An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environments" is referred to as:
A)Ethnographic research
B)Focus groups
C)Environmental scanning
D)Data mining

Question

Quizplus · Accepted Answer

Ethnographic research involves observing people in their natural environments to gain insights into their behavior, attitudes, and emotions. This approach is often used in marketing research to understand how consumers interact with products in their daily lives and to identify subtle emotional reactions that may not be apparent in more traditional research methods like focus groups or surveys. Environmental scanning and data mining are also important tools in marketing research, but they are not specific to the observation of consumers in their natural environments.

An Observational Approach to Discover Subtle Emotional Reactions as Consumers