When conducting market research, which method involves asking customers direct questions?

The correct answer indicates that all of the methods listed can involve asking customers direct questions, but this is particularly true for surveys and focus groups.

Surveys are specifically designed around the idea of gathering data by asking participants a set of standardized questions, which can be delivered in various formats such as online, via telephone, or in person. This method allows researchers to collect quantifiable data on customer preferences, experiences, and behaviors.

Focus groups also involve asking participants direct questions, but in a more interactive setting. This method engages a small group of people in discussions guided by a moderator, allowing for in-depth insights into customer perceptions and attitudes through open-ended questions and dialogue.

While observation involves gathering data without direct interaction or questioning, it can still provide valuable insights, but it does not involve the direct questioning of customers. In this context, the emphasis is on methods that explicitly involve asking questions, thus reinforcing the validity of surveys and focus groups as tools for market research.