Resource Library Calendar Career Management Community
About The AMA Search
Login

Resource Library

Email Print page

GfK 

Tip Sheet for Buyers of Ethnographic Market Research 

Rated:

by 0 Members

Published 7/9/2008 

Author:  


 

Summary

 

When it comes to ethnographic research, visual evidence may not be what it seems. One of the distinctive characteristics of ethnographic research is that it is not about individuals, but rather environments, processes and situations. The ethnographic researcher uses a toolkit grounded in social scientific models and theories.

Ethnographic research is especially valuable in the later stages of the product cycle. Key characteristics to look for when selecting an ethnographic research provider include the researcher’s specific approaches to research, method of data gathering and quality of data analysis.

© 2008 GfK
All Rights Reserved

GfK Custom Research North America

AMA Content Partner


View this content

Member Comments (0):


To rate or comment on articles, you must be a logged in AMA member. Click here to join

AMA IconPowered by the American Marketing Association | Copyright © 2009 MarketingPower, Inc. The site content may not be copied, reproduced, or redistributed without prior written permission from the American Marketing Association or its affiliates.