Many consumer and marketing research techniques have been adopted from other disciplines ranging from statistics to demography, from social sciences to studies in communication theories and economics. Yet a holistic approach, like ethnography, has not been widely used by the practicing researchers, at least not in India. The authors adopted the enthnographic methodology widely used in anthropology and cultural studies but adapted it to suit the requirements of consumer research. This paper presents the general conceptual framework of the ethnographic method as well as the modifications made by them. Finally the paper aims to demonstrate through illustrations from an ethnographic study conducted by the authors, how judicious application of this method can enrich in-depth understanding of socio- cultural frame-work of the consumer which, in the final analysis, affects the consumption pattern.
Electronic technology has introduced the personal TV meter and product pack scanning and other devices into sophisticated measurement of advertising and product purchasing. The costs are too high for the methodology to be used in many countries and yet the need for measurements of advertising effect and coverage are there. In India, a single source Panel has been running for 18 months based on more traditional Panel methods, with modifications suitable for the cultural and social environment of the country. This paper provides evidence of the reliability and effectiveness of the research and case histories of the ways the data have been used to good effect. in particular it discusses ways of taking a more balanced measure of TV's impact and coverage in a country where, for the time being, it is perhaps regarded uncritically as an advertising medium. it looks at alternative media strategies and various measures of the sales effect of advertising. A new analysis for predicting audiences to sponsored programme series is also described. The main conclusion from the paper is that there is no need to wait until the electronic technology can be afforded. Suitable modifications to traditional non-electronic methods are more than adequate.