Final answer:
In indirect observation, a researcher observes the results of behavior, not the behavior itself or consumers' awareness of being observed. To minimize bias, such as the actor-observer bias and observer bias, clear criteria and inter-rater reliability checks are necessary. Ethnography, a form of participant observation, deeply engages with the cultural context of subjects, often without their awareness.
Step-by-step explanation:
In indirect observation, the researcher is observing results of behavior. This method involves analyzing outcomes without interacting with the subjects. For instance, reviewing data on consumer purchases without engaging with the consumers directly.
According to the actor-observer bias, we have more information about influences on our own behavior. This tendency to attribute one’s own actions to external causes while attributing other people's behaviors to internal causes may influence observational studies.
To reduce observer bias in research, clear criteria for recording and classifying behaviors are necessary, as well as assessing inter-rater reliability. This method checks the consistency of observations by different observers to ensure that the observations are not biased by the observer's personal motives or expectations.
It is important to note the Hawthorne effect, which describes how research subjects may alter their behavior due to the awareness of being observed. Participant observation differs from other methods like ethnography, which engages deeply with the cultural context of the subjects and how they view themselves in relation to their community, often without their awareness of being studied.