Salzmann and Kock (2020) argued that innovative teams in innovative contexts can increase the success of new product development by using methods "to expose and understand their customers' and end users' latent needs better" (p. 366). Such methods would involve immersing the researcher in the customers' and end users' cultures and social groups, observing behavior, asking questions, and listening to the people they seek to understand. This is an example of which of the following approaches?

Select one:

a. experimental research

b. survey research

c. ethnography

d. action research

e. content analysis

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