Advantages/Merits Of Observational Technique:
(1) Accuracy: Observational techniques are highly accurate They reduce interviewer’s bias. A trained field worker is not likely to exert a bias in any direction of research The information available from observation is more objective and reliable than available through survey method.
(2) Factual information available: It provides factual information into new areas of research.
(3) Records events as they occur: In observational method, the events are recorded as they occur. The researcher is not dependent on the respondent for the supply of correct information.
(4) Economical: Observational method is economical as preparation of a questionnaire, etc., are not required.
(5) Objective data available: The data collected by observation method are more objective and accurate. Here, an attempt is made to avoid biases through memory, lapses, halo effects or other sources by observing respondents behaviour.
(6) More accuracy in mechanical devices: Mechanical devices can be used to collect facts which will reduce the cost of data collection and the information collected is also accurate.
(7) Effective method: Observational method is found to be quite effective and useful in researches related to marketing problems.
Â
One Comment