’ answers to the subject

Unstructured interviews are most useful in qualitative research to analyze attitudes and values.

Though they rarely provide a valid basis for generalization, their main advantage is that they enable the researcher to probe social actors’ subjective point of view.

Questionnaire Method

Questionnaires can be thought of as a kind of written interview. They can be carried out face to face, by telephone, or post.

The choice of questions is important because of the need to avoid bias or ambiguity in the questions, ‘leading’ the respondent or causing offense.

Open questions are designed to encourage a full, meaningful answer using the subject’s own knowledge and feelings. They provide insights into feelings, opinions, and understanding. Example: “How do you feel about that situation?”
Closed questions can be answered with a simple “yes” or “no” or specific information, limiting the depth of response. They are useful for gathering specific facts or confirming details. Example: “Do you feel anxious in crowds?”

Its other practical advantages are that it is cheaper than face-to-face interviews and can be used to contact many respondents scattered over a wide area relatively quickly.

Observations

There are different types of observation methods :

Covert observation is where the researcher doesn’t tell the participants they are being observed until after the study is complete. There could be ethical problems or deception and consent with this particular observation method.
Overt observation is where a researcher tells the participants they are being observed and what they are being observed for.
Controlled : behavior is observed under controlled laboratory conditions (e.g., Bandura’s Bobo doll study).
Natural : Here, spontaneous behavior is recorded in a natural setting.
Participant : Here, the observer has direct contact with the group of people they are observing. The researcher becomes a member of the group they are researching.
Non-participant (aka “fly on the wall): The researcher does not have direct contact with the people being observed. The observation of participants’ behavior is from a distance

Pilot Study

A pilot study is a small scale preliminary study conducted in order to evaluate the feasibility of the key s teps in a future, full-scale project.

A pilot study is an initial run-through of the procedures to be used in an investigation; it involves selecting a few people and trying out the study on them. It is possible to save time, and in some cases, money, by identifying any flaws in the procedures designed by the researcher.

A pilot study can help the researcher spot any ambiguities (i.e. unusual things) or confusion in the information given to participants or problems with the task devised.

Sometimes the task is too hard, and the researcher may get a floor effect, because none of the participants can score at all or can complete the task – all performances are low.

The opposite effect is a ceiling effect, when the task is so easy that all achieve virtually full marks or top performances and are “hitting the ceiling”.

Research Design

In cross-sectional research , a researcher compares multiple segments of the population at the same time

Sometimes, we want to see how people change over time, as in studies of human development and lifespan. Longitudinal research is a research design in which data-gathering is administered repeatedly over an extended period of time.

In cohort studies , the participants must share a common factor or characteristic such as age, demographic, or occupation. A cohort study is a type of longitudinal study in which researchers monitor and observe a chosen population over an extended period.

Triangulation means using more than one research method to improve the study’s validity.

Reliability

Reliability is a measure of consistency, if a particular measurement is repeated and the same result is obtained then it is described as being reliable.

Test-retest reliability : assessing the same person on two different occasions which shows the extent to which the test produces the same answers.
Inter-observer reliability : the extent to which there is an agreement between two or more observers.

Meta-Analysis

A meta-analysis is a systematic review that involves identifying an aim and then searching for research studies that have addressed similar aims/hypotheses.

This is done by looking through various databases, and then decisions are made about what studies are to be included/excluded.

Strengths: Increases the conclusions’ validity as they’re based on a wider range.

Weaknesses: Research designs in studies can vary, so they are not truly comparable.

Peer Review

A researcher submits an article to a journal. The choice of the journal may be determined by the journal’s audience or prestige.

The journal selects two or more appropriate experts (psychologists working in a similar field) to peer review the article without payment. The peer reviewers assess: the methods and designs used, originality of the findings, the validity of the original research findings and its content, structure and language.

Feedback from the reviewer determines whether the article is accepted. The article may be: Accepted as it is, accepted with revisions, sent back to the author to revise and re-submit or rejected without the possibility of submission.

The editor makes the final decision whether to accept or reject the research report based on the reviewers comments/ recommendations.

