Access to reality: observations on observational methods

摘要: Purpose – To bring to the fore, importance of observational methods in research marketing.Design/methodology/approach A synthesis and reflective comments based on experience use qualitative methods.Findings Research marketing tends stick mainstream, verbal (words numbers) which do not give deep enough access reality. As bulk communication is non‐verbal more observation, researcher involvement direct called for.Research limitations/implications Recommended among researchers marketing.Practical implications Closer reality provided by can offer practitioners better market data models theory thus an improved base for decisions action.Originality/value Especially, put demand academic institutes insights that go beyond mere words numbers.