What type of data is Mara collecting when she observes customer shopping behavior?

When Mara observes customer shopping behavior, she is engaging in the collection of primary data through observation. Primary data is information that is gathered directly from the source and involves firsthand collection methods. In this case, observing customers as they shop allows her to gather detailed insights into their behaviors, preferences, and interactions in a natural setting. This direct observation provides unique and specific information tailored to her research objective.

Observation is a valuable data collection method in marketing as it allows researchers to capture real-time behaviors without relying on self-reports that may be biased or incomplete. By directly witnessing how customers behave in a shopping environment, Mara can analyze patterns and trends that may not be visible through other methods like surveys or interviews, which rely on customers’ recollections or opinions.

This distinction highlights why the correct choice is focused on primary data collection through observation, effectively illustrating how firsthand observation can yield rich, actionable insights about consumer behavior.