Peer review is important because it prevent faulty data from entering the public domain, it provides a way of checking the validity of findings and the quality of the methodology and is used to assess the research rating of university departments.

Peer reviews may be an ideal, whereas in practice there are lots of problems. For example, it slows publication down and may prevent unusual, new work being published. Some reviewers might use it as an opportunity to prevent competing researchers from publishing work.

Some people doubt whether peer review can really prevent the publication of fraudulent research.

The advent of the internet means that a lot of research and academic comment is being published without official peer reviews than before, though systems are evolving on the internet where everyone really has a chance to offer their opinions and police the quality of research.

Types of Data

Quantitative data is numerical data e.g. reaction time or number of mistakes. It represents how much or how long, how many there are of something. A tally of behavioral categories and closed questions in a questionnaire collect quantitative data.
Qualitative data is virtually any type of information that can be observed and recorded that is not numerical in nature and can be in the form of written or verbal communication. Open questions in questionnaires and accounts from observational studies collect qualitative data.
Primary data is first-hand data collected for the purpose of the investigation.
Secondary data is information that has been collected by someone other than the person who is conducting the research e.g. taken from journals, books or articles.

Validity means how well a piece of research actually measures what it sets out to, or how well it reflects the reality it claims to represent.

Validity is whether the observed effect is genuine and represents what is actually out there in the world.

Concurrent validity is the extent to which a psychological measure relates to an existing similar measure and obtains close results. For example, a new intelligence test compared to an established test.
Face validity : does the test measure what it’s supposed to measure ‘on the face of it’. This is done by ‘eyeballing’ the measuring or by passing it to an expert to check.
Ecological validit y is the extent to which findings from a research study can be generalized to other settings / real life.
Temporal validity is the extent to which findings from a research study can be generalized to other historical times.

Features of Science

Paradigm – A set of shared assumptions and agreed methods within a scientific discipline.
Paradigm shift – The result of the scientific revolution: a significant change in the dominant unifying theory within a scientific discipline.
Objectivity – When all sources of personal bias are minimised so not to distort or influence the research process.
Empirical method – Scientific approaches that are based on the gathering of evidence through direct observation and experience.
Replicability – The extent to which scientific procedures and findings can be repeated by other researchers.
Falsifiability – The principle that a theory cannot be considered scientific unless it admits the possibility of being proved untrue.

Statistical Testing

A significant result is one where there is a low probability that chance factors were responsible for any observed difference, correlation, or association in the variables tested.

If our test is significant, we can reject our null hypothesis and accept our alternative hypothesis.

If our test is not significant, we can accept our null hypothesis and reject our alternative hypothesis. A null hypothesis is a statement of no effect.

In Psychology, we use p < 0.05 (as it strikes a balance between making a type I and II error) but p < 0.01 is used in tests that could cause harm like introducing a new drug.

A type I error is when the null hypothesis is rejected when it should have been accepted (happens when a lenient significance level is used, an error of optimism).

A type II error is when the null hypothesis is accepted when it should have been rejected (happens when a stringent significance level is used, an error of pessimism).

Ethical Issues

Informed consent is when participants are able to make an informed judgment about whether to take part. It causes them to guess the aims of the study and change their behavior.
To deal with it, we can gain presumptive consent or ask them to formally indicate their agreement to participate but it may invalidate the purpose of the study and it is not guaranteed that the participants would understand.
Deception should only be used when it is approved by an ethics committee, as it involves deliberately misleading or withholding information. Participants should be fully debriefed after the study but debriefing can’t turn the clock back.
All participants should be informed at the beginning that they have the right to withdraw if they ever feel distressed or uncomfortable.
It causes bias as the ones that stayed are obedient and some may not withdraw as they may have been given incentives or feel like they’re spoiling the study. Researchers can offer the right to withdraw data after participation.
Participants should all have protection from harm . The researcher should avoid risks greater than those experienced in everyday life and they should stop the study if any harm is suspected. However, the harm may not be apparent at the time of the study.
Confidentiality concerns the communication of personal information. The researchers should not record any names but use numbers or false names though it may not be possible as it is sometimes possible to work out who the researchers were.

