The goal of ethnographic research is to ________.
A) capture cause-and-effect relationships by eliminating competing explanations of the observed findings
B) understand consumers' behavior by observing a sample groups discussing various topics of interest at length
C) immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research
D) study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns
E) analyze customers' purchasing behavior through catalog purchases and customer databases

Question

Quizplus · Accepted Answer

Ethnographic research aims to immerse the researcher into the culture and environment of the participants to uncover unarticulated desires and motivations that might not be obvious through other forms of research. The focus is on understanding the behavior and experiences of people in their natural settings.

The Goal of Ethnographic Research Is to ________