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