If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

a. observation.*

b. a focus-group interview.

c. an on-site computer interview.

d. a shopping mall intercept interview.

e. telephone survey.

a focus-group interview

Explanation:

Focus group interviews refer to the recruitment to gather a range of information that you perform with a group of respondents. Such interviews could be as low as four respondents sometimes as big as ten, but experts suggest that between four and eight people hold a focus group discussion.

Some participants sometimes control the conversations with greater focus group presentations whereas others get hidden into obscurity. This isn't what you want to take place in an interview situation, as you might imagine, but this can include some important information to be analyzed and interpreted later.