The Ethnography Of marketing

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.