In Ethical and Societal Dilemma 9.1,one reason firms use observation of customers walking around a store is because:

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It is likely that customers would have difficulty responding to a survey asking how they choose to walk around when shopping. This is because it is a subconscious behavior that customers may not be aware of or able to articulate accurately. Therefore, observation may provide a more accurate representation of shopping behavior in this context. The other options listed are not necessarily true or relevant to this specific dilemma.