OBSERVATIONAL RESEARCH: A TOOL FOR COLLECTING BEHAVIORAL DATA AND VALIDATING SURVEYS

Observational research is an underused technique that involves the direct observation of people in a natural setting or in surroundings that closely resemble a natural situation. This differentiates it from survey research which may be completed in almost any location. Observational techniques can be an effective method for collecting behavioural data and for validating information we obtain from individual surveys. It measures behaviour directly, rather than reports of behaviour or intentions. Thus, observational research is a direct approach to collecting data, as contrasted to a survey where people are asked what they do or would do in different situations, and we assume that they reported actual behaviours. In our studies we use observational research for many purposes including designing better surveys by knowing what choices need to be put on the questionnaire. Additionally, we use “casual observation” to assist us in developing a “formal” observation process where the observer will know what types of behaviours to watch for and how they should be recorded. In addition, behavioural research also allows for the flexibility of recording things that were seen but were not expected. Examples of using observational research in recent studies such as watching for specific food safety behaviours as people prepared a meat dish in their own kitchen and research where observational data was used to validate diet surveys will be presented. The reliability of the observations can be increased by training observers, practicing recording observations and reaching agreement between the observers during the training.