In early 2002, the University of Leeds in the U.K. released findings of its study of television viewing behaviors. Seventeen families have given permission for cameras with sound to be placed in the main living areas of their homes for two three-week periods over two years to watch them watch television. The University of Leeds used _____ to determine that people who have specifically chosen to watch a program are more likely to remain present for the commercial breaks within it.
A) Multicultural surveys
B) Market-oriented ethnography
C) Process checkpoint evaluations
D) Requirements research
E) Diversity studies

Question

Quizplus · Accepted Answer

The University of Leeds used market-oriented ethnography to study television viewing behaviors. This involves observing and analyzing consumers' behavior and attitudes in a natural setting, such as their homes, to gain insights into their decision-making processes. The study found that people who have specifically chosen to watch a program are more likely to remain present for the commercial breaks within it, which has implications for advertising and marketing strategies.

In Early 2002, the University of Leeds in the U