The Observation Method

question 51

Multiple Choice

The observation method

• A) Cannot measure all consumer characteristics precisely but can give very good estimates for awareness, intentions, motivations, and past behavior.
• B) Is limited in that only behaviors can be observed.
• C) Is considered to be more objective than the communication method.
• D) Is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared, and observers can quickly record many observations.
• E) Requires development of sophisticated procedures to be effective.

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