Fiona Naughton, vice-president for global marketing at HTC, calls ethnographic market research “the gift that keeps on giving”. A research question for an ethnographic research project can ask about whatever you’re interested in. Related Journals of Ethnography. Using qualitative research, ethnographic studies aim to … Ethnographic market research (EMR) helps companies understand the consumer in terms of cultural trends, lifestyle factors, attitudes and how social context influences product selection and usage. 152 x UALITATIVE METHODS IN BUSINESS RESEARCH (for an example, see Bradford and Sherry, 2013). Ethnographic market research is a method used by marketing strategists to collect data beyond surveys and interviews. Ethnography is the result of research methodologies employed by anthropologists, and increasingly, other disciplines like sociology and public health. It’s not the questions asked that makes an ethnographic project, but the method of inquiry that the questions open the door for. Ethnography is a type of study that tries to describe the social life of humans. While none of these would be considered a perfect paper, most of them contain elements that will provide you with positive examples. Ethnographic studies, however, take this to an entirely different level, since researchers literally insert themselves into the lives of those being studied. Contemporary ethnography is based almost entirely on fieldwork and requires the complete immersion of the anthropologist in the culture and everyday life … Ethnographic research has traditionally been used by social science researchers but has recently been adapted by the marketing field to learn about consumer behaviors. Social media is used by 2.3 billion people and any one Internet user has on average 5.54 social media accounts.On Twitter alone, there are 500 million tweets sent each day and the network has 310 million active users each month. Ethnographic Research Challenges: Ethnography isn’t for every research project. Here are six common examples of how ethnographic research is collected: 1. Data overload . The amount of data collected through ethnographic research gives businesses full transparency from the participants. Social Media Analytics. Ethnography samples This page will provide you with easy access to sample papers that have been collected throughout the years. True, ethnography can be expensive, but the combination of mobile technology and the willingness of customers to share their experiences will make it more accessible to many. The typical output of an ethnographic market study is hours and hours of video. Ethnography, descriptive study of a particular human society or the process of making such a study. Mariampolski (2006) provides wider insight into the extensive use of ethnographic approaches in marketing research. Compilation bias. The concept of ethnography has been developed within social anthropology; but the term is now sometimes used in a looser way in for example opinion and market research. This article looks at how Xerox and Intel are using ethnography to develop viable products and improve the lives of their users. The risk of changing behavior (and therefore research results) is much higher. 2. Learn more about understanding the voice and mind of the consumer. It is a qualitative approach that relies on what anthropologist’s call “participant-observation” meaning that the individual conducting the ethnography is immersed in the context they are observing. Online methods can also contain and store more data than previously. 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