Ethnographic Research Overview

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of ethnographic research overview.

Ethnographic Research Overview

Jill Peled

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...

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