Meaning: The recording of behavioral patterns of

people, objects, and events in a systematic manner to

obtain information about the phenomenon of interest.
Classifications:
1.

Structured Vs. Unstructured

2.

Disguised Vs. Undisguised

3.

Natural Vs. Contrived

 Structured:

The researcher clearly defines the

behaviors to be observed and the methods by

which they will be measured.
Unstructured:

Monitoring

the

relevant

phenomenon without specifying the details in

advance. (Ex: A hypothesis to be tested)

Disguised: Respondents are unaware of

the presence of an observer. (Ex: Hidden
Camera,

Observers

presence

as

an

executive of the outlet or clerk at the

cash counter, etc.)

Undisguised: Respondents are aware of

the presence of an observer.

 Natural:

Observing behaviour as it takes place in

the environment: Ex: Observing the behavior of a

respondent eating fast food in a restaurant.
Contrived:

Behavior observed in an artificial

environment. Ex: Laboratory experiment & Test

kitchen.

1.

Personal Observation : Observing & Recording Phenomenon as it

occurs. (ex: in store observation helps to decide store layout and shelf
location based on traffic counts)

2.

Mechanical Observation : Mechanical devices make the observation.

(ex: Audimeter & people meters, turnstiles.

3.

Audits : Examining physical records & performing inventory analysis.

(Ex: Pantry audit: researcher inventories the brands, quantity &
package size of the products in a consumers house)

4.

Content analysis : Systematic objective & quantitative description of

the manifest content of the communication.

5.

Trace analysis :Data collection is based on physical traces, or evidence

of past behaviour.

Criteria/
Observation
Methods

Personal
Observation

Mechanical
Observation

Audit

Content
Analysis

Trace
Analysis

Degree of
Structure

Low

Low to High

High

High

Medium

Degree of
Disguise

Medium

Low to High

Low

High

High

Ability to
Observe in
natural
settings

High

Low to High

Low

High

High

Observation
bias

High

Low

Low

Medium

Medium

Analysis Bias High

Low to
Medium

Low

Low

Medium

General
Remarks

Can be
Intrusive

Expensive

Limited to
Communicati
ons.

Method of
Last Resort.

Most Flexible

 Permits

measurement of actual behavior rather

than reports of intended or preferred behavior.

Interviewing

process is eliminated so no reporting

bias.
Certain

behavioral patterns can be noted only

through observation.
Costs

less than survey method.

 Reasons

for observed behavior may not be

obtained.
Bias
In

in researchers perception.

some cases it is unethical.

Time

consuming & expensive in some cases.