Hostess Frito-Lay, the maker of Doritos, spent a year studying how to best reach its target market (teenagers). The researchers hung around shopping malls, schools, and fast-food outlets to watch teens. This is an example of primary data gathering.

Question

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Primary data gathering involves collecting data directly from the source, such as through observation or surveys. The example given in the statement describes researchers observing teenagers in various locations, which is a form of primary data gathering.

Hostess Frito-Lay, the Maker of Doritos, Spent a Year Studying