Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross-country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in an authentic environment, providing ________ research to Best Western.

Question

Quizplus · Accepted Answer

Ethnographic research involves observing and studying people in their natural environment to understand their behaviors and preferences, which is what Best Western did by observing couples on their trips.