This article looks at how Xerox and Intel are using ethnography to develop viable products and improve the lives of their users. Ethnographic studies, however, take this to an entirely different level, since researchers literally insert themselves into the lives of those being studied. Ethnographic Research Challenges: Ethnography isn’t for every research project. While none of these would be considered a perfect paper, most of them contain elements that will provide you with positive examples. The concept of ethnography has been developed within social anthropology; but the term is now sometimes used in a looser way in for example opinion and market research. Using qualitative research, ethnographic studies aim to … Learn more about understanding the voice and mind of the consumer. Ethnographic market research is a method used by marketing strategists to collect data beyond surveys and interviews. Contemporary ethnography is based almost entirely on fieldwork and requires the complete immersion of the anthropologist in the culture and everyday life … Fiona Naughton, vice-president for global marketing at HTC, calls ethnographic market research “the gift that keeps on giving”. It is a qualitative approach that relies on what anthropologist’s call “participant-observation” meaning that the individual conducting the ethnography is immersed in the context they are observing. A research question for an ethnographic research project can ask about whatever you’re interested in. Related Journals of Ethnography. Social media is used by 2.3 billion people and any one Internet user has on average 5.54 social media accounts.On Twitter alone, there are 500 million tweets sent each day and the network has 310 million active users each month. True, ethnography can be expensive, but the combination of mobile technology and the willingness of customers to share their experiences will make it more accessible to many. Social Media Analytics. Ethnographic research has traditionally been used by social science researchers but has recently been adapted by the marketing field to learn about consumer behaviors. Data overload . 2. Compilation bias. The typical output of an ethnographic market study is hours and hours of video. Here are six common examples of how ethnographic research is collected: 1. Ethnography is a type of study that tries to describe the social life of humans. Ethnographic market research (EMR) helps companies understand the consumer in terms of cultural trends, lifestyle factors, attitudes and how social context influences product selection and usage. The risk of changing behavior (and therefore research results) is much higher. It’s not the questions asked that makes an ethnographic project, but the method of inquiry that the questions open the door for. Ethnography samples This page will provide you with easy access to sample papers that have been collected throughout the years. Ethnography, descriptive study of a particular human society or the process of making such a study. Online methods can also contain and store more data than previously. 152 x UALITATIVE METHODS IN BUSINESS RESEARCH (for an example, see Bradford and Sherry, 2013). The amount of data collected through ethnographic research gives businesses full transparency from the participants. Mariampolski (2006) provides wider insight into the extensive use of ethnographic approaches in marketing research. Ethnography is the result of research methodologies employed by anthropologists, and increasingly, other disciplines like sociology and public health. 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