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Archival Research
Clinical Study
Cross-sectional Research
Inter-Rater Reliability
Longitudinal Research
Naturalistic Observation
Observer Bias
Research Methods

Archival, Case Studies and Natural Observations

By the end of this section, you will be able to:

Describe the different research methods used by psychologists
Discuss the strengths and weaknesses of case studies, naturalistic observation, surveys, and archival research

ARCHIVAL RESEARCH

CLINICAL OR CASE STUDIES

To learn more about Krista and Tatiana, watch this New York Times video about their lives.

NATURALISTIC OBSERVATION

It should be pointed out that naturalistic observation is not limited to research involving humans. Indeed, some of the best-known examples of naturalistic observation involve researchers going into the field to observe various kinds of animals in their own environments. As with human studies, the researchers maintain their distance and avoid interfering with the animal subjects so as not to influence their natural behaviors. Scientists have used this technique to study social hierarchies and interactions among animals ranging from ground squirrels to gorillas. The information provided by these studies is invaluable in understanding how those animals organize socially and communicate with one another. The anthropologist Jane Goodall , for example, spent nearly five decades observing the behavior of chimpanzees in Africa ( Figure ). As an illustration of the types of concerns that a researcher might encounter in naturalistic observation, some scientists criticized Goodall for giving the chimps names instead of referring to them by numbers—using names was thought to undermine the emotional detachment required for the objectivity of the study (McKie, 2010).

Archival research involves studying existing data sets to answer research questions.

Version History

2.2 Approaches to Research

Learning objectives.

By the end of this section, you will be able to:

Describe the different research methods used by psychologists
Discuss the strengths and weaknesses of case studies, naturalistic observation, surveys, and archival research
Compare longitudinal and cross-sectional approaches to research
Compare and contrast correlation and causation

Correlational research can find a relationship between two variables, but the only way a researcher can claim that the relationship between the variables is cause and effect is to perform an experiment. In experimental research, which will be discussed later in this chapter, there is a tremendous amount of control over variables of interest. While this is a powerful approach, experiments are often conducted in artificial settings. This calls into question the validity of experimental findings with regard to how they would apply in real-world settings. In addition, many of the questions that psychologists would like to answer cannot be pursued through experimental research because of ethical concerns.

Clinical or Case Studies

Link to Learning

Watch this CBC video about Krista's and Tatiana's lives to learn more.

Over time, it has become clear that while Krista and Tatiana share some sensory experiences and motor control, they remain two distinct individuals, which provides invaluable insight for researchers interested in the mind and the brain (Egnor, 2017).

In observational research, scientists are conducting a clinical or case study when they focus on one person or just a few individuals. Indeed, some scientists spend their entire careers studying just 10–20 individuals. Why would they do this? Obviously, when they focus their attention on a very small number of people, they can gain a precious amount of insight into those cases. The richness of information that is collected in clinical or case studies is unmatched by any other single research method. This allows the researcher to have a very deep understanding of the individuals and the particular phenomenon being studied.

Naturalistic Observation

It should be pointed out that naturalistic observation is not limited to research involving humans. Indeed, some of the best-known examples of naturalistic observation involve researchers going into the field to observe various kinds of animals in their own environments. As with human studies, the researchers maintain their distance and avoid interfering with the animal subjects so as not to influence their natural behaviors. Scientists have used this technique to study social hierarchies and interactions among animals ranging from ground squirrels to gorillas. The information provided by these studies is invaluable in understanding how those animals organize socially and communicate with one another. The anthropologist Jane Goodall , for example, spent nearly five decades observing the behavior of chimpanzees in Africa ( Figure 2.8 ). As an illustration of the types of concerns that a researcher might encounter in naturalistic observation, some scientists criticized Goodall for giving the chimps names instead of referring to them by numbers—using names was thought to undermine the emotional detachment required for the objectivity of the study (McKie, 2010).

Often, psychologists develop surveys as a means of gathering data. Surveys are lists of questions to be answered by research participants, and can be delivered as paper-and-pencil questionnaires, administered electronically, or conducted verbally ( Figure 2.9 ). Generally, the survey itself can be completed in a short time, and the ease of administering a survey makes it easy to collect data from a large number of people.

