Importance Of Participant Observation

To adopt proper methods for data collection would be crucial. In this research, the primary data will be collected. Accompanying with participant observation and questionnaire with open questions will be use in the research of how customers’ feelings about using tablets in the service and aim to provide an explanation on the how using tables in the service in the marketing effect customers’ satisfaction. Observation is important in order to observe what people’s action in the shop when tablets are used in the service. Observation can examine how people in natural setting or situations. Participant observation "combines participation in the lives of the people being studied with maintenance of a professional distance that allows adequate observation …show more content…
To study about the relationship between tablets be used and customers’ satisfaction, participant observation might be a good choice. Participant observation focuses on person’s role as participant in the natural situation he or she observes. So participant would be closer to customers, and may have got more information. Observation normally records action in real time, and could have rich data. These are the strengths of participant observation. The main criticisms of participant observation are that the information be held may not be accurate since it is observation, there’s no exact measurement. Also, as a research technic, participant observation is unsystematic. It may bring problems for finding out the final results. Observation can hardly give sights to why customers react in a such way, or tell the motivations and thoughts of customers. There are the limits be needed to cover. During the observation, to talk to customers and try to find out how their thinking about the service might be an improvement. Questionnaire with open questions are also used in the …show more content…
In this proposal, two methods of data collection will be used and triangulation would be the way for verifying the data and ensuring its credibility during the research. Since observation and questionnaire mostly based on personal thoughts, the result might be not credible or trustworthy when collecting the results because there’s no an exact measurement of how customers think about the tablets be used in the service. To overcome this limitations, triangulation would be applied as I described above. Also, a careful selection of participants needed to be done. The participants who are selected to do the questionnaire should have a clear writing skills and able to answer the questions properly. The selection of participants should be in the different levels of age, different genders and different types of jobs. The open questions on questionnaire should be checked properly in order to not include leading questions result in participants being confused. The observation and questionnaire could take a long time. To manage time properly, and sum up all of the results in time would be necessary. Because the result is concluded manually, the final check might take several times in order to make sure its valid, reliable and