Watching Behavior
Observational research studies behavior as it happens without manipulating any variable.
| Method | Setting | Key strength | Key risk |
|---|---|---|---|
| Naturalistic | Real world | High realism | Low control |
| Structured | Lab | Consistency | Lower realism |
Naturalistic observation watches behavior in real-world settings with zero intervention. Structured observation uses standardized settings like labs with fixed rules. A major threat is observer bias, where expectations alter interpretation. This is measured by inter-rater reliability, the exact degree of agreement between independent observers.
Asking and Reporting
Surveys and questionnaires have people report on their thoughts using Likert scales (like 1-5 rating scales).
| Survey Bias | What it means |
|---|---|
| Social desirability | Answering favorably over honestly |
| Wording effects | Phrasing changes responses |
Common pitfall: Assuming surveys capture absolute reality. Self-reports pass through memory filters and social pressure. Always cross-check surveys with behavioral observations whenever possible.