Cosmetic giant CoverGril has researchers using structured individual depth interviews to interview middle-aged women about the use of Ellen DeGeneres as its spokeswoman.With each subsequent interview,the questions are kept,modified,or replaced to reflect the findings of previous interviews.CoverGirl is using what technique?
A) Grounded Theory
B) Cultural Interview
C) Life History
D) Convergent Interviewing
E) Ethnography

Question

Quizplus · Accepted Answer

Grounded Theory is a research method that involves the collection and analysis of data from interviews, observations, and documents. The data is used to develop a theory about a particular phenomenon. In this case, CoverGirl is using Grounded Theory to develop a theory about the use of Ellen DeGeneres as its spokeswoman.

Cosmetic Giant CoverGril Has Researchers Using Structured Individual Depth Interviews