Sociological imagination buttresses the observation method. Photo: TUCHONG

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Like the interview method, observation is also a crucial research technique in field studies. By thoroughly and meticulously observing real-world situations, researchers can collect a wide range of data from the field, enabling a comprehensive understanding of the research subjects. In the present state of research, however, many researchers tend to gloss over the use of observation in their research design and merely present some observational findings in their data analysis stage. This inadvertently weakens the actual effectiveness of the observation method. In this article, the author reviews the key points of observation methodology and revives its potential unique advantages by expanding its sociological imagination. 

The observer’s role  

From the perspective of academic history, there are indeed few works that rely solely on the observation method to gather data for academic research. Researchers often use various methods in field studies to collect data, but it is obvious that the interview method is particularly favored due to its advantage of collecting a large amount of data in a short period of time. Researchers often relegate observation to a supplementary role, such as verifying the accuracy of interview data or filling in gaps. While we do not deny the merits of this view, limiting our understanding to this level overlooks the unique advantages that the observation method offers. In today’s context of methodological diversification, we need to re-evaluate the traditional observation method and, through methodological reflection, unlock its full potential. Compared to other research methods, the observation method offers at least four distinct advantages. First, it effectively reduces the observer effect. Second, it facilitates convenient data collection. Third, it serves as a “lie detector” for verifying facts. Fourth, it helps researchers quickly focus on the core research question. 

Scientific method

After entering the field, researchers need to observe the field comprehensively and collect as much information as possible before determining the specific research topic. The initial observations should avoid any preconceived notions, but should instead adopt a wide-angle focus. The first task is to prepare an appropriate observation outline. This outline guides the scope of observation objects, and generally includes four key aspects: the field environment, various groups present in the field, the observation of their behaviors, including facial expressions and gestures, and the context in which events occur. We will further subdivide the four themes using the “5W1H” framework: who, what, where, when, why, and how. With the aid of the “5W1H” approach, researchers entering the field will have a general idea of what to observe. The second task is to collect comprehensive observational data. This data can take the form of field notes written by the researcher, as well as images, videos, or audio recordings. With advancements in technology, it is now possible to collect a wealth of diverse visual and audio materials. Typically, the data collected through the observation method includes field observation notes, personal observation notes, observational method notes, and observational theory notes.   

Imagination

The above outlines the general operational procedures for the observation method. However, to fully harness the effectiveness of the observation method, it is essential to augment it with the “wings of imagination,” which means reflecting on the observational process at the methodological level, and re-examining the selective influence of the observational process on observational data. First, from the perspective of the researcher, it is suggested to carefully consider the influence of observational penetration theory. This theory refers to the potential practical influence of the researcher’s preconceptions on the observational process. Second, from the perspective of the interviewee, it is advised to be mindful of the observer effect. This phenomenon occurs when the interviewees consciously alter their behavior to align with what they believe the researchers expect.  

Compared to the interview method, observation is less intrusive. The greatest advantage of observation is that it allows researchers to observe field settings and the behaviors of various entities in a natural setting thoroughly. With proficient use of the observation method and a reflective awareness of the observation process, researchers can achieve a mindfulness of the field and find fields everywhere. Of course, we cannot overstate the advantages of the observation method, as in social science research, there is no single best method—only the method that best matches the research question.     

Zhang Yangbo is a professor from the School of Sociology at Wuhan University.

Edited by ZHAO YUAN