Two college professors wanted to understand the processes by which an individual becomes a Harley-Davidson motorcyclist. As outside-observers, they attended H. O. G. rallies, H.O.G. chapter meetings, bike shows, and dealer parties. The researchers took photographs and videos of bikers attending these events. Conversations were tape recorded and interviews with key bikers were conducted to assess their attitudes toward riding and to gain insights into their consumption.

After three years of data collection, they attempted to make sense of their findings. As they reviewed participants transcripts and interviews, they observed various themes that showed the transformation from uninterested to hard-core motorcycle enthusiasts. What is the type of research that these professors conducted? Is it scientific? How can it be useful?