Brand researchers spend many hours observing people as they walk around stores in order to find out how they interact with products. This method of research is called ______.

A) cultural analysis
B) ethnography
C) heuristic inquiry
D) reality testing

Ethnography

The study of naturally occurring human behavior through a researcher’s immersion into the culture of a group or organization; an exploration of how humans engage in meaning construction through communication processes.

Cultural Analysis

The examination and interpretation of cultural practices, artifacts, and institutions to understand societal values and norms.

Brands

Trademarks or distinctive names identifying a product, service, or organization, often associated with certain qualities or perceptions in the consumer’s mind.