Field research is characterized by which of the following?

Field research is characterized by collecting new information directly from consumers. This type of research is conducted in a real-world setting, where data is gathered through methods such as surveys, interviews, or observations done in natural environments. Unlike other methods of research, field research focuses on capturing firsthand insights and experiences from individuals or groups, providing a deeper understanding of consumer behavior and attitudes.

This approach is particularly valuable for businesses seeking to understand their market or test new products, as it captures the raw perspectives of consumers without the potential biases that could arise from relying solely on existing data or reports. By connecting directly with consumers, businesses gain fresh insights that can guide their decision-making and strategies.