Limitations Of Observational Technique:
(1) Certain elements are missed: Observational method has no capacity to observe attitudes, motivations and intentions of customers. These elements can be observed only when they are converted into action. It is also difficult to pinpoint them as human behaviour is the net result of many drives and urges.
(2) Human errors possible: Observational methods are used by observers who are human beings and are subject to errors and mistakes. Even highly experienced observers are likely to make mistakes while observing their respondents.
(3) Purpose is defeated, if secrecy is not maintained: In some observational studies, the respondent gets the idea that he is participating in a test. He knows that he is being observed. Such situation will defeat the every purpose of observation.
(4) Costly method under certain situations: Observational method is economical when used for observing events occurring rapidly. It proves to be costly when the events to be observed do not occur at rapid intervals. In addition, properly trained observers are required to be appointed. This makes survey work expensive.
(5) Observer’s bias: Field observers bias may creep in and thereby making the observations faulty. Even faulty observation by the observer may prove to be dangerous.
(6) Limited application: Observation method has limited application. It tells about what actually happened but it cannot tell as to why it so happened
(7) Needs support of personal interview: Observation method needs the support of personal interview in order to understand the motives, attitudes and opinions of individuals/consumers It is useful as a supplement of personal interview method
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