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Question
Scenario 7-5The Solutions Group is a combination of companies that help clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.
The Solutions Group may want to center on field work as its primary research method because it is designed to measure "embedded" consumer practices, that is:
a. those conducted on the spot in stores, malls, and on Internet retail sites.
b. those tightly intertwined in the social lives of consumers.
c. those previously subconscious thoughts or hidden feelings that are revealed.
d. those habitual and almost automatic purchasing decisions.
Answer
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