ABSTRACT
Observation and content analysis are two non-experimental methods which look at behaviour. In the case of observation the observer is usually present when the action occurs and the degree to which participants are aware of the observer’s presence and intentions can vary. On the other hand, content analysis is conducted on the product of the action, including data from diaries or logs, with the analyst not being present when the action is performed. Both can involve the analyst in devising a system for classifying the material being analysed. Therefore, both need to have the validity and reliability of such classificatory systems examined.
