Unobtrusive Research

1
Chapter 11

• Unobtrusive Research

2
Chapter Outline

• Introduction
• Content Analysis
• Analyzing Existing Statistics
• Comparative and Historical Research

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Unobtrusive Research

• Methods of studying social behavior without
  affecting it.

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Types of Unobtrusive Research

• Content analysis - examine written documents such
  as editorials.
• Analyses of existing statistics.
• Historical/comparative analysis - historical
  records.

5
Question

• Which type of research does not require the
  researcher to intrude on what he or she is
  studying?
• quantitative research
• qualitative field research
• survey research
• unobtrusive research

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Answer D

• Unobtrusive research does not require the
  researcher to intrude on what he or she is
  studying.

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Content Analysis

• Study of recorded human communications.

8
Strengths of Content Analysis

• Economy of time and money.
• Easy to repeat a portion of the study if
  necessary.
• Permits study of processes over time.
• Researcher seldom has any effect on the subject
  being studied.
• Reliability.

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Weaknesses of Content Analysis

• Limited to the examination of recorded
  communications.
• Problems of validity are likely.

10
A Few Possible Units of Analysis for Content
Analysis
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Question

• Which of the following may be examined in content
  analysis?
• books
• magazines
• web pages
• all of these choices

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Answer D

• Books, magazines, and web pages may be examined
  in content analysis.

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Example of Recording Sheet for TV Violence
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Sample Tally Sheet (Partial)
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Coding

• Process of transforming raw data into a
  standardized form.

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Content

• Manifest content - The visible, surface content.
• Latent content - The underlying meaning of the
  content.

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Comparative and Historical Research

• Involves the use of historical methods by
  sociologists, political scientists and other
  social scientists.

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Analyzing Existing Statistics

• Can be the main source of data or a supplemental
  source of data.
• Often existing data doesn't cover the exact
  question.
• Reliability is dependent on the quality of the
  statistics.

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Comparative and Historical Analysis

• Cautions
• Can't trust the accuracy of records - official or
  unofficial, primary or secondary.
• Must be wary of bias in data sources.

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Question

• Which of the following occurs when you obtain a
  copy of someone elses data and undertake your
  own statistical analysis?
• using quasi official statistics
• using official statistics
• secondary analysis
• none of these choices

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Answer C

• Secondary analysis occurs when you obtain a copy
  of someone elses data and undertake your own
  statistical analysis.

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Some Positive and Negative Aspects of Bureaucracy
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Quick Quiz
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• 1. Which of the following are types of
  unobtrusive research methods?
• content analysis
• analysis of existing statistics
• comparative and historical research
• all of these choices

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Answer D

• Content analysis, analysis of existing
  statistics, and comparative and historical
  research are types of unobtrusive research
  methods.

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• 2. Which of the following are usually
  qualitative?
• field research
• comparative and historical research
• both a and b
• none of these choices

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Answer C

• Field research and comparative and historical
  research are usually qualitative.

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• 3. _________________ are the individual units
  that we make descriptive and explanatory
  statements about.
• units of analysis
• artifacts
• groups
• all of these choices

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Answer A

• Units of analysis are the individual units that
  we make descriptive and explanatory statements
  about.

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• 4. In the content analysis of __________,
  sampling may occur at any or all of several
  levels.
• written prose
• television
• the internet
• none of these choices

31
Answer A

• In the content analysis of written prose sampling
  may occur at any or all of several levels.

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• 5. Existing statistics should always be
  considered a _____________ source of data.
• primary
• supplemental
• tertiary
• all of these choices
• none of these choices

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Answer B

• Existing statistics should always be considered a
  supplemental source of data.

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• 6. When we base research on an analysis of data
  that already exist, we face problems of
• repeatability
• validity
• generalization
• none of these choices

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Answer B

• When we base research on an analysis of data that
  already exist, we face problems of validity.