The major benefit of ‘observation research’ probably is:It is always ethical and legal to collect data in this manner.Clearly shows researchers why people make various purchase decisionsIs very quick and easy to conduct since it usually involves only searching (observing) existing information readily obtained in libraries and other secondary data sources.Can provide researchers excellent information about how consumers actually behave in consumption situations.Does not need to be ‘supplemented’ with additional research.

Observation research is a research design that can be used to collect data regarding how people behave in certain situations, although it can't show researchers why people make those decisions, it can provide enough data to describe and analyze such behavior and it can be paired with other research methods.

Observation research is not always ethical or legal, even if it is not experimental research, it must respect certain ethical and legal guidelines in order to protect research subjects.