Which of the Following Differentiates an Ethnographic Study from a Focus

Multiple Choice

Which of the following differentiates an ethnographic study from a focus group study?

A) Ethnographic research is a quantitative research technique, whereas focus group studies are qualitative.
B) Ethnographic research is difficult to administer, whereas focus group studies are easy to administer.
C) Ethnographic research studies are inexpensive, whereas conducting focus group studies requires a huge investment.
D) Focus group studies involve observing consumers in their natural environment, whereas ethnographic research involves observing consumers in controlled settings.
E) Focus group studies are quantitative research techniques, whereas ethnographic research is qualitativE.Many marketing and agency researchers prefer ethnographic research over the use of focus groups, as the latter technique has a number of limitations.Strong personalities can often wield undue influence in focus groups, and participants often will not admit, or may not even recognize, their behavior patterns and motivations.However, ethnographic studies can cost more to conduct and are more difficult to administer.