Ethnography as a market research tool

Date of publication: January 1, 1998

Author: Hy Mariampolski

Abstract:

This paper is devoted to issues related to the planning and implementing of market research studies with the use of ethnographic and observational approaches. This paper addresses these issues according to a consistent set of principles developed through practice. It also describes how decisions should be made about research implementation according to the QualiData Worldwide Ethnography™ model.

  • PDF
  • This could also be of interest