Surveys allow researchers to gather data from larger samples than may be afforded by other research methods . A sample is a subset of individuals selected from a population , which is the overall group of individuals that the researchers are interested in. Researchers study the sample and seek to generalize their findings to the population. Generally, researchers will begin this process by calculating various measures of central tendency from the data they have collected. These measures provide an overall summary of what a typical response looks like. There are three measures of central tendency: mode, median, and mean. The mode is the most frequently occurring response, the median lies at the middle of a given data set, and the mean is the arithmetic average of all data points. Means tend to be most useful in conducting additional analyses like those described below; however, means are very sensitive to the effects of outliers, and so one must be aware of those effects when making assessments of what measures of central tendency tell us about a data set in question.

Another potential weakness of surveys is something we touched on earlier in this chapter: People don't always give accurate responses. They may lie, misremember, or answer questions in a way that they think makes them look good. For example, people may report drinking less alcohol than is actually the case.

Archival Research

Longitudinal and Cross-Sectional Research

Another approach is cross-sectional research. In cross-sectional research , a researcher compares multiple segments of the population at the same time. Using the dietary habits example above, the researcher might directly compare different groups of people by age. Instead of studying a group of people for 20 years to see how their dietary habits changed from decade to decade, the researcher would study a group of 20-year-old individuals and compare them to a group of 30-year-old individuals and a group of 40-year-old individuals. While cross-sectional research requires a shorter-term investment, it is also limited by differences that exist between the different generations (or cohorts) that have nothing to do with age per se, but rather reflect the social and cultural experiences of different generations of individuals that make them different from one another.

Research participants must also be willing to continue their participation for an extended period of time, and this can be problematic. People move, get married and take new names, get ill, and eventually die. Even without significant life changes, some people may simply choose to discontinue their participation in the project. As a result, the attrition rates, or reduction in the number of research participants due to dropouts, in longitudinal studies are quite high and increase over the course of a project. For this reason, researchers using this approach typically recruit many participants fully expecting that a substantial number will drop out before the end. As the study progresses, they continually check whether the sample still represents the larger population, and make adjustments as necessary.

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Case Study Observational Research: A Framework for Conducting Case Study Research Where Observation Data Are the Focus

Affiliation.

1 1 University of Otago, Wellington, New Zealand.
PMID: 27217290
DOI: 10.1177/1049732316649160

Case study research is a comprehensive method that incorporates multiple sources of data to provide detailed accounts of complex research phenomena in real-life contexts. However, current models of case study research do not particularly distinguish the unique contribution observation data can make. Observation methods have the potential to reach beyond other methods that rely largely or solely on self-report. This article describes the distinctive characteristics of case study observational research, a modified form of Yin's 2014 model of case study research the authors used in a study exploring interprofessional collaboration in primary care. In this approach, observation data are positioned as the central component of the research design. Case study observational research offers a promising approach for researchers in a wide range of health care settings seeking more complete understandings of complex topics, where contextual influences are of primary concern. Future research is needed to refine and evaluate the approach.

Keywords: New Zealand; appreciative inquiry; case studies; case study observational research; health care; interprofessional collaboration; naturalistic inquiry; observation; primary health care; qualitative; research design.

Observational Studies as Topic / methods*
Observational Studies as Topic / standards
Primary Health Care / organization & administration
Research Design*
Self Report / standards

Research Methods (Case Studies & Observation Studies) 0 Pages | Leaving School | 29/03/2024

Case Studies & Observation Studies

——————————————————

Observation Studies

Categories of behaviour: If the researcher is undertaking a natural observation , he may need to divide the behaviour he sees into categories so that a quick record can be made. If the researcher wants to understand how the public respond to a woman collapsing in the street, for example, his categories might include 1.) Ignores and walks on. 2.) Hesitates and walks on. 3.) Checks to see if the woman is ok. 4.) Calls 999.

Inter-observer reliability: In order to test the reliability of an observer’s records, it might be sensible to have two observers who are working to exactly the same category and score sheet, so that they can compare their results at the end of the observation period. If these observations closely match each other then it can be assumed their observations have been accurate. If there is a significant difference it may be necessary to start the observation over again.

