Which of the following is true of ethnographic research?
A)It is conducted within traditional focus groups.
B)It provides a window into customers' unconscious actions and unexpressed needs and feelings.
C)It provides researchers with secondary data.
D)It is most popular in the service sector.
E)It is a research option when observation is not possible.

Question

Quizplus · Accepted Answer

Ethnographic research involves observing and studying people in their natural environment, which can reveal unconscious actions and unexpressed needs and feelings that may not come to light in traditional focus groups or surveys.

Answer: E 
 Ethnographic research can be a useful option when observation is not possible, such as in certain online or virtual settings.

Which of the Following Is True of Ethnographic Research