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Marketing Research Articles Related to Ethnographic Research

Marketing Research Articles Related to Ethnographic Research

Showing items 1-20 of 107.

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A bird's-eye view of what mobile can do

Published
July 2013
Author
Jerry W. Thomas
Abstract
A broad look at current mobile-device capabilities and how they can be incorporated to improve qualitative and quantitative research.

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.

A report on the Confirmit Market Research Software Survey

Published
August 2012
Authors
Tim Macer and Sheila Wilson
Abstract
The annual study of research software users finds curious levels of resistance toward smartphone-using respondents and a growing need for skilled data visualizers.

Achieving better qualitative research outcomes through client immersion

Published
May 2007
Author
Martha E. Guidry
Abstract
To really get to know your consumers, make the effort to connect with them through in-context interviews, online bulletin-board diaries and active listening from the back room.

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.

All together now: How client participation can enrich research

Published
April 2010
Author
Greg Cobb
Abstract
The division of labor between research vendors and research clients can sometimes be a detriment to a research project, as the client's knowledge of the industry is underutilized. The author suggests that in certain cases, greater insight can be gathered through increased client participation.

Anthropologists in MR are more than data-gatherers

Published
February 2013
Author
Cathleen Waters
Abstract
The author makes a case for why anthropologists should be included in the early stages of an ethnographic research project rather than merely being asked to observe and report on consumers.

Are researchers ready for Web 2.0?

Published
July 2008
Author
Steve Richardson
Abstract
Web 2.0, characterized by more consumer-generated content and more interaction between and among Web users and Web sites, has affected some forms of qualitative research and forced research providers to adapt accordingly.

Avoid 'surprises' with a comprehensive research plan

Published
August 2013
Author
Noel Roos
Abstract
Having a solid research plan in place can help companies stay prepared and avoid unwanted surprises.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

Published
February 2010
Authors
Hy Mariampolski, Leticia Moreira Casotti and Maribel Carvalho Suarez
Abstract
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

By the Numbers: Conducting research in an extraordinary economic climate

Published
June 2009
Authors
Keith Malo and John Widmer
Abstract
The authors offer several suggestions for maximizing research budgets during tough times, including eliminating projects that don’t add value, changing methodologies and using free or low-cost Web-based resources to keep tabs on the competition.

Comfortable in the new medium: How online qual can benefit from our share-happy culture

Published
July 2012
Author
Paul Rubenstein
Abstract
This article focuses on societal and technological factors such as blogging and social media that have given rise to the use of online methodologies for qualitative research.

Conducting ethnographic research with Hispanic consumers

Published
February 2012
Authors
Pablo Flores and Jennifer Karsh
Abstract
Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

Creative ethnography helps small nutrition-bar start-up find its path

Published
February 2013
Authors
Jacob Jasperson and Remington Tonar
Abstract
Nutrition-bar maker 1-For-1 Foods used ethnography and other research methods to understand how its buy-one-give-one model could fit into consumers’ lifestyles.

Cultural insights in clothes: three ways to understand Latino culture through the way Latinas dress

Published
March 2011
Author
Maria Gracia Inglessis
Abstract
Latina women hold themselves to a different social code than traditional American women, and what they wear and how they present themselves can provide researchers with deeper insights into Hispanic culture and the consumer.

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 from the client's perspective

Published
February 2009
Authors
Judith Langer and Jon Last
Abstract
The authors interviewed 26 researchers to explore how they use ethnographic research. Most found the method valuable, but they expressed concerns over cost, timing and the difficulties of getting management buy-in. They also disagreed over who is best suited to lead an ethnographic research project – a moderator, an anthropologist/ethnographer or clients themselves.

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.

Ethnography reveals top four physician-patient conversational gaps

Published
October 2012
Author
Kevin Fulmer
Abstract
The author outlines common gaps that exist when doctors interact with their patients and explores how understanding these disconnects can improve the health care process for both parties.

Ethnography tracks the migration of technology into the American kitchen

Published
May 2010
Author
Maren Elwood
Abstract
For many Americans, a kitchen is no longer just a place for making meals. The author’s ongoing study has seen it morph into a HIVE, a highly interactive virtual environment that incorporates food preparation along with checking e-mail, surfing the Web and a host of other tech-related activities.