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The Observation
Abstract
This chapter discusses the observational technique as a scientific method that includes a broad spectrum of techniques, which could be classified in several ways. On the basis of the observation concept, its characteristics, advantages, and inconveniences are described. A quick run-through of the deployment of observation in other social sciences such as psychology, sociology, and anthropology is made, noticing to what extent market research has leveraged the latest advances in these areas, most specifically in psychology. It analyzes how to run the sampling in observation and also presents the registry and coding process. After the description and classification of the different observation types, a special mention is made to ethical aspects. Throughout this chapter the authors expose real research cases in which observation has being applied.
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