Advantages of natural observation Natural observations are high in ecological validity . A string of natural actions can be observed. In a laboratory situation people are often asked to complete unnatural tasks.

Disadvantages of natural observation In the absence ofcontrolled variables it is difficult to establish why someone behaved in a certain way. This type of study is reliant on the accuracy of the observation. There are ethical issues involved in an observation of this kind i.e. the people being observed may not know that this is the case. Should they be told? And if they are told, would their behaviour still be natural? Natural observations can be awkward to plan as well as time consuming.

Research Methods
Hypotheses and Experimental Designs
Standardised Procedures & Instructions
Ecological Validity & Sampling Methods
Making Sense of Data & Anomalous Results
Survey Methods & Ethical Considerations
Remember it, Test it!

Module 1: Introduction to Psychology & Psychology Research

Descriptive research, what you’ll learn to do: describe the strengths and weaknesses of descriptive, experimental, and correlational research.

Three researchers review data while talking around a microscope.

If you think about the vast array of fields and topics covered in psychology, you understand that in order to do psychological research, there must be a diverse set of ways to gather data and perform experiments. For example, a biological psychologist might work predominately in a lab setting or alongside a neurologist. A social scientist may set up situational experiments, a health psychologist may administer surveys, and a developmental psychologist may make observations in a classroom. In this section, you’ll learn about the various types of research methods that psychologists employ to learn about human behavior.

Psychologists use descriptive, experimental, and correlational methods to conduct research. Descriptive, or qualitative, methods include the case study, naturalistic observation, surveys, archival research, longitudinal research, and cross-sectional research.

Experiments are conducted in order to determine cause-and-effect relationships. In ideal experimental design, the only difference between the experimental and control groups is whether participants are exposed to the experimental manipulation. Each group goes through all phases of the experiment, but each group will experience a different level of the independent variable: the experimental group is exposed to the experimental manipulation, and the control group is not exposed to the experimental manipulation. The researcher then measures the changes that are produced in the dependent variable in each group. Once data is collected from both groups, it is analyzed statistically to determine if there are meaningful differences between the groups.

When scientists passively observe and measure phenomena it is called correlational research. Here, psychologists do not intervene and change behavior, as they do in experiments. In correlational research, they identify patterns of relationships, but usually cannot infer what causes what. Importantly, with correlational research, you can examine only two variables at a time, no more and no less.

More on Research

If you enjoy learning through lectures and want an interesting and comprehensive summary of this section, then click on the link HERE (or on the link below) to watch a lecture given by MIT Professor John Gabrieli. Start at the 30:45 minute mark and watch through the end to hear examples of actual psychological studies and how they were analyzed. Listen for references to independent and dependent variables, experimenter bias, and double-blind studies. In the lecture, you’ll learn about breaking social norms, “WEIRD” research, why expectations matter, how a warm cup of coffee might make you nicer, why you should change your answer on a multiple choice test, and why praise for intelligence won’t make you any smarter.

Learning Objectives

Differentiate between descriptive, experimental, and correlational research
Explain the strengths and weaknesses of case studies, naturalistic observation, and surveys
Describe the strength and weaknesses of archival research
Compare longitudinal and cross-sectional approaches to research

The three main categories of psychological research are descriptive, correlational, and experimental research. Research studies that do not test specific relationships between variables are called descriptive, or qualitative, studies . These studies are used to describe general or specific behaviors and attributes that are observed and measured. In the early stages of research it might be difficult to form a hypothesis, especially when there is not any existing literature in the area. In these situations designing an experiment would be premature, as the question of interest is not yet clearly defined as a hypothesis. Often a researcher will begin with a non-experimental approach, such as a descriptive study, to gather more information about the topic before designing an experiment or correlational study to address a specific hypothesis. Descriptive research is distinct from correlational research , in which psychologists formally test whether a relationship exists between two or more variables. Experimental research goes a step further beyond descriptive and correlational research and randomly assigns people to different conditions, using hypothesis testing to make inferences about how these conditions affect behavior. It aims to determine if one variable directly impacts and causes another. Correlational and experimental research both typically use hypothesis testing, whereas descriptive research does not.

