Field study is one of the methods employed by researchers in studying human behavior. Field studies are undertaken in a natural setting rather in a structured environment (Kitayama & Cohen, 2010, p. 220). It involves a naturalistic observation wherein researchers discreetly observe behaviors that occur in a natural setting. Field study also entails observation of individual’s reactions to stimuli or events designed by researchers in the natural setting (Kitayama & Cohen, 2010, p. 220). This particular method of study is interesting as it offers an in-depth detail of a social phenomenon. However, the results derived from these studies fail to provide objectivity as it relies on the researcher’s judgment. The means to improve such method become an interesting area of study. Field study can serve as an insightful means of defining group behaviors. Wimmer and Dominick (2010) stressed that field studies possess an advantage of being nonreactive. Reactivity refers to the effects of the subject’s awareness of being observed or measured on her or his behavior. The objectivity of studies often suffers from subject’s awareness of being observed (p. 225). Sevilla, Ochave, Punsalan, Regala, and Uriarte (1992) reiterated that there are variables in social psychology that cannot be explored through experimentation (p. 154). Thus, field study offers insights into these phenomena. It presents a great breadth and depth of understanding unattainable by quantitative researches (Shepard, 2004, p. 50). Shepard (2004) stressed that findings in a particular situation may not be applicable to other situations. In addition, most field studies fail to employ standardized measuring devices. Researchers rely on subjective interpretation and judgment. The researcher’s judgment is vulnerable to biases and blind spots (p. 50).
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(Cobliner 1994, p. 18)
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