Question

In the context of consumer behavior (CB), researchers derive meaning from talking to people and observing their behavior rather than analyzing data in _____.

Answer 1

Answer:

The correct answer is (b)

Explanation:

Interpretive research is based on predicting and analysing consumer behaviour based on the socio-historic context. This is an old technique to use historic data to predict human behaviour which is not feasible to apply in today's world because people, their living styles everything has changed. Now, researchers try to predict a phenomenon and consumer behaviour by talking to them rather analysing in a socio-historic context.