Which method is commonly used by marketers to learn about culture?

Field observation is commonly used by marketers to learn about culture because it allows them to gather firsthand insights into people's behaviors, beliefs, and social practices within their natural environments. This immersive approach helps marketers to understand how cultural norms influence consumer preferences and decision-making processes. By observing individuals or groups in various contexts, marketers can identify trends, preferences, and values that may not be immediately evident through other methods.

Television analysis, while useful for understanding what content resonates with audiences, primarily reflects media consumption rather than direct cultural insight. Social media experimentation offers valuable data, but it tends to focus on interactions within a digital space, which may not fully capture broader cultural dynamics. Formal education can provide theoretical knowledge of culture but lacks the practical, real-world understanding that field observation offers.