Which major category of qualitative research is being described in the research study? It is one of either ethnography, phenomenology, or grounded theory. Indicate which one. 2 marks Using Vox Pop videos. This activity uses the high consumer engagement with smartphones and their sophistication to the researcher's advantage. Participants record short video messages where they think out loud' and share those thoughts with a researcher almost instantly. This activity is also a very good way for participants to show how they do things: for example, how they interact with a product for the first time. Do they read instruction manual or dive right in and figure it out via trial and error