ompanies want to learn about consumer psychographic characteristics as these often relate directly to purchase activity. However, unlike demographic characteristics that are often observa urces such as the census, psychographic information is more difficult to obtain. The most common method of gathering psychographic information is through:

large$-$scale surveys asking consumers to agree or disagree with a collection of statements describing various activities, interests, and opinions.

observation of consumer shopping behavior in a natural setting.

Nielsen company data regarding television viewership.

Credit card information regarding purchase activity.