If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use
A) observation.
B) a focus-group interview.
C) an on-site computer interview.
D) a shopping mall intercept interview.
E) a telephone survey.

Question

Quizplus · Accepted Answer

A focus-group interview is the best method for observing group interaction in an informal, unstructured, and open-ended data collection process. It allows for dynamic discussions and interactions among participants, providing rich qualitative data.

If a Marketing Researcher Is Interested in Observing Group Interaction