Field market research is a direct method of gathering information from the end-users or consumers about their needs, preferences, and perceptions. This technique involves various methods such as surveys, interviews, observations, and focus groups to collect data on customer opinions and experiences. It is considered one of the most effective ways to understand what attributes of a product are valued by customers, as it provides firsthand insights into customer behavior and preferences. This approach allows organizations to tailor their products to better meet the needs of their target market.

References: The explanation is based on standard marketing and quality management practices that emphasize the importance of understanding customer requirements and using field market research to gather valuable customer insights. These practices are integral to the body of knowledge for the ASQ Manager Of Quality/Organizational Excellence certification.