Observation (In data gathering)

• Observation is primary research so is valid/reliable

• Observer can check the accuracy of the data themselves

• Observation can be applied to almost any scenario where no verbal

responses are possible/obtainable

• Observation does not require agreement of participants so no need for

observer to ask

• People being observed do not have to give up time to answer questions/give

data

• Observation is not effective for uncertain events as event may take place

when observer not present/blinks

• Some events/phenomena cannot be observed...

• ...feelings/emotions are not observable so observation is ineffective

• Observation is unreliable for social phenomena as bias by observer is

difficult to remove/compensate for

• Observers need to have the technical knowledge of what they are observing

to be able to make valid observations of a process

• Observation can be a slow method of research

• Observation results are difficult to validate.