Which of the following is NOT an example of measurement?
A. A researcher measuring the amount of beverage people consume with their meals.
B. A researcher classifying people who enter a store based on their gender (male or female).
C. A researcher collecting demographic information of online shoppers visiting a particular web site.
D. A researcher collecting qualitative information about shoppers visiting a retail store.
E. A researcher observing a focus group discussion from behind a one-way mirror.
Answer: E