Which of the following statements concerning ethnographic research is most accurate?
A) Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism.
B) Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines.
C) Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data.
D) Ethnographic research uses trained researchers to discover subtle behavioral and emotional reactions as consumers encounter products in their "natural use environment."
E) Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results.

Question

Quizplus · Accepted Answer

Ethnographic research involves observing consumers in their natural environment to understand their behaviors and emotions as they interact with products.

Which of the Following Statements Concerning Ethnographic Research Is Most