A.I. Explanation:

Option 1: "Ethnography can be used in business to investigate customer attitudes."

Explanation: The text states that ethnography provides valuable information about customer attitudes towards existing products, which directly supports this option. The phrase 'deeper insight into the possible needs of customers' indicates that understanding customer attitudes is a key aspect of ethnographic research in business.

Option 2: "How ethnography research works in business is illustrated by the use of kitchen equipment."

Explanation: The speaker provides a specific example of ethnographic research conducted for a company manufacturing kitchen equipment, demonstrating how observing cooks led to a new product design. This directly illustrates how ethnography works in a business context, making this option correct.

Option 3: "It is better for cooks to use cups to measure out things like sugar and flour."

Explanation: This option implies that using measuring cups is advantageous, but the text highlights a problem with the existing design of measuring cups, indicating that they were not effective for cooks. Therefore, this statement contradicts the information presented in the text.

Option 4: "Designing new products can help businesses to understand ethnographic research."

Explanation: This option suggests that product design aids in understanding ethnographic research, which is not supported by the text. Instead, the text states that ethnography helps businesses design new products, indicating a misunderstanding of the relationship between the two.

Option 5: "Ethnography is a type of research aimed at exploring how communication works."

Explanation: While ethnography is mentioned as being used in communication studies, the primary focus of the text is on exploring human cultures and customer needs in business contexts. This option misrepresents the main aim of ethnography as described in the text.