Which of the following is a disadvantage of observation research?
A) It tends to be one of the most expensive market research undertakings.
B) It yields no information on consumer motivationthe reasons behind consumer decisions.
C) It generates solely secondary data and ignores primary data.
D) It focuses on what prospective consumers say rather than what they actually do.

Question

Which of the following is a disadvantage of observation research?
A) It tends to be one of the most expensive market research undertakings.
B) It yields no information on consumer motivation­the reasons behind consumer decisions.
C) It generates solely secondary data and ignores primary data.
D) It focuses on what prospective consumers say rather than what they actually do.

Quizplus · Accepted Answer

Observation research is limited to only observing behavior and actions. It does not provide any insight into the motivation behind consumer decisions. This can make it difficult for companies to make informed decisions based solely on observation research data.

Which of the Following Is a Disadvantage of Observation Research