TCU Research Exam 2 Questions and
Answers 100% Pass
Ethnography -
CORRECT ANSWER: Ethno: people Graphy: describe
= takes research to people; involves describing and observing them in
natural environments
QUESTION: Ethnography is the importance of _________________ -
CORRECT ANSWER: listening
QUESTION: Ethnography's origins lie in _____________ -
CORRECT ANSWER: anthropology
QUESTION: Etic -
,CORRECT ANSWER: (aligns more with observational term)
• Without questioning or communicating with subject
• Need to make intelligent inferences based on what you observe
QUESTION: Emic -
CORRECT ANSWER: (aligns more with ethnographic term)
• More holistic
• Requires a variety of data-gathering techniques to understand thoughts
and feelings
QUESTION: How to begin ethnography -
CORRECT ANSWER: Identifying your site/sample
Gaining access
Building trust
Recruiting participants
,QUESTION: Ethnography Data -
CORRECT ANSWER: • Photos
• Collages
• Videos
• Diaries
• Selfies
• Social media
QUESTION: Pros to ethnography -
CORRECT ANSWER: Helps you to anticipate consumer needs before
they can express them
Marketing problems are harder to solve these days
Consumers are not always accurate (Ex: children)
, QUESTION: Cons to ethnography -
CORRECT ANSWER: Highly labor intensive and expensive
Can be swamped with tons of data
Tiny samples
May not necessarily lead to greater sales
QUESTION: Ethnography in class reading- Harley Davidson
Motorcycles -
CORRECT ANSWER: •Goal: figure out the biker culture and
marketing, we can understand people better by knowing what they
consume/purchase
•How: Interviews, participant observation, photography, built
relationships for 3 years
•Data analysis: triangulation on all their research, transcribing and
analyzing as they go along
•Evidence to showcase these 4 things:
•Subculture- people identify with certain objects
Answers 100% Pass
Ethnography -
CORRECT ANSWER: Ethno: people Graphy: describe
= takes research to people; involves describing and observing them in
natural environments
QUESTION: Ethnography is the importance of _________________ -
CORRECT ANSWER: listening
QUESTION: Ethnography's origins lie in _____________ -
CORRECT ANSWER: anthropology
QUESTION: Etic -
,CORRECT ANSWER: (aligns more with observational term)
• Without questioning or communicating with subject
• Need to make intelligent inferences based on what you observe
QUESTION: Emic -
CORRECT ANSWER: (aligns more with ethnographic term)
• More holistic
• Requires a variety of data-gathering techniques to understand thoughts
and feelings
QUESTION: How to begin ethnography -
CORRECT ANSWER: Identifying your site/sample
Gaining access
Building trust
Recruiting participants
,QUESTION: Ethnography Data -
CORRECT ANSWER: • Photos
• Collages
• Videos
• Diaries
• Selfies
• Social media
QUESTION: Pros to ethnography -
CORRECT ANSWER: Helps you to anticipate consumer needs before
they can express them
Marketing problems are harder to solve these days
Consumers are not always accurate (Ex: children)
, QUESTION: Cons to ethnography -
CORRECT ANSWER: Highly labor intensive and expensive
Can be swamped with tons of data
Tiny samples
May not necessarily lead to greater sales
QUESTION: Ethnography in class reading- Harley Davidson
Motorcycles -
CORRECT ANSWER: •Goal: figure out the biker culture and
marketing, we can understand people better by knowing what they
consume/purchase
•How: Interviews, participant observation, photography, built
relationships for 3 years
•Data analysis: triangulation on all their research, transcribing and
analyzing as they go along
•Evidence to showcase these 4 things:
•Subculture- people identify with certain objects
