The Association for Qualitative Research
The Hub of Qualitative Thinking

Observation

Deriving understanding of an activity or group by watching it. In qualitative market research practice, some 'pure' observation is carried out (for example, watching shoppers in-store) but observation is often accompanied by a degree of interaction between observer and observed. For example, researchers might go to a social event with respondents, not only watching but also joining in the activity, while also asking some questions and talking to participants about what is going on.

Synonyms, Acronyms and Abbreviations

  • Participant observation

Related Terms

 

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