Ethnography is useful for brand managers because ______.
A) it generates quick insights
B) it enables you to test brand ideas
C) it is naturalistic and less subject to researcher bias
D) none of these

Question

Quizplus · Accepted Answer

Ethnography is a qualitative research method that involves observing and interacting with people in their natural environment. This approach is naturalistic and aims to reduce researcher bias by immersing the researcher in the participants' everyday lives, thus providing deeper insights into consumer behavior and cultural contexts that can be invaluable for brand managers.

Ethnography Is Useful for Brand Managers Because ______