Features Of Observation Method:
(1)Â Â Observation means accurate watching and noting. It can be conducted by watching a customer or by using mechanical devices like eye camera
(2)Â Â Observation method is reliable, accurate and scientific. It is useful for the collection of primary data
(3)Â Â Observation is always selective as consumer behaviour relating to specific aspects (relating to research project) will be studied.
(4)Â Â Observation may be physical or mental or both in character.
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