Observation becomes a scientific tool and the method of data collection for the researcher when it serves a formulated research purpose is systematically planned and recorded and is subjected to checks and controls on validity and reliability.
Under the observation method the information is sought by way of investigators own direct observation without asking from respondent
EXAMPLE
In a study relating to consumer behaviour the investigator instead of asking the brand of wristwatch used by the respondent may himself look for the watch.
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