Research Methods

OBSERVATION RESEARCH METHOD Observation methods for researching consumer behaviour are widely used. This type of method also includes the use of mechanical/technological means and scanning. Observation is, as it sounds, a research method used by observing/monitoring individuals/groups of consumers in order to evaluate various factors and areas of a business plus consumer behaviour. ¡§Observation involves the personal or mechanical monitoring of selected activities.¡¨ Essentials of Marketing Research - Tony Proctor - 2nd …

…method with interviews. As computers are becoming more ¡¥intelligent¡¦ and accurate they are playing a bigger part in the decoding and deciphering of data that occurs in such research methods as the diary. The software being used to do this is relatively new and not without its teething problems. However, technical improvements in this software may greatly reduce the cost in a highly effective research technique and so advances in this field merit future attention.