Unobtrusive research (or unobtrusive measures) is a method of data collection used primarily in the

social sciences Social science is one of the branches of science, devoted to the study of societies and the relationships among individuals within those societies. The term was formerly used to refer to the field of sociology, the original "science of so ...

. The term "unobtrusive measures" was first coined by Webb, Campbell, Schwartz, & Sechrest in a 1966 book titled ''Unobtrusive Measures: nonreactive research in the social sciences''. The authors described methodologies which do not involve direct elicitation of data from the research subjects. Unobtrusive measures are contrasted with

interviews An interview is a structured conversation where one participant asks questions, and the other provides answers.Merriam Webster DictionaryInterview Dictionary definition, Retrieved February 16, 2016 In common parlance, the word "interview" r ...

and

questionnaires A questionnaire is a research instrument that consists of a set of questions (or other types of prompts) for the purpose of gathering information from respondents through survey or statistical study. A research questionnaire is typically a mix of ...

, in that they try to find indirect ways to obtain the necessary data. The unobtrusive approach often seeks unusual data sources, such as garbage,

graffiti Graffiti (plural; singular ''graffiti'' or ''graffito'', the latter rarely used except in archeology) is art that is written, painted or drawn on a wall or other surface, usually without permission and within public view. Graffiti ranges from s ...

and

obituaries An obituary (obit for short) is an article about a recently deceased person. Newspapers often publish obituaries as news articles. Although obituaries tend to focus on positive aspects of the subject's life, this is not always the case. Acc ...

, as well as more conventional ones such as published statistics. Unobtrusive measures should not be perceived as an alternative to more reactive methods such as interviews, surveys and

experiment An experiment is a procedure carried out to support or refute a hypothesis, or determine the efficacy or likelihood of something previously untried. Experiments provide insight into Causality, cause-and-effect by demonstrating what outcome oc ...

s, but rather as an additional tool in the tool chest of the social researcher. Unobtrusive measures can assist in tackling known biases such as selection bias and

experimenter's bias Observer bias is one of the types of detection bias and is defined as any kind of systematic divergence from accurate facts during observation and the recording of data and information in studies. The definition can be further expanded upon to inclu ...

. Webb and his colleagues emphasize the importance of triangulating the results obtained through various methodologies, each with its own unique set of (usually unknown)

biases Bias is a disproportionate weight ''in favor of'' or ''against'' an idea or thing, usually in a way that is closed-minded, prejudicial, or unfair. Biases can be innate or learned. People may develop biases for or against an individual, a group, ...

. The proliferation of digital media opened a new era for communication researchers in search of unobtrusively obtained data sources. Online communication creates

digital footprint Digital footprint or digital shadow refers to one's unique set of traceable digital activities, actions, contributions and communications manifested on the Internet or digital devices. Digital footprints can be classified as either passive or a ...

s that can allow an analysis of data that are obtained through unobtrusive methods, and are also massively larger than any

corpora Corpus is Latin for "body". It may refer to: Linguistics * Text corpus, in linguistics, a large and structured set of texts * Speech corpus, in linguistics, a large set of speech audio files * Corpus linguistics, a branch of linguistics Music * ...

obtained via elicitation and human

transcription Transcription refers to the process of converting sounds (voice, music etc.) into letters or musical notes, or producing a copy of something in another medium, including: Genetics * Transcription (biology), the copying of DNA into RNA, the fir ...

. These footprints can now be used to analyze topics such as the content of communication events, the process of communication, and the structure of the communicative network. The surge of Internet-sourced research data rekindled the discussion of the

ethical Ethics or moral philosophy is a branch of philosophy that "involves systematizing, defending, and recommending concepts of right and wrong behavior".''Internet Encyclopedia of Philosophy'' The field of ethics, along with aesthetics, concerns ma ...

aspects of using unobtrusively obtained data. For example, can all data collected in the public domain be used for research purposes? When should we seek

consent Consent occurs when one person voluntarily agrees to the proposal or desires of another. It is a term of common speech, with specific definitions as used in such fields as the law, medicine, research, and sexual relationships. Consent as und ...

, and is it realistic to require informed consent from sources of unobtrusively collected data? These questions do not have a simple answer, and the solution is a result of a careful and ongoing dialog between researchers, and between researchers and society.

References

* Lee, R. M. (2000).
Unobtrusive Methods in Social Research
'. Open University Press. * Webb, E. J.; Campbell, D. T.; Schwartz, R. D. & Sechrest, L. (2000). ''Unobtrusive Measures''; revised edition. Thousand Oaks: Sage Publications Inc. {{ISBN, 0-7619-2011-0 Social science methodology Data collection in research