Which of the following is true of ethnographic research?
A) It is a type of experimental research that involves evaluating group responses.
B) It involves sending observers to watch and interact with consumers in their natural environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data sources.
E) It is a form of survey research.

Question

Quizplus · Accepted Answer

Ethnographic research is a qualitative research approach that involves observing and interacting with people in their natural environments to gain insights into their beliefs, behaviors, and culture. Unlike experimental research, it does not involve manipulating variables or evaluating group responses. Ethnographic research typically uses primary data sources, such as field notes and interviews, rather than relying solely on secondary data. It is also not a form of survey research, as it focuses on observing and understanding people's behavior rather than gathering data through questionnaires or surveys.

Which of the Following Is True of Ethnographic Research