Which of the following is NOT one of the three approaches to consumer research?

The approach labeled as "Oral tradition" is not recognized as one of the three primary approaches to consumer research. In consumer behavior studies, the three predominant methodologies are traditional, interpretive, and marketing science.

Traditional approaches typically utilize quantitative measures, such as surveys and experiments, to assess consumer preferences and behaviors. Interpretive methods focus on understanding the underlying reasons and motivations that drive consumer actions through qualitative research, such as interviews and observations. Marketing science applies analytical frameworks and modeling techniques to derive insights from consumer data, often emphasizing statistical analysis.

Oral tradition, however, refers to the practice of passing down knowledge and culture through spoken word rather than systematic research methods, and thus it does not fit within the established frameworks of consumer research.