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The collection of data by observing behaviours or actions. Observational research is often used in focus groups where a two-way mirror allows people to view the reactions and behaviours of the respondents. Though observational research only provides information on current behaviour, it is nonetheless a very inexpensive and accurate way of providing behavioural data. This type of research is also extremely useful when it is difficult to persuade the respondents to verbalize their behaviours or thoughts.
Subjects: Marketing.
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