• It is the process of recognizing people, objects and occurrences rather than asking for information.
• Instead of asking consumers what brand they buy the researchers arrange to observe what products are brought.
• E.g. a large food retailer tested a new slot-type shelf arrangement for canned foods by observing shoppers as they used the new shelves.
Advantages of observation method
1. When the researcher observes and records events, it is not necessary to rely on the willingness and ability of respondents to report accurately.
2. The biasing effects of interviewers or their phrasing of the questions is either eliminated or reduced.
3. Data collection by observation is more objective and hence more accurate.
Disadvantages of observation method
1. Researchers have recognized the merits of observations opposed to questioning, yet the vast majority of researchers continue to rely on the use of a questionnaire.
2. The most limiting factor in the use of observation is the inability to observe things such as attitudes, motivation, etc.
3. Events of more than short-term duration such as a family’s use of leisure time and personal activities such as brushing of teeth are better discussed with questionnaires.
4. In some observational studies it is impractical to keep the respondent from knowing that they are being observed. This results in a biasing effect.
5. Cost is another major disadvantage.
E.g. To observe the customers who come in to buy canned milk, an observer has to wait for the customers to come in and buy the milk.
• It is the process of recognizing people, objects and occurrences rather than asking for information.
• Instead of asking consumers what brand they buy the researchers arrange to observe what products are brought.
• E.g. a large food retailer tested a new slot-type shelf arrangement for canned foods by observing shoppers as they used the new shelves.
Advantages of observation method
1. When the researcher observes and records events, it is not necessary to rely on the willingness and ability of respondents to report accurately.
2. The biasing effects of interviewers or their phrasing of the questions is either eliminated or reduced.
3. Data collection by observation is more objective and hence more accurate.
Disadvantages of observation method
1. Researchers have recognized the merits of observations opposed to questioning, yet the vast majority of researchers continue to rely on the use of a questionnaire.
2. The most limiting factor in the use of observation is the inability to observe things such as attitudes, motivation, etc.
3. Events of more than short-term duration such as a family’s use of leisure time and personal activities such as brushing of teeth are better discussed with questionnaires.
4. In some observational studies it is impractical to keep the respondent from knowing that they are being observed. This results in a biasing effect.
5. Cost is another major disadvantage.
E.g. To observe the customers who come in to buy canned milk, an observer has to wait for the customers to come in and buy the milk.
