While rooted in the social sciences, ethnographic methods used by market researchers are effective because they ________.

Select one:

a. capture cause-and-effect relationships by eliminating competing explanations of the observed findings

b. understand consumers' behavior by observing a sample group discussing various topics of interest at length

c. immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

d. analyze customers' purchasing behavior through catalog purchases and customer databases