Many kitchen tools today are made with easy-to-grip silicone handles,a vast improvement over old wire tools,which were often painful to use.Although the advantages of silicone over wire might seem obvious,kitchenware makers were unaware of the problems with wire tools until they hired ethnographers to visit people at home,see how they worked in the kitchen,and determine what sorts of things could be sold to them.This ethnography is an example of:

Question

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This is an example of nonacademic use of research methods since the goal was to understand consumer behavior and preferences in order to develop marketable products, rather than to contribute to theoretical knowledge.

Answer: D 
 The ethnography conducted by the kitchenware makers may have resulted in reactivity, which occurs when people change their behavior or responses because they know they are being observed. The presence of the ethnographer could have influenced how the participants used the wire tools, leading to an inaccurate picture of how they typically used them.

Many Kitchen Tools Today Are Made with Easy-To-Grip Silicone Handles,a