Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 3

The Metal Product Division of Miracle Ltd. devised a special metal container to store plastic garbage bags. Plastic bags pose household problems as they give off unpleasant odors, look disorderly, and provide a breeding place for insects. The container overcomes these problems as it has a bag-support apparatus that holds the bag open for filling and seals the bag when the lid is closed. In addition, there is enough storage area for at least four full bags. The product is priced at $53.81 and is sold through hardware stores. The company has done little advertising and relies on in-store promotion and displays. The divisional manager is wondering about the effectiveness of these displays. She has called on you to do the necessary research.
Should the communication or the observation method be used in this situation Justify your choice.