What does observation research enable a researcher to do?

Observation research enables a researcher to record behavioral patterns by directly observing subjects in a natural or controlled environment. This method captures real-time actions, interactions, and nuances of behavior that might not be accurately conveyed through self-reported data or surveys. By observing participants, researchers can gain insights into how individuals behave in specific situations, which helps identify trends and patterns relevant to their study. Such observations can reveal information about motivations, habits, and decision-making processes that might be missed through other research methods. This qualitative approach is particularly useful in fields such as consumer behavior, where understanding the context of actions is critical.