Ethnography and cross-cultural research
Hy MariampolskiQualiData Research Inc; City University of New York
INTRODUCTION
A great deal of interest has developed in using ethnography (also called participant observation and on-site research) as a marketing research method. Indeed, several commentators have promoted its use as a tool for cultural analysis.1 In advocating and defending this approach, this paper has several objectives. It will:
- provide a definition of ethnography,
- describe how this method resembles and is different from other research approaches,
- discuss its benefits,
- describe why culture is an important orienting...