To really understand how consumers shop in stores, Bob, a market researcher, got a part-time job at a grocery store to observe first-hand how consumers shop. What type of researcher is Bob?
A) integrative researcher
B) ethnographic researcher
C) content analyst
D) contextual analyst
E) social interactive researcher

Question

Quizplus · Accepted Answer

Bob is an ethnographic researcher. Ethnographic research involves observing and studying people in their natural environment to gain insights into their behaviors and attitudes. By working in a grocery store, Bob is able to observe how consumers shop and make purchasing decisions.

To Really Understand How Consumers Shop in Stores, Bob, a Market