Best Western International, Inc., a national hotel chain, paid couples to film themselves as they spent three to seven days on a cross$-$country trip. Best Western found that women usually decide when to pull off the road, where to stay overnight, and what amenities the lodging should have to make their stay more enjoyable. These couples made choices in an authentic environment, providing$\_\_\_\_\_\_\_\_$ research to Best Western.

secondary

developmental

alternative

ethnographic

focus group