Which of the following is true of ethnographic research?
A) It is a type of experimental research which involves evaluating group responses.
B) It involves sending observers to watch and interact with consumers in their natural environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data sources.
E) It is a form of survey research.

Question

Quizplus · Accepted Answer

Ethnographic research is an observational research method that involves sending trained observers to interact with and observe consumers in their natural environment. This can include observing how they use a product or service in their daily life, or how they interact with others in a social setting. This type of research is typically qualitative in nature and focuses on gaining a deeper understanding of consumer behavior and attitudes rather than simply collecting numerical data.

Which of the Following Is True of Ethnographic Research