The Scope of Observation Research in the Collection of Qualitative Data

Introduction There has never been a tougher time to run a business. Confronted with this dynamic atmosphere companies today are discovering the importance of maximizing the value of information provided by research. Companies that transform information into a competitive asset can turn even the toughest challenges into opportunities. Capitalizing on the information a company owns about its business processes, employees, customers, suppliers and partners is the new competitive edge, as it will act as capital …

…responses of respondents. *<Tab/>When questioning respondents, certain facts may be withheld from the interviewer. Respondents often cannot and sometimes will not report information accurately. This can be eliminated with the use of observation research. *<Tab/>Observation can counter the high refusal rates in some markets. *<Tab/>Research conducted by way of observation does not interfere with the respondents day to day life.