Final answer:
The advantage of the observational method of gathering primary data over the communication method is its objectivity, offering honest data from subjects in their natural setting while minimizing the reactivity and bias often associated with direct contact methods.
Step-by-step explanation:
An advantage of the observational method over the communication method of gathering primary data is objectivity. This method involves collecting data by observing subjects in their natural environment. This way, the data obtained is more likely to present an honest and realistic picture of what is being studied, as it is less influenced by subjects' potential biases that might alter their responses in a direct interview or survey situation. Additionally, since the observational method does not rely on the subjects' willingness to communicate or their ability to accurately self-report, the results may be considered more authentic.
Another key aspect of observational research is that it can be less reactive or nonreactive; it does not involve direct contact with subjects, thus minimizing the risk of influencing or altering their behavior. However, careful planning is needed to mitigate potential observer bias and to ensure reliability through clear criteria and, where possible, inter-rater reliability assessments.