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Advantages of observation method

Ø They permit measurement of actual behavior rather than reports of intended or preferred behavior. 

Ø There is no reporting bias, and potential bias caused by the interviewer and the interviewing process is eliminated or reduced. 

Ø Certain types of data can be collected only by observation.
Ø If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.

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