How do researchers collect information through observation in field research?

In field research, researchers collect information through observation by directly watching customers interact with products. This method allows researchers to gather real-time, qualitative data about customer behavior, preferences, and experiences in an authentic setting. Observational research is particularly valuable because it provides insights that might not be captured through self-reported methods like surveys or interviews, where respondents may not accurately convey their true behaviors or may be influenced by social desirability.

By observing customers, researchers can note how products are used, any challenges customers face, and the level of engagement with the product. This information can lead to more effective product design, improve marketing strategies, and enhance customer service by identifying what resonates with the target audience. This approach emphasizes the importance of understanding the context in which products are used, rather than relying solely on what customers say they do.

The other options involve gathering data through indirect methods, which may not provide the same depth of understanding about actual customer interactions as observation does.