When it comes to reliability, some researchers call self-reported research the Achille’s heel of survey data collection. The reason? Self-reported research is sometimes inaccurate and thwarted by a participant’s own biased perception. When the reliability of survey research comes into question and market researchers need accurate data to inform marketing, product, and business decisions, observational research is the ideal solution.
Download the eBook to discover:
- The three main types of observation research + differences and overlaps
- Best practices, tools, and the most fitting use cases for each type
- Tips and resources for conducting virtual observation research