Ethnography

Ethnography is originally a method for anthropology. Typically researcher will be involved in target group's or individual's daily life openly or secretly for a considerably long period of time to observe what is going on, to listen to the target. In fact, it is a method to collect any related information with the focus on the research items.

Methods to collect materials: Observation; Structureless interview; Documents (include minutes of the meeting,class schedule, diary, letters and etc) analysis; Take some pictures or use tape recording to record participants' language, talks, activities and etc.

 

Application of Ethnography in Marketing Research:

1. New Product Development

2. Hi-tech Products Research