Observation Research: A Methodological Discourse in Communication Research

Abstract

Qualitative observation as a research technique has not been very popular among most mass communication researchers in Africa and other developing countries. This explains why there are few studies based on this technique among scholars from this region. Against this background, this expository paper explains the concept of observation research method; distinguishes qualitative from other types of observation research; explains the distinguishing characteristics of participant and non-participant observation, the key questions that guide observation research as well as the procedure for conducting observation research. Furthermore, it explains the various approaches to interpreting data obtained from observation research. The major conclusion brawn from this study is that the ability of the researcher to utilize this technique depends on this capacity to identify appropriate research problems that are better investigated through this research technique.

Keywords: Observation,   Research, Qualitative, Participant and Non Participant.