Correlational research can find a relationship between two variables, but the only way a researcher can claim that the relationship between the variables is cause and effect is to perform an experiment. In experimental research, which will be discussed later in the text, there is a tremendous amount of control over variables of interest. While this is a powerful approach, experiments are often conducted in very artificial settings. This calls into question the validity of experimental findings with regard to how they would apply in real-world settings. In addition, many of the questions that psychologists would like to answer cannot be pursued through experimental research because of ethical concerns.

The three main types of descriptive studies are case studies, naturalistic observation, and surveys.

Case Studies

Link to Learning

To learn more about Krista and Tatiana, watch this New York Times video about their lives.

Naturalistic Observation

Figure 1. Seeing a police car behind you would probably affect your driving behavior. (credit: Michael Gil)

It should be pointed out that naturalistic observation is not limited to research involving humans. Indeed, some of the best-known examples of naturalistic observation involve researchers going into the field to observe various kinds of animals in their own environments. As with human studies, the researchers maintain their distance and avoid interfering with the animal subjects so as not to influence their natural behaviors. Scientists have used this technique to study social hierarchies and interactions among animals ranging from ground squirrels to gorillas. The information provided by these studies is invaluable in understanding how those animals organize socially and communicate with one another. The anthropologist Jane Goodall, for example, spent nearly five decades observing the behavior of chimpanzees in Africa (Figure 2). As an illustration of the types of concerns that a researcher might encounter in naturalistic observation, some scientists criticized Goodall for giving the chimps names instead of referring to them by numbers—using names was thought to undermine the emotional detachment required for the objectivity of the study (McKie, 2010).

Figure 2. (a) Jane Goodall made a career of conducting naturalistic observations of (b) chimpanzee behavior. (credit “Jane Goodall”: modification of work by Erik Hersman; “chimpanzee”: modification of work by “Afrika Force”/Flickr.com)

The greatest benefit of naturalistic observation is the validity, or accuracy, of information collected unobtrusively in a natural setting. Having individuals behave as they normally would in a given situation means that we have a higher degree of ecological validity, or realism, than we might achieve with other research approaches. Therefore, our ability to generalize the findings of the research to real-world situations is enhanced. If done correctly, we need not worry about people or animals modifying their behavior simply because they are being observed. Sometimes, people may assume that reality programs give us a glimpse into authentic human behavior. However, the principle of inconspicuous observation is violated as reality stars are followed by camera crews and are interviewed on camera for personal confessionals. Given that environment, we must doubt how natural and realistic their behaviors are.

Often, psychologists develop surveys as a means of gathering data. Surveys are lists of questions to be answered by research participants, and can be delivered as paper-and-pencil questionnaires, administered electronically, or conducted verbally (Figure 3). Generally, the survey itself can be completed in a short time, and the ease of administering a survey makes it easy to collect data from a large number of people.

Figure 3. Surveys can be administered in a number of ways, including electronically administered research, like the survey shown here. (credit: Robert Nyman)

Think It Over

Archival Research

Some researchers gain access to large amounts of data without interacting with a single research participant. Instead, they use existing records to answer various research questions. This type of research approach is known as archival research. Archival research relies on looking at past records or data sets to look for interesting patterns or relationships.

Figure 1. A researcher doing archival research examines records, whether archived as a (a) hardcopy or (b) electronically. (credit “paper files”: modification of work by “Newtown graffiti”/Flickr; “computer”: modification of work by INPIVIC Family/Flickr)

Longitudinal and Cross-Sectional Research

Another approach is cross-sectional research. In cross-sectional research, a researcher compares multiple segments of the population at the same time. Using the dietary habits example above, the researcher might directly compare different groups of people by age. Instead a group of people for 20 years to see how their dietary habits changed from decade to decade, the researcher would study a group of 20-year-old individuals and compare them to a group of 30-year-old individuals and a group of 40-year-old individuals. While cross-sectional research requires a shorter-term investment, it is also limited by differences that exist between the different generations (or cohorts) that have nothing to do with age per se, but rather reflect the social and cultural experiences of different generations of individuals make them different from one another.

