Marketing managers prefer observational research over communication research when it comes to assessing consumer behavior because it is often better to:
A) record behavior and then work out the intentions behind the behavior.
B) measure consumer attitudes and then hope to make a correct estimate of his activities.
C) measure consumer intentions and then hope it matches their future behavior.
D) measure consumer knowledge and then make predictions about his course of action.
E) understand consumer personality and then hope to make a correct estimate of his activities.

Question

Quizplus · Accepted Answer

Observational research allows marketing managers to directly observe and record consumer behavior, which can provide valuable insight into their actual actions and decision-making processes. By contrast, communication research may rely on self-reported data, which can be influenced by various factors such as social desirability bias or memory recall errors. Therefore, observational research is often considered more reliable and accurate in assessing consumer behavior.

Marketing Managers Prefer Observational Research Over Communication Research When It