Qualitative Research Techniques - Observation Techniques
3 important questions on Qualitative Research Techniques - Observation Techniques
What are observation methods?
Observation methods are techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented
What is the advantage of observational data?
Observational research has the advantage of seeing what consumers actually do instead of relying on their self-report of what they think they do
What are the major limitations of observational data?
The major disadvantages of observational data are the generally small sample size, which may not be representative of the population, and the inability to determine consumers’ motives, attitudes, and intentions
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