If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad,then he would be using the observation method of marketing research.

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In the observation method, researchers monitor consumer activities, typically in their native environments, such as a store, a park, or the workplace. They may count the traffic that passes by a billboard, count a TV audience through instruments hooked to TV sets, or study consumer reactions to products displayed in the supermarket.

If a Researcher Were to Count the Number of Cars