disadvantages of observation
Answers
Answer:
1. Lack of competence of the observer
The lack of competence of the observer may hamper the validity and reliability of observation. The observer must have a clear perspective of the nature of the consumer behavior. He/she should also have a valid frame of reference and a freedom from personal bias.
2. Lack of clarity
The observer tends to see only the things which he wants to see. All human beings who are exposed to the same situations do not necessarily perceive the same thing. Various observers observing the same event report details which are influenced by observer’s strong personal interest, emotion, motivation, etc.
An observer must rely on his memory for construction of his observation. In such cases, he should record his observation immediately after an observation. Thus, the recording, if not proper, defeats the very purpose of observation.
3. Little control over physical situation
The subject matter of observation may be samples of rarely occurring behavior. The observer may fail to obtain an adequate sample of data on which he has to base his conclusions. He has little control over the physical situation. This is particularly true in an unstructured situation where so many things occur simultaneously and it becomes difficult to attend to them all.
Hope it helps
❥ Demerits, disadvantages or limitations of observation in marketing research
- Lack of competence of the observer. The lack of competence of the observer may hamper the validity and reliability of observation.
- Lack of clarity.
- Little control over physical situation.
- Unmanageable data.
- Possibility of distortion.