Page 112 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes In the undisguised method, observations may be restrained due to induced error by the objects
of observation. The ethical aspect of disguised observations is still open to question and debate.

Direct-Indirect Observation

In direct observation, the actual behaviour or phenomenon of interest is observed. In indirect
observation, the results of the consequences of the phenomenon are observed. Suppose, a
researcher is interested in knowing about the soft drinks consumption of a student in a hostel
room. He may like to observe empty soft drink bottles dropped into the bin. Similarly, the
observer may seek the permission of the hotel owner to visit the kitchen or stores. He may carry
out a kitchen/stores audit, to find out the consumption of various brands of spice items being
used by the hotel. It may be noted that the success of an indirect observation largely depends on
"how best the observer is able to identify physical evidence of the problem under study".
Human-Mechanical Observation

Most of the studies in marketing research are based on human observation, wherein trained
observers are required to observe and record their observation. In some cases, mechanical
devices such as eye cameras are used for observation. One of the major advantages of electrical/
mechanical devices is that their recordings are free from any subjective bias.

Did u know? It is easier to record structured observation than non-structured observation.

6.2.2 Advantages of Observation Method

1. The original data can be collected at the time of occurrence of the event.

2. Observation is done in natural surroundings. Therefore, the facts emerge more clearly,
whereas in a questionnaire, experiments have environmental as well as time constraints.
3. Sometimes, the respondents may not like to part with some of the information. Such
information can be obtained by the researcher through observation.
4. Observation can also be done on those who cannot articulate.
5. Any bias on the part of the researcher is greatly reduced in the observation method.

6.2.3 Limitations of Observation Method

1. The observer might wait for longer period at the point of observation. And yet the desired
event may not take place. Observation is required over a long period of time and hence
may not occur.
2. For observation, an extensive training of observers is required.
3. This is an expensive method.
4. External observation provides only superficial indications. To delve beneath the surface is
very difficult. Only overt behaviour can be observed.
5. Two observers may observe the same event, but may draw different inferences.
6. It is very difficult to gather information on (1) Opinions (2) Intentions.

106 LOVELY PROFESSIONAL UNIVERSITY