Which of the following options best addresses the challenge of understanding consumer behaviour for marketers?
A) Structured questionnaire surveys may have a role for collecting large-scale factual data, but they have major weaknesses when it comes to understanding individuals' attitudes.
B) Qualitative approaches, such as focus groups, can get closer to the truth, but participants often still find themselves inhibited from telling the full story.
C) Many marketing managers, especially those without large-scale research budgets, struggle to grasp the intricacies of consumer decision-making.