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A. Ethnography has long been used in the academic world, and was first employed in commercial research in the 70s. B. "I spent time with different consumers while they were shopping, cooking and eating in their own home”. C. "Perhaps the difference now is that a great deal of market research is not conducted solely at a single point in time.” D. Anne-Marie McDermott, managing director of Quaestor Research, points to a project 13 years ago, which looked at a new chicken-burger product. E. "This method of conducting research was revolutionary at the time”. F. "Researchers spend a lot of time with respondents, living in their environment - even to the point of moving in with them and sharing the experience being researched”, she says. |
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Answer» A. Ethnography has long been used in the academic world, and was first employed in commercial research in the 70s. B. "I spent time with different consumers while they were shopping, cooking and eating in their own home”. C. "Perhaps the difference now is that a great deal of market research is not conducted solely at a single point in time.” D. Anne-Marie McDermott, managing director of Quaestor Research, points to a project 13 years ago, which looked at a new chicken-burger product. E. "This method of conducting research was revolutionary at the time”. F. "Researchers spend a lot of time with respondents, living in their environment - even to the point of moving in with them and sharing the experience being researched”, she says.
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