GASPRO International Journal of Eminent Scholars

ABSTRACT

The study sought to assess observation technique as a suitable data collection technique for research services. Data collection is one of the most important stages in conducting a research. It is a very demanding job which needs thorough planning, hard work, patience, perseverance and more to be able to complete the task successfully. Regardless of the field of study or preference for defining data (quantitative, qualitative), accurate data collection is essential to maintaining the integrity of research. Observation is a systematic data collection approach. Researchers use all of their senses to examine people in natural settings or naturally occurring situations. The above assertions explain that observational technique of data collection for qualitative research purposes is crucial in social sciences as human behavior cannot be quantified but it was observed that, data derived from human observers also play an important role in some laboratory settings. The study concluded that observation is an effective method because it is straightforward and efficient: Gathering firsthand information in the field gives the observer a holistic perspective that helps them to understand the context in which the item being studied operates or exists. The study therefore recommended that the researcher must be fully trained on the proper use of the observation technique to maintain the pretense of a participatory role, and to evade cases of bias and subjectivity which might affect the accuracy and reliability of the data.

KEY WORDS: Observational Technique Suitable Data Collection Technique, Buying Behavior, Accuracy, Reliability