Data collection is an essential stage of quantitative analysis because the quality of managerial decisions depends greatly on the quality of the data collected. Two important methods of primary data collection are the observation method and the questionnaire method. Both methods are useful for collecting information systematically, but they differ in their procedures, applications, advantages, and limitations. The observation method involves collecting data by directly watching and recording the behaviour, activities, events, or characteristics of individuals or situations. Instead of asking respondents questions, the researcher observes what actually happens. Observation may be structured or unstructured, participant or non-participant, and controlled or uncontrolled. In structured observation, specific behaviours or activities are identified in advance and recorded using a predetermined schedule. For example, a retail manager may observe customer movement inside a store