An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environment" describes the following research approach:
A)ethnomethodology.
B)field experiments.
C)ethnography.
D)observation.

Question

Quizplus · Accepted Answer

Ethnography is a research approach that involves immersing oneself in the lives and culture of the people being studied. In this case, the approach would involve observing consumers in their natural environment as they encounter products to gain insight into their emotional reactions. This method allows for a deep understanding of the context and cultural practices that influence consumer behavior. Ethnomethodology also involves observation in natural settings, but it focuses more on the interpretation of social norms and practices. Field experiments involve testing hypotheses in real-world settings, which is not the main focus of this research approach. Simply stating "observation" is too broad and does not specify the level of immersion and context needed for this type of research.

An Observational Approach to Discover Subtle Emotional Reactions as Consumers