After completing your M.B.A. from Wayne State University, you plan to apply for a senior consumer research analyst position at two companies: Rockstar Games and Le Creuset. As a component of the application, each company asks you to propose a business-relevant consumer research study that will help either address a current business problem or unearth new business for the firm. However, each company asks for different research methods. Specifically, Rockstar Games requests that you propose an ethnographic research study and that your proposal outlines the purpose of the study, why ethnographic research is the preferred method for the information needed, and how the study's findings will impact the company. In contrast, Le Creuset asks that you propose a netnographic study and that you focus your proposal on the purpose of the study, why netnographic research is the preferred method for the information needed, and how the study's findings will position the company relative to its competitors.