Which of the following is not a method of data collection in market research?

• A. Surveys and questionnaires
• B. Observations
• C. Focus groups
• D. Advertisement

Answer: (D)

Data collection in market research is essential for understanding consumer behavior, preferences, and trends. The first three methods listed—surveys and questionnaires, observations, and focus groups—are all established techniques for gathering information directly from respondents or through observation of behaviors.

Surveys and questionnaires are structured forms that can be used to collect quantitative and qualitative data from a large number of people, allowing researchers to gather insights into consumer attitudes and intentions. Observations involve recording behaviors in real-time, offering valuable insights into how consumers interact with products or services in their natural settings. Focus groups enable deeper qualitative exploration, where a small group of people discusses their opinions and experiences, providing context and depth to the data collected.

In contrast, advertising is a promotional strategy rather than a method of data collection. While advertisements can generate information about market response and consumer interest, they do not directly collect data from consumers in the way that the other methods do. Thus, advertising does not fit into the category of data collection methods in market research, making it the correct choice in this scenario.