D.E.C.I.D.E. Research conducted a study where participants to determine how consumers decide which restaurant to go to for dinner. Participants were then asked to verbalize everything they would consider in making the decision. Which qualitative technique was being used?
A) depth interview
B) protocol analysis
C) probing question survey
D) role-playing activity
E) ethnographic research

Question

Quizplus · Accepted Answer

Protocol analysis involves asking participants to verbalize their thought processes while making a decision or performing a task. In this study, participants were asked to verbalize everything they would consider when choosing a restaurant, which is an example of protocol analysis.

DECIDE Research Conducted a Study Where Participants to Determine How