Observation methods have strengths and weaknesses (see Exhibit 4.7 ). Among the major benefits is that observation enables collection of actual behavior or activities rather than reported activities. This is especially true in situations where individuals are observed in a natural setting using a disguised technique. In addition, observation methods reduce recall error, response bias, and refusal to participate, as well as interviewer errors. Finally, data often can often be collected in less time and at a lower cost than through other types of procedures