In context[edit]

Observational research is a method of data collection that has become associated with qualitative research. [1] Compared with quantitative research and experimental research, observational research tends to be less reliable but often more valid. The main advantage of observational research is flexibility. The researchers can change their approach as needed. Observational research measures behavior directly, rather than the subject's self-reports of behavior or intentions. The main disadvantage is it is limited to behavioral variables. It cannot be used to study cognitive or affective variables.

Covert observational research – The researchers do not identify themselves. Either they mix in with the subjects undetected, or they observe from a distance. The advantages of this approach are: (1) It is not necessary to get the subjects' cooperation, and (2) The subjects' behaviour will not be contaminated by the presence of the researcher. Some researchers have ethical misgivings with the deceit involved in this approach.

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Overt observational research – The researchers identify themselves as researchers and explain the purpose of their observations. The problem with this approach is subjects may modify their behaviour when they know they are being watched. They portray their "ideal self" rather than their true self in what is called the . The advantage that the overt approach has over the covert approach is that there is no deception (see, for example, PCIA-II[4]

Hawthorne Effect

Participant Observation – The researcher participates in what they are observing so as to get a finer appreciation of the phenomena.

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Generally, there are three methods used to collect data in observational research:[2]

products

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In marketing research, the most frequently used types of observational techniques are:

Russell W. Belk (ed), Handbook of Qualitative Research Methods in Marketing, Edward Elgar Publishing, 2006

Constance T. Fischer (ed), Qualitative Research Methods for Psychologists, Elsevier, 2006