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Observational marketing research is a qualitative method of collecting and analyzing information obtained through directly or indirectly watching and observing others in natural or planned environments.
Observational research, also known as field research, is a category of market information collection in which the researcher observes ongoing behaviors of the study participants. It is used with participants in naturally occurring situations.
Observation is a market research technique in which highly trained researchers generally watch how people or consumers behave and interact in the market under natural conditions. It is designed to give precisely a detailed and actual information on what consumers do . Observational research is a method of data collection that has become associated with qualitative research.  Compared with quantitative research and experimental research, observational research tends to be less reliable but often more valid [ citation needed ].
This article provides an overview of 6 different type of market research methods, including secondary research, surveys, focus groups, interviews, observational research, and experiments. As with most research methods, observational research works best in tandem with other methods. A focus group, for instance, could outline thoughts and opinions, while observation showcases actual behavior in real-life situations.