Final answer:
Physiological observation involves measuring the physiological reactions of individuals to a marketing stimuli. These reactions provide insights into the subconscious feelings/emotions of respondents.
Step-by-step explanation:
The type of observation mentioned in the question is physiological observation. This involves measuring the physiological reactions of individuals to a marketing stimuli. These reactions can include an increase in heart rate and other bodily changes.
These reactions are important because they can provide insights into the subconscious feelings/emotions of respondents. By measuring these physiological reactions, researchers can gain a better understanding of how individuals truly feel about a certain marketing stimuli, even if they are not consciously aware of their feelings.