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Home→The Westburn Dictionary of Marketing→O→observation technique

observation technique

Definition:
Method involved in that area of MARKET RESEARCH which uses observation rather than questioning in order to obtain DATA. For example, valuable data on the use and misuse of CONSUMER DURABLES may be obtained by observing their use in the home, rather than questioning the user.

Cross-References:
[data] [consumer durable] [market research]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau], [1998].