Ethnographic Research

We've grouped together all the information our site contains on ethnographic research (ethnography) to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

By the Numbers: Conducting research in an extraordinary economic climate: 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.
In Case You Missed It... June 2009: News and notes on marketing and research: Starbucks rethinks strategy; DIY projects; qualitative helps revamp men's deodorant
Trade Talk: Will creativity save marketing research?: Reports on a recent Webinar from Peanut Labs and Simon Chadwick in which Chadwick discussed the current state of research and sketched an outline of its possible future course.
Ethnography from the client's perspective: 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.
Qualitatively Speaking: Business ethnography and the discipline of anthropology: Adding some procedural rigor can transform ethnography-lite into true ethnography and produce more valuable marketing insights.

See more articles on this topic

There are 37 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Perceptions and realities: While video cannot and should not eliminate the written report, it should have a greater role in the tool kit of the corporate researcher. A case history example involving cell phones in Japan is included.
Customer observation: procedures, results, and implications: Researchers have multiple qualitative research tools at their disposal, including observation. This article aims to develop an awareness of observation as a research tool, to improve the level of skill in implementing observation, and to demonstrate its value for management information development.
Expert opinions: Soliloquy Inc. combined Web observational and opinion research to fine-tune Expert, its front-end interface for online vendors that allows shoppers to find what they want through a two-way interactive online conversation.
Watch, don't listen: Listening to customers can often be a bad idea. This article discusses why traditional marketing research techniques for obtaining market feedback may not work and how watching is superior to listening. The article offers guidelines for observing customers.
Lighting a different path: Coleman used a variety of qualitative research techniques to find new areas of business and revenue.

See more articles on this topic

Related Glossary Terms

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 period of time which provides insights into the group.

Search for more...

Related Associations

View all associations...

Related Events

IMODERATE WEBINAR: July 8 at 12 p.m. MDT, 2009; iModerate will hold a Webinar focused on iModerate"s Optimum!nsights service on July 8 at 12 p.m. MDT. The seminar will last one hour and is free for ARF members, $99 for non-members.
BURKE FOCUS GROUP MODERATING TRAINING: July 14-17, 2009; Burke Institute will hold a training session for focus group moderating on July 14-17 in Cincinnati. For more information visit www.burkeinstitute.com/schedules.

View more related Events...