Scenario 7-5
The Solutions Group is a combination of companies that helps 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 fieldwork as its primary research method because it is designed to measure "embedded" consumer practices,that is:

Question

Quizplus · Accepted Answer

The statement "embedded consumer practices" suggests behaviors that are tightly intertwined in the social lives of consumers, which is best measured through fieldwork methods. Option A is too specific and only covers certain locations, while Option C and Option D refer to mental processes that can also be measured through other research methods.

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