Question

One of the limitations of focus group research is that the mere act of observing something can change it, a phenomenon known as ________?

1) Observer effect
2) Sampling bias
3) Confirmation bias
4) Hawthorne effect

Answer 1

The limitation of focus group research where people alter their behavior because they know they are being observed is known as the Hawthorne effect. This effect, impacting research validity, is named after research at the Hawthorne Works where observer awareness increased productivity.

Step-by-step explanation:

One of the limitations of focus group research is that the mere act of observing something can change it, which is known as the Hawthorne effect. The Hawthorne effect occurs when people change their behavior because they are aware they are being observed as part of a study. This phenomenon can lead to biased outcomes since subjects may alter their natural behavior, directly impacting the validity of the research findings. This effect is named after the famous research conducted at the Western Electric Company's Hawthorne Works, where changes in environmental variables such as lighting seemed to increase productivity simply because the workers were aware that they were being observed. In this situation, the correct option is 4) Hawthorne effect.