A researcher tells a manager of a wine company that he has some “cool ethnography results from Face book postings” suggesting that young consumers like the idea of plastic individual serving size bottles that could be vended or offered at the cash register. Even before the decision maker sees the report, the manager begins purchasing small plastic bottles and the new bottling equipment. Comment on this situation.
Answer to relevant QuestionsDescribe the term interpretive research. How might ethnography be used in concept testing? What questions should a researcher ask about secondary data in deciding whether or not the data are useful? Go to Statistics Norway at http://www.ssb.no.What data, if any, can you obtain in English? What languages can be used to search this Web site? What databases might be of interest to the business researcher? What is the difference between an e-mail and an Internet survey?
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