When a Market Researcher Is Using Ethnographic Techniques,he or She

question 19

Multiple Choice

When a market researcher is using ethnographic techniques,he or she is engaging in

• A) mail surveys.
• B) personal interview surveys.
• C) observation.
• D) experimentation.
• E) focus groups.

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Definitions:

Information Search

The phase in the consumer decision-making process where individuals seek out information about products or services to make an informed decision.

Evaluative Criteria

Standards or benchmarks that consumers use to judge the features, attributes, or benefits of a product or service, influencing their purchasing decisions.

Determinant Attributes

Features that are most important to consumers and influence their decision-making process when choosing between similar products or services.

Fuel Efficiency

A measure of how effectively a vehicle utilizes fuel, often expressed in miles per gallon (mpg) or liters per 100 kilometers (l/100km).