How to start and carry out observational research

Observational research can encompass a broad range of research methods, most of which are typically qualitative in nature; in some cases it can be quantitative also, when observation is structured, and data collection is based on particular criteria and relies on collecting observable data in natural settings (Allen, 2017; Lewis-Beck et al., 2004). Observational research can be useful in a number of settings within the fields of interpersonal communication, media studies, cultural studies, and other disciplines. There are multiple kinds of observational research methods, including participant observation, nonparticipant observation, covert observation, and online observation, each of which may be appropriate in certain contexts for answering appropriate research questions in these fields. All of these research methods will be discussed further.

When little is known about a given setting or population, observational research can be useful as either a full study or a pilot project to determine the viability and value of future research (Allen, 2017). Observation is often used as a method of data triangulation—meaning the use of multiple data sources to achieve a range of contextual data—because the validity of self-reporting (such as in interviews and focus groups) often comes into question; therefore, observational field notes—how observations become data—validate information garnered from focus groups, interviews, questionnaires, and other methods of data collection (Frey, 2018).

Each kind of observational research is predicated on the informed consent of participants, and the anonymity of participants must be guaranteed.