Effects of Researcher’s Preconceived Notions.
Researchers must take care not to let their prior theoretical framework or preconceived notions blind them to contrary events in a social setting. Strong prior notions of where to look and what data are relevant may inhibit a researcher from noticing other relevant or disconfirming evidence. For example, a researcher expects violent conflict between drug addicts and their children and notices it immediately, but fails to see that they also attempt to form a loving relationships.
Unconscious Nonreporting. Some events appear to be insignificant and not worthy of being reported in the mind of a researcher. Yet, if detailed observations are recorded, a critical rereading of notes looking for negative cases may reveal overlooked events. For example, at first a researcher does not consider company picnics to be important. However, after rereading data notes and careful consideration, he or she realizes that they play an important symbolic role in building a sense of community.