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Clark, a college student, was hired by a consumer research firm to help a pizza joint learn more about a consumer segment comprising college students. His job entailed observing what factors influenced students to decide when to order pizza and where to order it from. Clark learned from his observations that most students liked Italian dips with their pizza. This led the pizza joint to advertise and offer free Italian dips with all its orders. Which of the following research techniques did the pizza joint use in the given scenario? a.Ethnography b.They can be product oriented c.Quantitative research d. attribute

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jepessoa

Answer:

A) Ethnography

Explanation:

When companies want to understand how their customers' cultural trends, attitudes, lifestyle and social context affect their purchasing habits and choices, they will carry out ethnographic marketing researches (EMR).

In this case, Clark carried out a EMR through observation without engaging directly with the subjects since he didn't use any types of surveys or focus groups.

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