Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting?
A) Test marketing
B) Interpretative research
C) Controlled experiment
D) Focus group

Question

Quizplus · Accepted Answer

Interpretative research involves observing customers in their natural settings and then evaluating their behavior based on an understanding of the social and cultural characteristics of that setting. This method seeks to understand how people interact with products or services within their cultural and social context.

Which of the Following Methods Involves Observing a Customer or Group