According to Smith (2012), ethnography involves the study of human
social phenomena and communities which concentrate on human societies. The
study usually involves fieldwork where ethnographer has to live with the people
they observe and live their life. Normally, ethnographer will work with those
who are knowledgeable and can give more information regarding the
study. An example given by Smith (2012) shown the study made by Institute of
design from Procter & Gamble (P&G) which looked at party planning in American
home.
Hoey (2011),
indicated that ethnography as a qualitative research process and a method to
conduct an ethnography to meet the goal of cultural interpretation.
According to
Berner (2006), ethnography of marketing is a way in which companies use in
order to know the culture and also behavior of their customers. Berner (2006),
also stated that the demand of business and anthropology that
doing field research are not the same.
In the context of
marketing research, the advantage of undertaking the ethnography study is most
of the ethnographer will involved directly with their study group where
they need to interact and integrate (Anonymous, 2004). Anonymous (2004) also
has stated that the most important advantage is the information that they get
from the study is truthful and valid because it is the first hand information. Other
than that, the ethnographer can learn social processes within the customer’s.
According to
Anonymous (2004), the challenges in undertaking the study of ethnography in
marketing is regarding the time. Some study is time consuming where it can last
about a month or maybe years. This is possible for some ethnographer to involve
in the group because they might lose the viewpoint from an outsider. Therefore,
the research can be bias.
