By using observational research, a more complete picture can be obtained with a larger field being explored and more data being processed at one time. Observation also enables the observer to see, first hand, the methods progress and manipulate research into relevant information, minimising the obsolete.
Observing behaviour is valuable for a company to meet aims as the hands-on approach can reveal information, which is obscure and otherwise unknown. In such cases, behaviour and immediate responses from consumers can be recorded, helping to develop new identities for say, various products, based on this information.
¡§Encourage customers to buy on the basis of that understanding.¡
Financial Times - Alison Smith - 5th December 1997
Often, activities need to be observed under un-interfered and 'normal¡ circumstances to assure authenticity and reliability of results.
Observation can ultimately be achieved without contact or even awareness from subjects and so can remain informal and relatively un-noticeable.
In example, mystery shoppers can effectively observe the situation in reality and without data being compromised.
¡§It is used to find out how things are done in practice.¡
¡§The information is usually obtained under normal or near normal conditions and the researcher intervenes only to gather, not to alter the environment.¡
Essentials of Marketing Research - Tony Proctor - 2nd ED - 2000
Also attributed to observation is the fact that is remains essentially unstructured, enabling observers to obtain and recording new and unpredicted findings effectively and efficiently.
¡§Unlike controlled studies, such as surveys and experiments¡Kavoid prejudgement of the nature of the problem.¡
Shaffier et al - 1980 - pg17 (www.ship.edu)
That observation needs certain conditions to be effective, is in itself, a negative aspect.
Observational research is perceptive to conditions, which in so...