Final answer:
E) Observations of purchasing patterns should be prioritized over surveys in developing markets because they offer more reliable insights into actual consumer behaviour and provide richer qualitative data.
Step-by-step explanation:
In the context of developing markets, observations of purchasing patterns should be weighed more heavily than reports regarding purchase intention or price sensitivity. When assessing the market, traditional research methods like surveys or interviews may not always yield the most accurate results due to a variety of factors such as social desirability bias or poor question design. Instead, observing actual purchasing patterns can provide much more reliable and actionable insights into consumer behaviour. This is because actual behaviour can sometimes diverge significantly from reported intentions, especially in contexts where there might be barriers to accurately measuring consumer sentiments or where consumers may not fully articulate their preferences or intentions. Moreover, observations allow researchers to gather qualitative data that reflects natural consumer behaviour, providing a richer and more nuanced understanding of the market.