Frito-Lay brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention. They set up prototypes of the three displays in three supermarkets and visit each to observe consumers head movements as they approach each display. Which observation technique best describes this situation?
A) direct
B) disguised
C) mechanical
D) indirect
E) store observation

Question

Quizplus · Accepted Answer

The observation technique is direct because the brand managers are personally observing the consumers' head movements as they approach the displays.

Frito-Lay Brand Managers Want to Know Which of Three Proposed