Observation research can be either a qualitative research approach or a quantitative research approach depending upon how it is conducted.

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Observation research can be either a qualitative research approach or a quantitative research approach depending upon how it is conducted. Naturalistic inquiry and ethnography are examples of qualitative observational approaches, whereas observation can also be quantitative when the subjects are systematically observed interacting with a product and reacting to other components of the marketing mix and the environment-for example in the systematic study of garbage, or garbology.

Observation Research Can Be Either a Qualitative Research Approach or a Quantitative