Observational Research

Definition

Research in which the investigator observes and records behavior without manipulating variables.

Example

A researcher wishes to gain a better understanding of consumer behavior in big box stores. The researcher observes customer behavior as they interact with products in the store, and records his observations. There is no interaction with the customers.

Why It Matters

Observational research helps us understand how people actually behave, not just how they say they behave. By watching and recording real-world actions without interfering, researchers can spot patterns and insights that might be missed in surveys or experiments. It’s especially useful when studying natural behaviors or situations where asking questions might change the outcome.

Related Terms

• qualitative research