Data collection strategies which use observation of subjects as a means to collect data. These techniques generally involve attempts by the observer to not alter or change the behavior being observed.

A research method of careful and systematic assessment and coding of overt behavior. go to glossary index

Data-gathering methods that allow the researcher to gain a close-up and thorough picture of service phenomena.

Observational techniques are used to look at the behavior of the test taker, sometimes during the examination and sometimes in naturalistic situations. In behavior assessment self-observation is sometimes used; the client is asked to keep a log or diary of her behavior. Situational tests require raters to observe individual behavior during the test.

In marketing and the social sciences, observational research (or field research) is a social research technique that involves the direct observation of phenomena in their natural setting. This differentiates it from experimental research in which a quasi-artificial environment is created to control for spurious factors, and where at least one of the variables is manipulated as part of the experiment.