Multi-method systematic observation: theory and practice

Observation methods have great potential for collaborative research because they can facilitate shared meaning with research partners. Systematic methods of observation have even greater potential value as they allow credible, nuanced, and accurate information about behavioral processes to be collected, analyzed, shared, and disseminated. However, systematic observation is underutilized, despite the value it can provide. This chapter discusses the components of systematic observation research design. It includes an example of a systematically designed and implemented qualitative multimethod observation of the processes of networking at business events. This example illustrates some of the wide range of methods of information capture available, including multiple forms of observation, multiple observer roles that allow for investigation of differing perspectives that can diversify data capture, and ways of interrelating different observation methods. Also considered are potential outcomes of multimethod systematic observation, such as the kinds of information emerging from the various methods and the insights provided through their co-analysis. The value of these approaches in collaboration research with managers is indicated throughout this chapter.