Ethnography and observational research market research. A vision for a new manana 2003, loma linda university press, loma linda ca paul richardson and carmen rusu, public perceptions of the seventhday adventist church in north. Doing ethnography in and among complex organisations. Moreover, analyzing such issues as the sources of product satisfaction. Apr 20, 2015 ethnographic marketing research, above all, helps a company better understand the customer by determining the internal and external factors that influence behavior.
Useful book on ethnographic market research, with many examples, but less strong on how research can be conducted. Susan squires and bryan byrne, creating breakthrough. Towards a theoretical ethnography of migration engaging in crossborder practices and return migration in the. A guide to consumer immersion 2006, sage publications, thousand oaks ca johnny ramirezjohnson and edwin i. This chapter provides a brief history and definitions of ethnography and observational research. Author hy mariampolski s expertise in the field is clearly communicated through the vast, indepth coverage of the various aspects of ethnography for purposes of marketing research. His client industry experience includes technology, health care, pharmaceuticals, financial and professional services, retailing, consumer products, publishingmedia, and not for profit organizations. A guide to consumer immersion is a welcome addition to qualitative market research bookshelves from a guru with a wealth of professional experience. Finally, participantobservation is a methodological tool, not a political philosophy, and it is a tool available for disparate purposes. Hy mariampolski provides realworld examples, used successfully for over 15 years at his own company, to set standards for best practices in planning, managing.
Author hy mariampolski s expertise in the field is clearly communicated through the vast, indepth coverage of the various aspects of ethnography for. Backgroundintroducing ethnography to marketersthe intellectual heritagethe power of ethnographyapplications of the new marketing ethnographypart ii. The power of ethnography a s previously noted, ethnography cannot reasonably be classified as just another single method or technique. Author hy mariampolskis expertise in the field is clearly communicated through the vast, indepth coverage of the various aspects of ethnography for purposes of marketing research cara lee. Pdf a critical overview of the complicated history and various uses of ethnography. Ethnography for designers efficiently teaches both the practitioner and student how to question assumptions so often overlooked in the powerful nexus of meaning, space, and place. Maryann mccabe mariampolski provides strategies and tips for conducting onsite marketing research into consumers behaviors and lifestyles. Bibliographic record and links to related information available from the library of congress catalog. In this article, we look at what is meant by business ethnography, how it is used, and its benefits and pitfalls. Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify unmet needs, stimulate novel insights, create strategies and develop new ideas mariampolski, 2001. There is virtually no limit to the imaginative ways researchers are combining other electronic and facetoface research approaches with ethnographic research. In substance, it is a research discipline based on culture as an organizing concept and a mix of both observational and interviewing tactics to record behavioral dynamics. Ethnography is a field research method that can be used to understand the needs, behaviors, and decisionmaking factors of consumers in. Online ethnographic marketing research decision analyst.
Author hy mariampolski s expertise in the field is clearly communicated through the vast, indepth coverage of the various aspects of ethnography for purposes of marketing research cara lee. I purchased the book in 2011 when putting together a library of sources for my own work in consumer research, and have referred to it for numerous projects since then. Ethnography for marketers is an excellent, stepbystep guide for anyone who wants to learn about ethnography or brush up on his or her ethnographic research skills. The word ethnography is derived from the greek ethnos, meaning a company, later a people, nation and graphy, meaning writing. Ethnography is the study of human behavior in its most natural and typical context. In substance, it is a research discipline based on culture as an organizing concept and a mix of both observational and interviewing tactics to. Stories that deliver business insights ethnographic stories offer executives an empathic understanding of how consumers live, work and play through gritty and detailed descriptions. Documents and settingsmontemy documentsandrewssyllabus. Ethnographic research in the wic program provides a chance for participant feedback about the assessment process in the natural settingthe wic clinic.
The drawbacks in conducting fieldoriented ethnography include the following. The digital ethnography research centre derc the digital ethnography research centre derc focuses on understanding a contemporary world where digital and mobile technologies are increasingly inextricable from the environments and relationships in which everyday life plays out. Its central to gaining a full understanding of your customers and the business itself. Aug 23, 2016 ethnography, lived experience and consumer research august 23, 2016 august 23, 2016 dr. Ethnography, with its focus on observed everyday behavior, is qu. These two companion works are essential guides for marketers seeking rich insights into their customers thoughts and behaviors. Ethnography, with its focus on observed everyday behavior, is quickly. Consumer ethnography aims to pin down intangible elements that are imperceptible when apprehended singly but become discernible when. Ethnography, lived experience and consumer research. Download pdf the intelligent marketers guide to data.
Find, read and cite all the research you need on researchgate. Ethnography for marketers provides a comprehensive stepbystep guide for planning and executing consumer studies that lead to innovations in products, services, and communications. Author hy mariampolskis expertise in the field is clearly communicated through the vast, indepth coverage of the various aspects of ethnography for purposes of marketing research. Research that uses ethnographic methods has long been used in anthropology by scientists that want to understand. This is the use of direct observation and interviews to reveal your customers true behaviors and motivations. Olson, the american church in crisis 2008, zondervan, grand rapids muhammad anisur rahman, peoples selfdevelopment. Aug 23, 2016 in consumer culture research, ethnography has become a particularly useful approach when seeking to understand sociocultural and situational meanings that underpin consumption behaviour mariampolski, 2006. His client industry experience includes technology, health care, pharmaceuticals, financial and professional services, retailing, consumer products, publishingmedia, and notforprofit organizations. An introduction to definition and method 5 context auto ethnography was used to challenge hegemonic discourses and therefore, validates. In consumer culture research, ethnography has become a particularly useful approach when seeking to understand sociocultural and situational meanings that underpin consumption behaviour mariampolski, 2006. Marketing ethnography is a subfield of applied anthropology and sociology that uses the direct experience of consumers everyday reality to stimulate the innovation process and the intensive understanding of purchase and usage dynamics.
Aug 21, 2001 qualitative market research follows through a complete research project from the perspective of both user and practitioner. What you learn from ethnographic stories may surprise you and change your companys strategy. Anthony bernier, professor, san jose state university, usa ethnography for designers is a revelation, reaching beyond the scope of architecture. Mariampolskis book successfully meets its stated promise of a comprehensive guide to qualitative market research. A guide to consumer immersion 2006, sage publications, thousand oaks david t. Corporate ethnography isnt just for innovation anymore.
Ethnography, lived experience and consumer research august 23, 2016 august 23, 2016 dr. Ethnographic studies focus on large cultural groups of people who interact over time. Richard elliot and nick jankel, using ethnography in strategic consumer research, qualitative market research. Perspectives on participatory action research 1993, zed books.
Book textbooks ethnography create a flyer for ethnography for marketers please select from the following options what you would like to be included in the flyer. Qualitative market research follows through a complete research project from the perspective of both user and practitioner. South africa syllabus gsem730 field research for ministry. Take advantage of this powerful research tool next time you undergo product development, launch a new website, or develop packaging it may radically change your approach. Introducing ethnography to marketers5 01mariampolski4671. Prabash edirisingha 1 comment this is an edited extract of my phd methodology chapter covering ethnography and ethnographic methods. Hy mariampolski, author of qualitative market research. Ethnography and observational research mariampolski 2012. Pdf download the intelligent marketers guide to data. Ethnography for marketers does an excellent job of capturing the academic aspects of ethnography but does so from a practical, useful point of view.
532 422 1103 183 1317 265 433 140 1132 156 1463 1031 708 1051 270 1465 1453 963 1353 641 740 711 114 627 987 311 28 956 1014 1104 970 470 662 290 247 1068 1022 773