Observation technique is most useful when studying:

Question

BlackTom AI · Accepted Answer

The question asks where observation techniques are most useful. 
Option 1: attitudes. While attitudes can influence behavior, attitudes themselves are internal mental states and not always directly observable through observation alone, so relying on observation to study attitudes is limited. 
Option 2: opinions. Similar to attitudes, opinions are internal cognitive constructs and feelings; they are not reliably inferred just by watching someone, making observation less suitable for assessing opinions. 
Option 3: motivations. Motivation refers to internal drivers that may manifest in behavior but are not directly observable by simply watching someone; researchers often need self-reports or inferred proxies, so observation has limited access to true motivation. 
Option 4: behaviours. This is the domain most accessible to observation, since behaviors are external, observable actions that can be recorded, timed, and quantified. While there are caveats (context, observer bias, reactivity), observation is fundamentally about studying observable actions rather than inner states. 
Overall, because observation techniques are best suited to capturing what can be seen and measured externally, behaviours stand out as the most appropriate focus among the options.

MKTG1047 Chapter 1

Observation technique is most useful when studying:

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