Ethnography in marketing study ethnographic term

Ethnographic, Quantitative Study, Research Design and style, False Promoting

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Yet , FGD is quite vulnerable to external influences and participants have tendency being “swayed” by dominant participants. Thus, whilst it is more fun and builds more information than in-depth interviews, FGD can be susceptible to dominance of one or perhaps few individuals, thereby bringing on information that is certainly unreliable.

Lastly, ethnography gives a more detailed, objective, and traditional information about a phenomenon that is certainly worth observing for purposes of exploration in promoting. Under ethnography, the researcher acts as the observer, objectively noting, describing, and inspecting recorded info from his or her observations of the particular number of individuals (e. g., consumers who are patrons of or defectors from a particular product or service). Through this method, the researcher “attempts to understand things that are otherwise foreign” (Littlejohn, 1999: 211). Thus, ethnography brings in lucidity consumer culture, to get the specialist to understand the consumers’ emotions and so why a particular frame of mind is grown by buyers toward a product or service.

Khermouch exploration of the benefits of ethnography to market study demonstrates their effectiveness in probing deeply into the view and attitudes of people because consumers. Ethnography allows experts to identify issues that would not have already been generated through quantitative methods, or even through in-depth interviews and FGDs. This is because ethnographic research documents the honest and routine in someones everyday lives and the observer-researcher becomes a see to this. The commonality of the researcher-observer in the field makes the setting and people’s activities real and natural, therefore information made from ethnographic research is extremely reliable.

Without a doubt, from the instances cited in the article, the insightful data that ethnographic research experienced provided for businesses such as Best Western and Nissan, and others, serves as proof on the effectiveness of ethnography for the future of market research. Apart from being interesting, ethnographic research is also ready determine the “subtle psychological dimensions that might give them (companies) and edge. ” In effect, ethnography pinpoints what is exclusive in a products or services through the participants (also sociable actors), and work on these kinds of unique features as a point to leverage in the marketing strategy against its rivals.


Churchill, G. (1995). Marketing. The state of illinois: Richard M. Irwin, Inc.

Khermouch, G. (2001). “Consumers in the mist. ” Organization Week Online. Available at

Littlejohn, S. (1999). Theories of Individual Communication. FLORIDA: Wadsworth Creating Company.

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