To be effective, the observer must have a good understanding of the research objectives and excellent observation and interpretation skills. For example, a marketing research professor could use observation skills to capture not only students’ verbal classroom behavior but also nonverbal communication exhibited by students during class (e.g., facial expressions, body postures, movement in chairs, hand gestures). If assiduously practiced by the professor, this enables her or him to determine, in real time, if students are paying attention to what is being discussed, when students become confused about a concept, or if boredom begins to set in