Scenario 7-5
The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches.It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys.The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.
-(Scenario 7-5) The Solutions Group may want to center on field work as its primary research method because it is designed to measure "embedded" consumer practices, that is,

Question

Quizplus · Accepted Answer

"Embedded" practices refer to behaviors that are tightly intertwined in the real lives of consumers, which suggest that the Solutions Group may want to focus on field work to observe and study these practices. Option A relates more to observational research, while options C and D refer to uncovering subconscious thoughts and habits, respectively, which can be achieved through other research methods.

Scenario 7-5 The Solutions Group Is a Combination of Companies That Help