Ethnography Study in Marketing

What is Ethnography?

Ethnography is one type of qualitative research method that aimed to provide a detailed, in-depth description of everyday life and practice (Brian, 2011). Besides that, ethnography also aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group.

 Video about "What is Ethnography?" by Penny Harvey

Ethnography Study in Marketing 

In the context of marketing, researchers conduct ethnography study to observe the consumers behavior towards the products and services that provided by the organization. They collect data about how the consumers behave and the cultural background of the consumers. This will help the organization to enhance their products or services to meet costumers needs.

Advantages of Ethnography Study in Marketing

• Develop details that help the organization to understand the customers performance and areas for potential improvement and innovation towards their products and services.

• Ensure that the products and services that provided by the organization are fulfill and meet the customers needs.

• Achieve a high level of overview and feedback of the consumer's attitude or behavior towards the products and services that provided by the organization.  

•  Help to build good relationship with customers while conducting the research.

Challenges of Ethnography Study in Marketing

• Different background and cultural of the customers may cause bias which lead to the result of the research not accurate.

• During the data collecting process, it might be take time to collect the data through different types of characteristic of the respondents.