Which of the following is an advantage of field research?

Field research is advantageous primarily because it provides more accurate and detailed information. This method involves collecting data directly from the source in the real-world setting where the subject is present. This direct interaction allows researchers to gather nuanced insights, behaviors, and opinions that might not be captured through other methods, such as surveys or secondary data sources.

Engaging with participants in their natural environment often leads to richer, more contextual data, which can reveal underlying trends and motivations. The ability to ask follow-up questions, clarify responses, and observe non-verbal cues enhances the depth of understanding that field research offers.

While there are certain situations where field research may not be the most cost-effective or time-efficient method, its strength lies in the quality and specificity of the data collected, making it particularly valuable for understanding complex issues or consumer behaviors.