Learning from ethnic market research in the United States
Abstract:
This paper describes how community-based and ethnographic marketing research have been used as the basis for community-based marketing strategies. These approaches are particularly important for the study of ethnic sub-communities because they address several deficiencies of current ethnic marketing research methodologies. Synthesizing several American case studies, the report reflects on the general principles which may be gleaned from these experiences, including the tactics and objectives that must guide community-based research.
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