The Art & Science of Ethnographic Marketing Research
<p>Ethnography is not new to marketing research. Today, most companies who invest in marketing research have had some experience with ‘ethnography’ and many have fully incorporated the approach into their ongoing research programs. <a href="https://www.epicpeople.org/data-science-and-ethnography/" rel="noopener ugc nofollow" target="_blank">In this, the era of big data, it is as important as ever to understand the value of ethnography for companies in the product and service business.</a></p>
<p>This article considers the art and science of ethnographic marketing research: the ‘science’ includes the specific set of methods that are utilized and their execution and the ‘art’ includes how a particular suite of ethnographic methods is selected as part of a customized research design and how the data, once collected, are interpreted through the lens of culture and society.</p>
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