Observation involves studying the actions of subjects in their social setting. According to author R. Power, observation allows for the social meanings of the behaviour of the target population to be interpreted. Observation can be overt or covert, although Hudelson suggests there are ethical issues with covert observation.
Observation originates from the social science discipline of anthropology, which studies relationships in social settings. The American academic Margaret Mead popularized this technique, and she is considered the most renowned anthropologist throughout history.
Qualitative research methods generally produce a lot of raw data. According to Sewell, this data needs to be categorized and interpreted to be meaningful. Interpretation is an essential part of the data analysis process, as the results gained thereby can provide answers to the original research question.
According to Power, the researcher's theoretical perspective will inform the type of data analysis implemented. Common theories include feminist and critical perspectives. Sewell suggests that analysis may include language patterns, reoccurring themes or narrative structuring.