Question

Because consumers’ responses on surveys aren’t always consistent with their actions, researchers sometimes turn to this type of research

Answer 1

Because consumers’ responses on surveys aren’t always consistent with their actions, researchers sometimes turn to observational research.

Answer 2

I believe the answer is: observation research

observation research refers to a form of research which obtain its data by observing ongoing behaviours from the subjects. This type of research is considered to be easier to analyze if the data is in quantitative form, and typically less time consuming.