Note on Direct Observation of Purchasing Behavior.

The article addresses the issue of observer objectivity when recording consumer purchasing behavior. At issue is the observer's perceptual and cognitive screening that might come into play in the interpretation of what is being recorded. The article outlines the difficulties in observation recording, such as the amount of subject data to record, what details should be reported, and determining the motive behind the behavioral act. Specific reference is made to an article by William D. Wells and Leonard A. Sciuto in an article from a previous issue titled "Direct Observations of Purchasing Behavior." Several suggestions regarding the implementation of observational methodologies are presented.