A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter product in their "natural use environment," is referred to as __________ research.

Question

Quizplus · Accepted Answer

Ethnographic research involves observing people in their natural environment and seeks to understand their behavior and reactions. This approach is particularly useful in discovering the subtle behavioral and emotional reactions of consumers as they encounter products in their natural use environment. Cultural, genealogical, sociological, and physiological research may also be useful for certain research objectives, but they are not specifically designed to capture natural consumer behavior in the same way as ethnographic research.

A Specialized Observational Approach in Which Trained Observers Seek to Discover