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Possibilities of ethnographic research

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Author(s): Ji-Seun You, Edeltraud Kaltenbach
Collection: Congress 2005 - Making a Difference
Keywords: Ethnographic Research, Observational Research

ESOMAR Congress 2005 Award Winner - Best Case History
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This presentation describes how Ethnographic Research, a method providing clients and market researchers with the possibility to jump into the respondents' life and take part in particular situations and relevant actions, can overcome barriers of traditional methods. 'Being there' for us means taking part in the persons' life in order to participate and learn what we need to know. The presentation outlines both the fundamentals and the impact of Ethnographic Research on the client side to fuel strategic marketing decisions.



Date of publication: 21.09.2005
ISBN: 92 831 1384 5
Order Code: CON05-03
Number of pages: 15

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