Scenario: A retail company is looking to improve the customer shopping experience in its stores. The management team decides to observe customer behaviors and staff interactions on the sales floor. Question: When collecting data through observation, what is a key consideration the team should keep in mind to ensure the effectiveness of this method? A) Observing only the customers they personally know. B) Ignoring any unexpected behaviors that do not fit their initial hypotheses. C) Maintaining objectivity and recording observations without bias. D) Focusing solely on negative interactions and ignoring positive ones