The goal of ethnographic research is to ________

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) study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns
D) analyze customers' purchasing behavior through catalog purchases and customer databases
E) immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

E