What is Ethnographic Research in Marketing?

Learn Ethnographic Research definition in marketing with explanation to study “What is Ethnographic Research”. Study ethnographic research explanation with marketing terms to review marketing course for online MBA programs.

Ethnographic Research Definitions

  1. A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"..

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



  2. A particular observational research approach that uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Ethnographic Research Explanation

Ethnographic research market ( EMR) study of market in which companies understand their consumers or clients in terms of social, cultural, economic and environmental trends influencing product and services. The research is usually conducted by the companies in order to determine customer's feedback about the product, for this purpose companies usually employ focus group.

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