Consumption, Culture and Consumer Life-choices in AustraliaEmerald Group Publishing LimitedApril 14, 2006 89 Pages - SKU: ED1373538 |
Countries covered: Australia
Purpose - The purpose of this paper is to delve into the nature of ethnography to evaluate its potential as an applied qualitative research method in commercial ad hoc market research. A re-interpretation of ethnography adapted for the commercial market research environment is proposed and a conceptual framework for its implementation offered. Design/methodology/approach - This will include examination of the different ethnographic approaches employed across social and market research fields. Findings - An examination of several case studies reveals how ethnography can produce both tactical and strategic insights into aspects of consumer usage, behaviour, experience and culture. Originality/value - The paper discusses how ethnographic research can potentially connect marketers, businesses and whole corporations with their consumers, in ways that other forms of market research cannot. |
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