An automobile company was preparing for the launch of its first full- sized truck.The ad agency for the account used when it deployed researchers to the field to understand the psyche of full- sized truck owners.The team hung out at events such as hunting shows for several months with the target market.
A)telephone interviews
B)mechanical observation
C)ethnography
D)face- to- face interviews
E)observation method

Question

Quizplus · Accepted Answer

Ethnography involves researchers immersing themselves in the environment of the target market to understand their behaviors and culture, which is what the team did by attending events like hunting shows.

An Automobile Company Was Preparing for the Launch of Its