The observing method in marketing research:
A) uses personal interviews.
B) may require customers to change their normal shopping behavior.
C) is used to gather data without consumers being influenced by the process.
D) is not suitable for obtaining primary data.
E) None of these alternatives is correct.

Question

Quizplus · Accepted Answer

The observing method in marketing research is used to gather data without consumers being influenced by the process. It involves observing customers' behavior in their natural setting, without any interference or intervention. This allows researchers to gather unbiased data about consumers' habits, preferences, and decision-making processes. Personal interviews (A) involve direct interaction between the researcher and the participant and may influence the participant's responses. The method may require customers to change their normal shopping behavior (B) as they might become self-conscious and modify their behaviour. Option D is incorrect, as the observing method is a primary data collection method.

The Observing Method in Marketing Research