Ethnographic research ________.
A)is an approach arising from traditional focus groups
B)is conducted in settings where people live and work
C)is an approach that provides only secondary data
D)is most popular in the service sector
E)is used by marketers when observation is impossible

Question

Quizplus · Accepted Answer

Ethnographic research is conducted in natural settings where people live and work, allowing researchers to observe behavior and gather insights into their culture and behaviors. It is not limited to the service sector and may involve primary data collection through interviews, surveys, and observation. It differs from focus groups and provides more in-depth and qualitative data. Marketers may use ethnographic research when observation is possible, not impossible.

Ethnographic Research ________