If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

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A focus-group interview is the best choice for observing group interaction during an informal, unstructured, and open-ended data collection process. In a focus group, a small group of people is brought together to discuss a specific topic or product, and the researcher can observe how they interact with one another and share their opinions and ideas. The discussion is typically unstructured, and participants are encouraged to freely express their thoughts and feelings. This method provides rich qualitative data and insights into the attitudes, behaviors, and emotions of the participants.

If a Marketing Researcher Is Interested in Observing Group Interaction