If the university administration wanted to know how far its alumni will drive to attend a university football game, it could send a graduate student out to collect the state names from the license plates of cars parked in the football stadium's parking lot. This is an example of the _____ method of gathering marketing research.

Question

Quizplus · Accepted Answer

This is an example of the observation method of gathering marketing research because it involves collecting data by watching and recording consumer behavior directly, in this case, noting the state names from license plates in the parking lot, without interacting with the subjects.

If the University Administration Wanted to Know How Far Its