Using qualitative research, ethnographic studies aim to … It’s not the questions asked that makes an ethnographic project, but the method of inquiry that the questions open the door for. While none of these would be considered a perfect paper, most of them contain elements that will provide you with positive examples. Here are six common examples of how ethnographic research is collected: 1. Ethnographic research has traditionally been used by social science researchers but has recently been adapted by the marketing field to learn about consumer behaviors. 152 x UALITATIVE METHODS IN BUSINESS RESEARCH (for an example, see Bradford and Sherry, 2013). Ethnography is a type of study that tries to describe the social life of humans. Ethnographic Research Challenges: Ethnography isn’t for every research project. Mariampolski (2006) provides wider insight into the extensive use of ethnographic approaches in marketing research. Social media is used by 2.3 billion people and any one Internet user has on average 5.54 social media accounts.On Twitter alone, there are 500 million tweets sent each day and the network has 310 million active users each month. Ethnography, descriptive study of a particular human society or the process of making such a study. Compilation bias. A research question for an ethnographic research project can ask about whatever you’re interested in. Ethnographic market research is a method used by marketing strategists to collect data beyond surveys and interviews. The amount of data collected through ethnographic research gives businesses full transparency from the participants. 2. Ethnographic market research (EMR) helps companies understand the consumer in terms of cultural trends, lifestyle factors, attitudes and how social context influences product selection and usage. Online methods can also contain and store more data than previously. This article looks at how Xerox and Intel are using ethnography to develop viable products and improve the lives of their users. It is a qualitative approach that relies on what anthropologist’s call “participant-observation” meaning that the individual conducting the ethnography is immersed in the context they are observing. Related Journals of Ethnography. The typical output of an ethnographic market study is hours and hours of video. Fiona Naughton, vice-president for global marketing at HTC, calls ethnographic market research “the gift that keeps on giving”. Ethnography is the result of research methodologies employed by anthropologists, and increasingly, other disciplines like sociology and public health. The risk of changing behavior (and therefore research results) is much higher. Ethnographic studies, however, take this to an entirely different level, since researchers literally insert themselves into the lives of those being studied. Data overload . Social Media Analytics. 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