Which of the following differentiates an ethnographic study from a focus group study?
A. Focus group studies are quantitative research techniques, whereas ethnographic research is qualitative.
B. Ethnographic research is a quantitative research technique, whereas focus group studies are qualitative.
C. Ethnographic research studies are inexpensive, whereas conducting focus group studies requires a huge investment.
D. Focus group studies involve observing consumers in their natural environment, whereas ethnographic research involves observing consumers in controlled settings.
E. Ethnographic research is difficult to administer, whereas focus group studies are easy to administer.
Answer: E
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