Unobtrusive Measures

What Are Unobtrusive Measures?• Any measure that can be taken without the

subject knowing it.• There are a great variety of types.• Raises questions of ethics.

Some Major Types• Indirect measures• Content analysis• Secondary analysis of data

Indirect MeasuresTo assess the popularity of different museum exhibits...

Indirect MeasuresTo assess the popularity of different museum exhibits...

...measure the wear of the floor tiles.

Indirect MeasuresOr, if it’s a children’s museum exhibit...

Indirect MeasuresOr, if it’s a children’s museum exhibit...

...measure the fingerprints on the glass cases.

Indirect Measures

To measure the preferences for radio stations in a market...

Indirect Measures

To measure the preferences for radio stations in a market...

...have auto mechanics check what stations people are tuned to.

Indirect MeasuresTo measure the popularity of various magazines...

Indirect MeasuresTo measure the popularity of various magazines...

...comb through the trash or recycling.

Indirect Measures• Requires some theory• Often very clever and fun• Often inexpensive• May be ethical issues• Best for measuring behavior (not attitudes or

feelings)

Content Analysis

To categorize or code written (or spoken, transcribed) documents

Purpose:

Work quickly and effectively under

pressure49

Theme 2 Theme 3

Organize the work when directions are not

specific.39

Decide how to manage multiple tasks.

20Manage resources effectively.

4

Theme 1

Content Analysis

• Define unit of analysis.• Sample the units of analysis.• Code the sample units.• Summarize the codings.• Draw inferences.

Key Steps:

Content Analysis

• Rate each sampled unit on a continuous scale.

• Place each sampled unit into one or more categories.

Types of Codings

Continuous

Categorical

Content Analysis

• The visible surface content (e.g., number of male pronouns).

• The underlying meaning (subjective judgment of sexism in the unit).

Types of Content

Manifest

Latent

Content Analysis

• Feasibility• Safety -- low risk• Can examine phenomena over long periods

of time• Unobtrusive

Strengths:

Content Analysis

• Limited to recorded phenomena• May have limited validity (especially

construct validity)

Weaknesses:

Secondary Analysis of Data

Use existing data sources to address your questions

Purpose:

Secondary Analysis of Data

• Census bureau data• Crime records• Standardized testing data• Economic data• Combining or linking several databases

Examples:

Secondary Analysis of Data

• Efficient -- the data already collected• Broad sampling base

– Can be national– Can encompass large time spans

Strengths:

ADVANTAGES AND DISADVANTAGES OF

UNOBTRUSIVE OBSERVATION

Advantage:

They are not influenced by your watching them so at least in that you are not a factor in the experiment, one less variable.

There are no preconcieved ideas in the subbjects heads to influence their behaviours

Disadvantage: You have to interpret their action and now

you are a factor in the experiment, one added variable

You cant ask them to explain their motivations about what you just saw, which might have some bearing on what you just saw, so it affects the quality of your observation

There is no way to repeat this particular experiment with these subjects.