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?

The options are given below:

a. Ethnography

b. Phenomenology

c. Quantitative Research

d. Predictive Analysis

The correct option is A. Ethnography.

Explanation: Ethnography is originally a branch of anthropology that studies human societies and cultures.

In business research, Ethnography is a study of the way in which people (customers) behave in their own environments. This means that they are observed for the ways in which they utilize a particular product or service.

This ethnographic research is usually carried out in order to develop new products and to also come up with a successful marketing strategy.

From the scenario given above, we can see that the college students have been observed in their environment in relation to how the like to eat their pizza. The result of this observation was therefore used in coming up with a better way to satisfy the college students.

A) ethnography

Explanation:

Ethnography sounds like a complicated word but it actually refers to the study of how people behave within a culture and their habits, unique customs, and what makes them different form other cultures.

An ethnographic research is a qualitative research that tries to determine through observation, behavioral patterns within a culture or cultural sub-group.

In this case, Clark was hired to study the pizza consuming behavior of his fellow college students.

explanation:

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