What is the term for watching or recording consumer behavior directly?

• A. Market research
• B. Observations
• C. Mystery shopper programmes
• D. Focus groups

Answer: (B)

The term for observing or recording consumer behavior directly is commonly referred to as observations. This method involves watching consumers as they interact with products or services in real-time, allowing businesses to gather valuable insights into their preferences, habits, and motivations. Observational research is particularly useful because it provides firsthand data about how consumers behave in natural settings, rather than relying on self-reported information, which can sometimes be biased or inaccurate.

Other methods like market research encompass a broader range of activities, including surveys and secondary data analysis, which may not involve direct observation. Mystery shopper programs are specific initiatives designed to evaluate customer service and product quality through undercover shopping experiences, and while they include observation, they have a narrower focus. Focus groups involve discussions with selected participants and are not a direct observational technique, as they rely on group dynamics and feedback rather than silent observation.