A leading manufacturer of breakfast cereals was interested in learning more about the kinds of processes that consumers go

A leading manufacturer of breakfast cereals was interested in learning more about the kinds of processes that consumers go through when deciding to buy a particular brand of cereal. To gather this information, an observational study was conducted in the major food chains of several large cities. The observers were instructed to assume a position well out of the shoppers’ way, because it was thought that the individuals would change their behavior if they were aware of being observed.

Does use of this method of data collection enter an individual’s privacy?


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