Nutrition in Mexico: Differences between claims and reality. A brief paper on ethnographic research as a complement to the traditional focus group

Manuel A. Barberena and Orly Marcovich

The purpose of this paper is to give a clear picture on the limitations of the information obtained through focus group sessions in relation to certain topics, and the possibility of improving consumer insights through direct observation or ethnographic research.

Nutrition in Mexico: Differences Between Claims and Reality

A brief presentation on ethnographic research as a complement to the traditional focus group

Manuel A. BarberenaPearson S.A. de C.V., Mexico.

Orly MarcovichQualitative Research, Pearson S.A. de C.V., Mexico.

“. . . The methods serve the researcher; the researcher is never a slave to a procedure or a technique . . . ” Taylor and Bogdan, 1987, p.23

INTRODUCTION

The purpose of this paper is to show, clearly, briefly and with examples, certain methodological limitations inherent to the “focus groups” — and how the ethnographic method contributes significantly to...

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