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Marketing Research Articles Related to Ethnographic Research

Marketing Research Articles Related to Ethnographic Research

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House calls help Y&R understand consumers

Published
April 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.

Researchers can learn from ethnography

Published
April 1993
Author
Sally Ringo
Abstract
This article explores potential benefits of applying ethnography in qualitative research to understand the meaning of consumer behaviors.

Understanding Hispanic culture: a case for ethnographic research

Published
April 1997
Author
Roberta Maso-Fleischman
Abstract
As the Hispanic market expands, companies are increasing their research of this market. This article examines the ethnographic study and illustrates how it can be used to enrich Hispanic research.

Agency uses a little R&R (research & relaxation) to develop ads for RV group

Published
March 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Go RVing Coalition used qualitative research to investigate Baby Boomers who own RVs compared with those who do not in the process of developing television and print advertising.

In-home research gives Mirro the ingredients for its Allegro cookware line

Published
January 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Cookware maker Mirro Company wanted to develop a product for the department and specialty store market. For help with the design work and marketing research, it turned to Metaphase Design Group, which sent three-person teams to observe and videotape people at home using their cookware during meal making. Observational interviews, Buddy Groups, questionnaires and research of consumer product safety information resulted in a new cookware design.

Video ethnography brings consumers and their actions to life

Published
December 2001
Author
Tara Susman
Abstract
The first challenge for qualitative researchers is to become intimately knowledgeable about consumers’ lives. This article discusses video ethnography as a research tool, including its use and benefits.

Research uncovers new markets, new directions for Coleman

Published
December 2001
Author
Cara Woodland
Abstract
Coleman used a variety of qualitative research techniques to find new areas of business and revenue.

Moen designs new showerhead after ethnographic research uncovers host of innovation opportunities

Published
June 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
Moen conducted depth interviews, in-aisle research, observational research and hydrotherapist interviews to understand the beneficial effects of water on the body in research to improve its line of showerheads.

Qualitatively Speaking: Firsthand experience or secondhand information?

Published
March 2002
Author
Cara Woodland
Abstract
This article discusses how firsthand experience is preferable to secondhand information, noting the success of having consumers from a Western Union research study present their recommendations to Western Union’s executive committee.

Ethnography as a market research tool

Published
December 2003
Author
Clynton Taylor
Abstract
With ethnography showing up all over the place as a “new” market research tool, one must wonder about its merits. This article examines where ethnography came from, what it is and what it might be able to do for branding and marketing efforts.

Ethnography in action: social network parties

Published
December 2003
Author
Jerry Savage
Abstract
This article discusses the Hartman Group’s study of the differences between focus groups and social network parties.

Video safaris: an alternative to in-facility focus groups

Published
June 2003
Author
Pierre Belisle
Abstract
Using a case study, this article discusses the benefits of video safaris as an alternative to in-facility focus groups.

Use corporate ethnography to understand and reignite your brand

Published
May 2003
Author
Gerry Cain
Abstract
In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

Using ethnography to gain perspective on international markets

Published
November 2003
Authors
Tim Plowman, Astrid Cruz and Adrien Lopez Lanusse
Abstract
As marketers become more global, companies have an increasing need to understand the often subtle nuances of customer behavior across countries and cultures. This article discusses ethnographic methods, providing 10 key principles that will ensure a successful and productive research experience.

Trade Talk: A look at our new look; going ethno in San Fran

Published
January 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Background on the redesign of Quirk’s and a summary of highlights from the ethnographic research-related programming at the 2004 IIR Market Research Event.

Qualitatively Speaking: Ethnography makes the human connection

Published
May 2004
Author
Brad Bennett
Abstract
In-home visits and other types of ethnographic research can provide an array of attitudes, motivations and behaviors which would not be self-reported in other research venues.

A look at sponsor involvement in ethnographic research

Published
June 2004
Author
Cara Woodland
Abstract
The pros and cons of various levels of sponsor involvement in ethnographic research are explored in detail.

Using online ethnography to explore the digital camera market

Published
July 2004
Author
Steve August
Abstract
Analysis of postings on blogs and other online sites pertaining to digital cameras let researchers study trends as they formed and showed how prospective buyers defined their searches for their ideal cameras.

Fed up with focus groups? Why visual ethnography makes sense as a research technique

Published
December 2004
Author
Mark Cooper
Abstract
Citing examples from museums to Hispanic women shoppers, the author explores how ethnography can uncover insights that other forms of qualitative can’t.

Tips from the field to improve your yield

Published
December 2004
Author
Christiaan De Brauw
Abstract
Based on findings from internal surveys, a research company executive discusses how to write better screeners for qualitative research, covering aspects such as screener length, question order, homework assignments and articulation questions.

 

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