Clark Mathews is a college student and has been hired by a consumer research firm to help a pizza restaurant learn more about the college market.Part of his job entails hanging out with other students and observing how they decide when to order pizza,which pizza restaurants they order from,how they eat it,and what they do with the leftovers,if any.Clark learned from his observations that some students like to put French dressing on their pizza,which led the pizza restaurant to advertise and offer the dressing with orders.Which interpretive orientation does this best illustrate?
A) Ethnography
B) Quantitative research
C) Correlation
D) Experimentation
E) Surveys

Question

Quizplus · Accepted Answer

Ethnography involves immersive observation and interaction within a particular culture or group to understand their perspectives, behaviors, and practices. In this scenario, Clark is observing college students in their natural environment to gain insights into their pizza consumption habits. His observations led to the discovery that some students like to put French dressing on their pizza, which the pizza restaurant then used to improve their marketing and product offerings. This is an example of how ethnography can be used in market research to uncover important consumer insights.

Clark Mathews Is a College Student and Has Been Hired