Moen used the ________ research method when the firm interviewed participants about their shower experiences and observed participants taking showers.

A) projective
B) laddering
C) ethnographic
D) total immersion

Ethnographic

Relating to the systematic study of people and cultures from the perspective of the subject, through participant observation and other immersive techniques.

Participant

An individual actively involved in a process or activity, such as a market research study, workshop, or a collaborative project.

Laddering

A technique used in marketing research to uncover consumers’ values and motivations by exploring the reasons behind their product choices and preferences.