Observational research is a method of collecting primary data by observing appropriate people, actions, and situations. The researcher collects data by watching what people do, rather than asking them questions.
This method is particularly useful for studying behavior and for uncovering information that people would be unwilling or unable to disclose (e.g., how they arrange their shopping carts at the store). The disadvantage is that it cannot explain the motives, attitudes, or inner thoughts of the person being observed.
