Observation Method

The observation method is the most commonly used method especially in studies relating to behavioral sciences. In a way we all observe things around us, but this sort of observation is not scientific observation. 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 investigator’s own direct observation without asking from the respondent. For instance, in a study relating to consumer behavior, the investigator instead of asking the brand of wrist watch used by the respondent, may himself look at the watch.

Advantage;

The main advantage of this method is that subjective bias is eliminated, if observation is done accurately.

Secondly, the information obtained under this method relates to what is currently happening; it is not complicated by either the past behavior or future intentions or attitudes.

Thirdly, this method is independent of respondents’ willingness to respond and as such is relatively less demanding of active cooperation on the part of respondents as happens to be the case in the interview or the questionnaire method.

Limitation;
Observation method has various limitations.
Firstly, it is an expensive method.
Secondly, the information provided by this method is very limited.
Thirdly, sometimes unforeseen factors may interfere with the observational task. At times, the fact that some people are rarely accessible to direct observation creates obstacle for this method to collect data effectively.