Market Research-Observation

In this session the focus was on observation.  Ideally, observation should not be used in isolation.  The following are the methods of observation used in research.

1. Natural/contrived situations
2. Open/disguished 
3. Structured/unstructured
4. Human/machine
5. Direct/indirect

There are a number of advantages of observation.

1. Allows you to get a feel for how the respondent actually behaves
2. If the respondent fails to respond, the researcher can still observe their behaviour
3. Some forms of data are gathered more quickly by observing

Disadvantages

1. Can't question the behaviour
2. Observation research can be timely and costly
3. Behaviour display today may not be a reliable indicator for future behaviour