Figure 2. Longitudinal research like the CPS-3 help us to better understand how smoking is associated with cancer and other diseases. (credit: CDC/Debora Cartagena)

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Paragraph on correlation. Authored by : Christie Napa Scollon. Provided by : Singapore Management University. Located at : http://nobaproject.com/modules/research-designs?r=MTc0ODYsMjMzNjQ%3D . Project : The Noba Project. License : CC BY-NC-SA: Attribution-NonCommercial-ShareAlike
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Lec 2 | MIT 9.00SC Introduction to Psychology, Spring 2011. Authored by : John Gabrieli. Provided by : MIT OpenCourseWare. Located at : https://www.youtube.com/watch?v=syXplPKQb_o . License : CC BY-NC-SA: Attribution-NonCommercial-ShareAlike
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Naturalistic Observation
Revised on June 22, 2023. Naturalistic observation is a qualitative research method where you record the behaviors of your research subjects in real world settings. You avoid interfering with or influencing any variables in a naturalistic observation. You can think of naturalistic observation as "people watching" with a purpose.
Naturalistic Observation: Definition, Examples, and Advantages
The key difference between naturalistic observation and a case study is that the former focuses more on observing and recording behaviors and interactions as they occur naturally, while the latter focuses on gathering detailed information about a specific individual or group. ... Both naturalistic observation and case studies have their ...
Observation Methods: Naturalistic, Participant and Controlled
Compared with controlled observations, it is like the difference between studying wild animals in a zoo and studying them in their natural habitat. With regard to human subjects, ... Like case studies, naturalistic observation is often used to generate new ideas. Because it gives the researcher the opportunity to study the total situation, it ...
Naturalistic Observation: Definition, Examples, Pros and Cons
Naturalistic observation is a research method that involves observing subjects in their natural environment. This approach is often used by psychologists and other social scientists. It is a form of qualitative research, which focuses on collecting, evaluating, and describing non-numerical data. It can be useful if conducting lab research would ...
6.6: Observational Research
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. ... Case studies are also often the only way to study rare conditions because it may be impossible to find a large enough sample of ...
Observational Research
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. ... Case studies are also often the only way to study rare conditions because it may be impossible to find a large enough sample of ...
3.2 Psychologists Use Descriptive, Correlational, and Experimental
Descriptive designs include case studies, surveys, and naturalistic observation. The goal of these designs is to get a picture of the current thoughts, feelings, or behaviours in a given group of people. Descriptive research is summarized using descriptive statistics.
Naturalistic Observation
Note: Naturalistic observation is one of the research methods that can be used for an observational study design. Another common type of observation is the controlled observation . In this case, the researcher observes the participant in a controlled environment (e.g., a lab).
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.
Approaches to Research
Describe the different research methods used by psychologists. Discuss the strengths and weaknesses of case studies, naturalistic observation, surveys, and archival research. Compare longitudinal and cross-sectional approaches to research. There are many research methods available to psychologists in their efforts to understand, describe, and ...
Research Methods In Psychology
Olivia Guy-Evans, MSc. Research methods in psychology are systematic procedures used to observe, describe, predict, and explain behavior and mental processes. They include experiments, surveys, case studies, and naturalistic observations, ensuring data collection is objective and reliable to understand and explain psychological phenomena.
Archival, Case Studies and Natural Observations
Discuss the strengths and weaknesses of case studies, naturalistic observation, surveys, and archival research. There are many research methods available to psychologists in their efforts to understand, describe, and explain behavior and the cognitive and biological processes that underlie it. Some methods rely on observational techniques.
2.2 Approaches to Research
Discuss the strengths and weaknesses of case studies, naturalistic observation, surveys, and archival research; ... While cross-sectional research requires a shorter-term investment, it is also limited by differences that exist between the different generations (or cohorts) that have nothing to do with age per se, but rather reflect the social ...
Case Study Observational Research: A Framework for Conducting Case
Observation methods have the potential to reach beyond other methods that rely largely or solely on self-report. This article describes the distinctive characteristics of case study observational research, a modified form of Yin's 2014 model of case study research the authors used in a study exploring interprofessional collaboration in primary ...
Case Studies and Observation Studies
Case Studies & Observation Studies. A case study is a detailed study of a particular person, group or organisation. Focus is placed on the case study because the basic facts tend to help us understand a wider scientific truth. On the other hand they can also be used to challenge an accepted theory and so prompt scientists to change their thinking.
The 3 Descriptive Research Methods of Psychology
Types of descriptive research. Observational method. Case studies. Surveys. Recap. Descriptive research methods are used to define the who, what, and where of human behavior and other ...
Descriptive Research
The three main types of descriptive studies are case studies, naturalistic observation, and surveys. Try It. Case Studies. ... However, there were significant differences between their pattern of responses to questions about social interaction with Arab-Americans compared to other ethnic groups: they indicated less willingness for social ...
PSYCHOLOGY EXAM CHAPTER 2 Flashcards
What are the differences and similarities between naturalistic observations and a case study? Case studies focus on detailed observation while naturalistic observation emphasizes external validity. What can we learn from a correlational study, and what caution should we take when interpreting a correlation between items? ...
general pshycology midterm, disscusion quesion Flashcards
Study with Quizlet and memorize flashcards containing terms like List the educational background needed to become a psychologist., Compare and contrast case studies, surveys, and naturalistic observation, giving an example of each., Write a one-paragraph reflection on what you learned from watching the videos on Brain Anatomy (Module 3). and more.
Difference between case study and naturalistic observation
The main difference between a case study and naturalistic observation lies in the approach and purpose of each method. 1. Case Study: A case study is an in-depth analysis of an individual, group, or event. It involves collecting detailed information about the subject through various sources like interviews, observations, and documents.
Psychology Module 1.3: Research Methods Flashcards
Terms in this set (18) What are the research methods of psychology? case study method, survey method, naturalistic observation method, correlation method, and experimental method. what is the case study method? extensive observation and detailed description of a client. how is the case study method used? in interviews with subjects and those ...

