What does this research mean for the field?

Direct observation of purchasing behavior is a viable technique that supplements and enriches traditional retrospective questionnaire results in market research. Novelty: ClaimNovelty.METHODOLOGICAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

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August 1, 1966

Direct Observation of Purchasing Behavior

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Abstract

Much market research relies on consumers’ retrospective reports of purchasing behavior. This article shows that it is possible to supplement and enrich questionnaire results by making direct observations of purchasing. It describes the observation technique, discusses advantages and limitations, and presents some specimen results.

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Direct Observation of Purchasing Behavior

Key Points

Abstract

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