Ethnography Study in Marketing

What is Ethnography?

Ethnography is the study of life and culture of a community or ethnic groups, such as customs, habits, laws, art, religion, language. Field preceding the study is very close to ethnography ethnology, namely comparative study of different cultural communities or groups (Richards et al., 1985).

Ethnography is a detailed survey of a group to describe the behavior, characteristics, and also culture. It is also a qualitative research method that aims to study and understand the cultural phenomenon that reflects the knowledge and meaning systems that guide the life of cultural groups.


Ethnography Study in Marketing
Ethnography in marketing is an approach that can be applied in the context of the industry and also covers business affecting the business category to consumers (B2C) or business to business (B2B). Other than that, ethnography in the world of marketing is to learn about the behavior of customers in selecting products or services offered by the marketers.


Advantages
• Using data sources from both qualitative and quantitative data from
• The data produced more accurate
• The data generated is more inductive


Challenges
• The time taken to obtain data for long periods of up to several months
• Many of the ethnographic method using a small number of participants and the atmosphere around   the small scale
• The decision must be made through ethnographic methods through experience