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Introduction There has never been a tougher time to run a business Confronted with this dynamic atmosphere companies today are discovering the importance of maximizing the value of information provided by research Companies that transform information into a competitive asset can turn even the toughest challenges into opportunities Capitalizing on the information a company owns about its business processes employees customers suppliers and partners is the new competitive edge as it will act as capital that earns high returns Information gathered through research will help organizations to understand their employees and customers instead of just processing them optimize relationships with suppliers instead of just buying from them and align the organization for the future instead of waiting to react Information acts as the new value proposition for sustainable long term growth Data collected and subsequently processed turns into information There are a number of techniques available for collecting business data One such technique is observation research Observation offers researchers a distinct way of collecting data As well as asking people what they do and want they think observation research looks at what people actually do Observation research recognizes the fact that information is held in the behaviour of people Information gathered through observation research enable decision makes to yield useful hypothesis about employeeconsumer behaviour Observation research encompasses the gathering of primary data by observing relevant people actions and situations It is a non-verbal means of obtaining primary data Observing how people actually work or how consumers actually behave can point decision makers in directions that pure market data would not necessarily do Literature Review Dimensions of Observational Techniques Natural Vs ContrivedNatural Observing behaviour as it occurs normally in the environment The observation scenario is not created Contrived Observing behaviour in an artificial environment The researcher sets the scenario Disguised Vs UndisguisedDisguised The people being observed are not aware that they are being observed Undisguised The subjects
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