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◆ It relates to what is currently happening and is not affected
                    by either the past behaviour or future intentions or attitudes.

                     ◆ It is relatively  less demanding  of active  cooperation  on
                    the part of respondents when compared to interview or the
                    questionnaire method.
                  Disadvantages

                     ◆ The researcher needs to possess high observation skills as the
                    researcher’s findings are limited to those observed.

                     ◆ It is time taking and costly.

                     ◆ The information provided by this method is very limited.

                     ◆ Sometimes  unforeseen  factors  may  interfere  with the
                    observational task.

                  Component of process of observation

                     ◆ Sensation- implies the attentiveness gained by the researcher
                    through sense organs like seeing an advertisement.
                     ◆ Attention- is the ability to concentrate on the element observed
                    like how keenly have you watched the advertisement?

                     ◆ Perception- means to interpret the meaning of what has been
                    observed like you now have a perception about the product
                    after watching the advertisement.
                  ii. Interview

                  Interview is one of the popularly used tools for the collection
                of primary data. This technique involves collecting data related          ◆ Face to face
                to a social problem verbally. There is face to face communication        communication
                in the interview method. The person who takes the interview is
                called interviewer and the one who gives the interview is called
                interviewee.
                  Process of interview

                  Interview involves the following process:
                     ◆ Preparation: Proper planning is necessary for conducting a
                    fruitful interview. The interviewer must be clear as to what he
                    is going to ask? To whom shall he ask? The list of respondents
                    and the schedule must be kept ready. The interviewer must
                    take all measures to take down or record the interview.
                     ◆ Introduction:  The  interviewer  must  properly  introduce
                    himself/  herself to the respondents so that  they get to
                    know who is going to conduct and what is the purpose of
                    the interview? This can be done by approaching a superior




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