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Naturalistic Observation | Definition, Guide, & Examples

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Audiovisual recordings

Note-taking

Tally counts

Time sampling

Event sampling

Flexibility

Ecological validity

Lack of control

Ethical considerations

Observer bias

Subject bias

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Naturalistic Observation: Definition, Examples, and Advantages

What Is Naturalistic Observation?

Types of Naturalistic Observation

Unstructured or Structured

Participant or Non-Participant

Overt or Covert

How to Collect Data in Naturalistic Observation

How Data Is Sampled in Naturalistic Observation

Event Sampling

Situation Sampling

Time Sampling

Examples of Naturalistic Observation

More Examples of Naturalistic Observation

Social Psychology

Consumer Research

Developmental Psychology

Cognitive Psychology

Advantages of Naturalistic Observation

Ecological Validity

Inspiration for Additional Research

Research That Can’t Be Done in a Lab

Disadvantages of Naturalistic Observation

Bias and Lack of Control

Inability to Infer Cause and Effect

Naturalistic Observation vs. Case Study

Naturalistic Observation Ideas

Frequently Asked Questions

What is the most famous example of naturalistic observation?

What Is Naturalistic Observation?

How Often Is Data Collected?

How Does Naturalistic Observation Work?

Naturalistic Observation Pros and Cons

Data Collection Methods

Examples of Naturalistic Observation

6.6: Observational Research

Learning Objectives

What Is Observational Research?

Naturalistic Observation

Participant Observation

Structured Observation

Case Studies

The Case of “Anna O.”

Archival Research

32 Observational Research

What Is Observational Research?

Naturalistic Observation

Participant Observation

Structured Observation

Case Studies

The Case of “Anna O.”

Archival Research

Media Attributions

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3.2 Psychologists Use Descriptive, Correlational, and Experimental Research Designs to Understand Behaviour

Descriptive Research: Assessing the Current State of Affairs

Correlational Research: Seeking Relationships among Variables

Experimental Research: Understanding the Causes of Behaviour

Research Focus: Video Games and Aggression

Key Takeaways

Exercises and Critical Thinking

Image Attributions

Long Descriptions