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Marketing Research Articles Related to Ethnographic Research

Marketing Research Articles Related to Ethnographic Research

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A fuller picture

Published
May 2006
Author
Jerry W. Thomas
Abstract
By examining a sample online ethnography project, the author shows how gathering respondent photos, diaries, stories and interviews can provide insights beyond those obtained through simply asking respondents about their actions.

* 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.

A working vacation

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.

An enriching process

Published
November 2005
Author
Martha C. Rivera
Abstract
An in-depth look at ethnographic research in Latin America, including thoughts on modes of observation, participation, incentives and questioning.

* 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.

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.

Can we do better screeners? Of course!

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.

* 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.

Community involvement

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.

* 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.

Design inspiration

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.

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.

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