Advantages of Observation Methods:
Bailey has pointed out four advantages of observation:
1. Superior in Data Collection on Non Verbal Behavior: When a person a opinion on a particular issue is to be assess survey method is definitely more useful but when the non verbal behaviour is to be discovered or where memory failure of the respondent is possible observation will be more functional. It allows not the restrictive study of the individuals but their in depth study. The unstructured observational methods being very flexible allows the observer to concentrate on any variables that prove to be important .
2. Intimate and Informal Relationship: Since the observer often lives with the subjects for an extended period of time, the relationship between them is often more intimate and more informal that in a survey in which the interviewer meets the respondents for 30-40 minutes on a very formal basis. The relationship sometimes becomes primary than secondary. Being close to the subject does not necessarily mean that observer will lose objectivity in recording facts. This becomes possible only when the observer becomes emotionally attached to this subject.
3. Natural Environment : The behaviour being observed in natural environment will not cause any bias. Observation will neither be artificial nor restrictive.
4. Longitudinal Analysis: In observation the researcher is able to conduct his study over a much longer period than in the survey.