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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.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots
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.
How online observational techniques help qualitative researchers keep pace with the speed of consumers
Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.
Research shows the power of telling a good story when creating advertising aimed at kids
Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.
How qualitative can help define the new value proposition
As the information age evolves into the innovation age, qualitative researchers must adapt their methods to emphasize consumer anthropology; creativity and co-creation; and action and/or strategic planning to look beyond product attributes by asking - and answering - the questions of ‘So what?’ and ‘Now what?’
How to evoke respondents’ brand-related stories
The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

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Related Articles

There are 45 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Qualitatively Speaking: Ethnography makes the human connection
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.
Trade Talk: Changing diapers, thinking about ethnographic research
As he struggles to use various baby-related products, a new father wishes his trials were being watched by a team of marketing ethnographers.
Observing the world
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.
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.
Observation and monitoring of interviews
This article is an excerpt from a chapter of “Approaches to Developing Questionnaires,” a report by the U.S. Dept. of Commerce. The article examines the usefulness of observation and monitoring for the purpose of evaluating the questionnaire and related data collection procedures. It discusses such topics as respondent cooperation, interview flow, interview length, personnel and skill requirements, characteristics of individual questionnaire items, using forms to quantify observations, verbal interaction coding, interview training, the observation setting and cost considerations.

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Related Discussion Topics

Ethnography Research
01/21/2009 by Sumesh Mr Pansari
Pharmacy ethno
12/15/2008 by Chas McCormick
Ethnographic research in pharmacy
11/03/2008 by judy dorfman
Hi Susanne -
10/08/2007 by Peter Zahnd
Ethnography - the options are boundariless
08/01/2007 by Mike Weber

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Related Events

RIVA COURSE 241: QUALITATIVE ANALYSIS AND REPORTING
February 18-19, 2010
RIVA Training Institute will hold a course, themed 'Qualitative Analysis and Reporting' on February 18-19 in Rockville, Md.
RIVA COURSE 204: ALL ABOUT ETHNOGRAPHY
March 8-10, 2010
RIVA Training Institute will hold a course, themed 'All About Ethnography,' on March 8-10.

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