Which of the following is true of ethnographic research?
A)It is conducted within traditional focus groups.
B)It provides fresher and better insight into customer behaviour than traditional approaches do.
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 analyzing people in their natural settings, which can provide deeper and more meaningful insights into their behaviors and experiences than traditional research methods.

Answer: E 
 Ethnographic research can be a useful option when observation is not possible or when researchers need to gain a deeper understanding of contextual factors that influence the behavior of their target audience.

Which of the Following Is True of Ethnographic Research