Sending observers to watch and interact with consumers in their natural environment is known as

Ethnographic research

Ethnographic research is a qualitative method when researchers recognize or communicate with a study's partners in their real-life circumstances. Ethnography was simplified by anthropology but is practiced crossed a wide spectrum of social sciences.

However, the various conventional ethnographic procedure is participant research as a part of field investigation. The ethnographer becomes involved in the culture as an active participator and records expanded scope notes.

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