Question

A researcher may be interested in seeing how shoppers behave when exposed to a promotional display in a supermarket rather than knowing what they think about the display. In this case, the researcher would want to observe the behavior of the shoppers. What form would the researcher use?
a. questionnaire
b. observation form
c. behavior form
d. permanent record
e. survey

Answer 1

Answer:

The correct response is Option C. The researcher would use a behavior form.

Explanation:

Marketing research has become more complex in recent years and now many companies are looking for deeper insights into how their customers use their products and how they make their decisions to purchase during the shopping experience. To understand how shoppers behave, market researchers will often observe shopper behavior in stores, doing a sort of participant observation or ethnography of how shoppers behave in the store and what products they compare. This can give the market researcher rich data like how long it takes the shopper to make a purchasing decision and how they react to promotional displays, for example.