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Observational marketing research is a qualitative method of collecting and analyzing information obtained through directly or indirectly watching and observing others in natural or planned environments.
An extensive array of research methods used with the intention of observing consumer interactions with products and services in their natural surroundings. The main advantage to conducting observational research in business is that the consumer are often unaware they are being monitored allowing the researcher to make an objective analysis.
Observation, as the name implies, is a way of collecting data through observing. Observation data collection method is classified as a participatory study, because the researcher has to immerse herself in the setting where her respondents are, while taking notes and/or recording. Observational research is particularly prevalent in the social sciences and in marketing. It is a social research technique that involves the direct observation of phenomena in their natural setting.
Even though observation methods for business analysis are pretty simple, there are three different approaches you can use for observing a business user in action: Pure observation without interaction: In this model, you simply show up, remain quiet, and watch the person work. Observation with interaction: Here, you do get to interact with the person [ ]. Observational research, also known as field research, is a category of market information collection in which the researcher observes ongoing behaviors of the study participants. It is used with participants in naturally occurring situations.