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Observation: Summary. Naturalistic observation refers to collecting data without interfering with the ongoing behavior. Observation relies on information available to the senses -- sight, hearing, touch, etc. It provides information about the what of behavior, but does not reveal it underlying motivation (the why). Observational research begins with casual observation - checking out the setting and the activities that occur there. To collect valid data, it is important to distinguish between observation and inference. Systematic observation uses decision rules and operational definitions in order to reduce error.
Quantitative observation requires a large number of participants or subjects while qualitative observation requires only a few participants. Quantitative observation is used in most scientific research with the exception of the social sciences which use qualitative observation. Qualitative observation provides more personal and in-depth data about each participant while quantitative observation provides a general statistical analysis of a population.