Observation: A Research Method You Can Believe

Observational research is a traditional method that involves watching people to collect data. It is interesting as well as tell you a great deal about them. Suppose that you were to ask people how they make a cup of tea. It is highly likely that they will tell you that take a pan, add water, add tea leaves, add some milk, and then add some sugar. However, if you observe people you will find many other interesting things. For example, how much water they add, do the boil the water first or the milk first, when do they add sugar, what they do while the kettle is boiling, do they stir the tea while it is boiling etc. All these questions and observations may look trivial to you but they can provide great depth of insights to a tea manufacturer who is looking for a way to enter the market.

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