Harley-Davidson hires researchers to ride motorcycles and attend various events so they can learn more about the way enthusiasts talk about their products, to identify opinion leaders, and ultimately to have good ideas as to product modifications or new items such as Harley-Davidson branded clothing and other accessories for motorcycles. This approach is best described as ____.
A)idiographic
B)ethnographic
C)anthropological
D)existential

Question

Quizplus · Accepted Answer

Ethnographic research involves researchers immersing themselves in the environment and lives of the people they are studying to gain deep insights and understanding of their culture, behaviors, and perceptions. Harley-Davidson's approach of hiring researchers to ride motorcycles and attend events to learn more about enthusiasts' discussions and preferences fits the description of ethnographic research.

Harley-Davidson Hires Researchers to Ride Motorcycles and Attend Various Events