Clark is a college student and has been hired by a consumer research firm to help a pizza restaurant learn more about the college market. Part of his job entails hanging out with other students and observing how they decide when to order pizza, which pizza restaurants they order from, how they eat it, and what they do with the leftovers, if any. Clark learned from his observations that some students like to put French dressing on their pizza, which led the pizza restaurant to advertise and offer the dressing with orders. Which interpretive orientation does this best illustrate?
A) ethnography
B) quantitative research
C) sociology
D) grounded theory
E) demography

Question

Quizplus · Accepted Answer

This scenario best illustrates the ethnographic interpretive orientation. Ethnography involves observing and immersing oneself in a culture or group to better understand their behavior and beliefs. In this case, Clark is observing college students and their pizza-eating habits to gain insight into the college market. The discovery of French dressing on pizza is a result of this immersive observation.

Clark Is a College Student and Has Been Hired by a Consumer