Flevy, a marketing researcher, is conducting an extensive market study and has hired a big group of college students to hand out a standard set of questions to shoppers at malls and supermarkets and to seek their responses. Which of the following methods of data collection is Flevy using?

Question

Quizplus · Accepted Answer

Surveys involve the use of a standard set of questions to gather information directly from individuals. In this case, Flevy is using college students to hand out questions to shoppers, indicating the use of a survey method. The other options listed (laboratory research, naturalistic observation, physiological measures) are not congruent with the approach described in the scenario.

Flevy, a Marketing Researcher, Is Conducting an Extensive Market Study