Ethnography and cross-cultural research

Hy Mariampolski

As cross-cultural marketing becomes more important, the need for tools and perspectives to understand the global consumer becomes more pronounced.

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...

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