Abstract:
As a contribution to the growing discussion of ethnographic and observational approaches in market research, this paper takes up the issue of tactical decision making in implementing these projects. Clients tend to ask tactical questions first, when considering this approach, however, this discussion has been overlooked in the research literature. The predominant implementation issues that arise in connection with fielding ethnographic studies include: determining study sites; determining respondent interaction; gaining respondent cooperation; orienting respondents; data collection (traditional and non-traditional means); mavimfring client observation and co-participation; determining field time; and organizing and reducing collected information to best meet marketers' needs. This paper addresses these issues according to a consistent set of principles and describes how decisions are made about research implementation according to the QualiData model.
This could also be of interest:
Research Papers
On the difference between illustrating a theory and solving a problem
Catalogue: Workshop 1976: Educating The Effective Marketing Decision Makers
Author: P. S. Kristensen
 
June 1, 1976
Research Papers
Problem solving in industrial marketing research in the Middle East
Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Authors: George V. Vassiliou, Costas Kaimakis
Company: MEMRB
June 15, 1986
