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 The study of structures of experience, or consciousness. Literally, the study of things as they appear in our experience, or the ways we experience things, thus the meanings things have in our experience. It refers to the notion that any object, brand, product, company, purchasable item, etc. has two meanings, the denotative meaning (or the verbal word that refers to the object, for instance boy refers to young male and girl refers to young female) and the connotative meaning (or the actual experience of what it means to be a boy or a girl). This study of meaning evaluates the connotative value of objects that make the object what it is. It is about studying the meaning of the object that defines the brand or product, the experience of the brand or product, and not simply how it is defined denotatively