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Marketing
2017, vol. 48, iss. 2, pp. 86-95
article language: Serbian
document type: Preliminary Report
published on: 05/04/2018
doi: 10.5937/Markt1702086V
Creative Commons License 4.0
Observation method in marketing research
aVisoka železnička škola strukovnih studija, Beograd
bUniversity of Belgrade, Technical Faculty, Bor

e-mail: mvukovic@tfbor.bg.ac.rs, driznic@tfbor.bg.ac.rs

Project

The sustainability of the identity of Serbs and national minorities in the border municipalities of eastern and southeastern Serbia (MESTD - 179013)

Abstract

In this paper, the key features of observation, as a specific research method that is used to research various social phenomena (including business and marketing), have been considered. The study focuses on the advantages and drawbacks of this method during its application. Also, an observation method is compared to the other methods to collect data, especially to survey which uses recognizable measurement instruments (questionnaire and interview, first of all). This analysis has shown that observation, if it is conducted in a systematic way, may be a more objective method than the survey.

Keywords

observation; types of observation; advantages and drawbacks; survey

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