individual interviewing and group interviewing

gathering primary data by observing relevant people, actions, and situations

selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

Mail, Telephone, personal, online

Uses online consumer tracking data to target advertisements and marketing offers to specific consumers

asking people questions about their knowledge, attitudes, preferences, and buying behavior

Observation, Survey, Experiment

Probability samples and nonprobability samples

Who will be studied, How many (sample size), how to choose sample

phone, in-person, email, online

measuring brain activity to learn how consumers feel and respond

sending trained observers to watch and interact with consumers in their natural environments

using instruments to monitor consumer behavior