Is a raw data collection process (peoples actions, reactions, consumers’ attitude toward some actions, etc.) by fixing data on different media. Usually, data fixation is fulfilled in a specially designed form.    
Observation can be carried out in the following forms:
·         Against the level of structure they mark out: standardized/non-standardized observation. In the first case, observation occurs when a subject matter of the research, types of behavior, forms for data processing and analysis are discussed in advance. In the second case, considering uncertainty of the researched subject matter, considerable part of flexibility is accepted from the observers’ side with regard to terms and fixed data.
·         As well, they mark out open observation (when participants are informed about being observed) and closed observation (when participants do not know about observation).
According to nature of terms the following is emphasized:
·         Natural observation in daily conditions;
·         Factitious observation, specially made for kids

In accordance with a type of the research we implement the following
data collection methods:
Focus Group Discussion In Depth Interview
Mini Focus Group B2B Interview
Face to face Interview Phone Survey
Experts Interview Hall Tests
In-home Diary method
Observation Mystery shopping
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