Which of the following statements about the ethnographic market research method of gathering information is true?
A) This method does not involve the use of video cameras or photos to record observational data.
B) This method excludes noncustomers from its subject of observation.
C) This method provides data that is objective rather than subjective in nature.
D) This method is rooted in sociological studies.

Question

Quizplus · Accepted Answer

The ethnographic market research method is rooted in sociological studies. It involves observing and studying people in their natural environment to gain insights about their behaviors, attitudes, and motivations related to a product or service. The researcher typically uses methods such as video recording or photos to document their observations. The data collected through this method can be subjective, as it is based on the researcher's interpretation of the observed behavior. The goal is to uncover underlying reasons for customer behavior, rather than just surface-level explanations. Noncustomers may also be included in the observation, as they may provide valuable insights into why they are not using the product or service.

Which of the Following Statements About the Ethnographic Market Research