Diary methodology (Diaries data collection)

Diaries are often used as a method in marketing data collection surveys and they are most efficient if items to be studied are not of major significance in every day life and/or are easily forgotten by consumers. This method utilizes retrospective, i.e. the respondents are asked to point out little items or events that have occurred during a specific period within the past. Due to this method some aspects from consumer behaviors are being clearly outlined, for example - purchasing, media, travelling habits.