Ethnographic Research Overview
Ethnographic research has been used for marketing research for a long time now, but had a resurgence of popularity recently. Below are a few articles on the subject and some examples of using ethnographic research in the marketing plan.
Ethnographic research: The observation of a small group of people in their own environment (consumers) and drawing conclusions based on the findings from these observations. The researcher attempts to get a detailed understanding of the circumstances of the people being studied. The result is a collection of extensive narrative data on many variables over an extended...