A market research study in which notes are taken by an observer on the behavior of participants involved in the study.

Unstructured observation refers to a technique used in observation as devise to collect of primary market research data. During this observation a monitor may note key disadvantages and advantages to the product or service being observed. Key components of this observation are reported and developed into a concise hypotheses. However, criticism of this practice may be that the report contains tonal bias.

See also
Unstructured Question
Market Research
Tonal Bias
Data Collection
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