ABC Products, Inc. wants to kick-off an ethnographic study to learn more about how its customers use and interact with its best-selling product. Ethnographies involve .

Question

Quizplus · Accepted Answer

Ethnographies involve a mix of observation and interviews to gain insight into the culture and behavior of the group being studied. Focus groups, trade-offs evaluations, and impressions do not provide the same level of in-depth understanding of customer behavior and interactions with a product as ethnographic research does.