This type of method also includes the use of mechanical/technological means and scanning.

Observation is, as it sounds, a research method used by observing/monitoring individuals/groups of consumers in order to evaluate various factors and areas of a business plus consumer behaviour.

"Observation involves the personal or mechanical monitoring of selected activities."

Essentials of Marketing Research - Tony Proctor - 2nd ED - 2000

"Observing how people behave in different surroundings or how they handle pieces of equipment is valuable in helping a company meet a specified aim, such as entering a new market, and in developing products to meet future needs that consumers have not yet recognised."

Financial Times - Alison Smith - 5th December 1997

Observational research is increasing in utility, due to the progression of technology, allowing for advanced surveillance material/technology to make it easier to both obtain and analyse relevant data.

"Dorothy Leonard, writing in the current issue of the Harvard Business Review, identifies five types of information available from observationKthe triggers that prompt people

„« Self completion research methods are reliant on the subjects literary and reflective skills. Therefore, only consumers with a certain standard of literacy would be able to participate in such a research method. The sample picked in this example would be biased and would not be fully representative of the market.

All three methods have he possibility of being influenced by bias. Although all are affected to certain degrees, observation, on the outset, seems to be the one most effected by this as events are only interpreted through the researchers eyes.

Observation can ultimately be achieved without contact or even awareness from subjects and so can remain informal and relatively un-noticeable.

"Unlike controlled studies, such as surveys and experimentsKavoid prejudgement of the nature of the problem."

Arguably the research method that reduces the amount of possible mistakes occurring in translation and keeps info as accurate as possible would be the observational method. Due to the fact that no information has to be recalled such as the follow-up interview research method or even diary method as no data is changed or corrupted.

Some common words found in the essay are:
Diary Interview, METHOD Qualitative, Alison Smith, Tony Proctor, RESEARCH METHOD, Survey OPCS, Boeree Participant, METHOD Observation, Business Review, Hague Jackson, research method, research methods, diary method, observational research, positive aspects, negative aspects, marketing research tony, financial times, times alison, alison smith, 2nd ed 2000, smith 5th, proctor 2nd ed, research tony proctor, tony proctor 2nd,
Approximate Word count = 2118
Approximate Pages = 8 (250 words per page double spaced)