Answer to Question #144591 in Marketing for Shaun Shadrick

Question #144591
What should a researcher consider when collecting observational data?
Expert's answer

A researcher might consider a number of issues when carrying out observational research;

For example;

  • What is it that he/she wants to observe?
  • What recording method is the best?
  • What questions and techniques are appropriate?

The researcher might also consider ethical issues involved in observing subjects. For instance, a hidden observation may raise issues of privacy. On the other hand, if the researcher obtains permission to observe someone, the respondent might not act naturally. The researcher in this case need to take into consideration the following;

  • Is the behavior to be observed normally performed in public where it is expected that other people can observe it?
  • Is the behavior performed in a setting where anonymity of the subjects is guaranteed/
  • Has the subject(s) agreed to be observed? e.t.c.

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