The Observation Method

question 44

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.