Method of data collection, often associated with Qualitative Research, that watches customers as they perform activities either in a laboratory or in a natural setting (e.g., shopping in a retail store, using products at home).
A form of Observational Research where researchers follow customers at work, home and when shopping in order to see how they make decisions, use products and learn other information.
Method of data collection, often associated with Quantitative Research, that captures information through the input of responses to a research instrument containing questions (i.e., questionnaire).
Research method used to record information gathered during a research study that range from basic methods, such as a questionnaire that record participant responses to research questions, to highly advanced electronic measurement where respondents are connected to sophisticated equipment.
A concept in conducting research that is concerned with making sure the method used to gather data leads to consistent results that would be duplicated if others follow the same methods.
