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Research company tries to show that you can only understand consumer behaviour by living with their behaviour - Essay Example
Author : morarjuston
Pages 10 (2510 words)
Research company tries to show that you can only understand consumer behaviour by living with their behaviour. Table of contents 1. Introduction 3 2. Ethnography as a research approach for studying consumer behaviour 3 2.1 Importance and limitations of ethnography as a research approach 3 2.2 Why is it important to study the composition of the decision making unit?…
For this reason, a high range of research methods has been developed for helping marketers in developing the above task. In practice, it has been proved that certain of these methods are not fully effective, allowing the appearance of inaccuracies in their findings. The potential use of ethnography as a research method is explored in this paper. The ‘Project Keyhole’, a research program based on ethnography is used as an example. The project was developed by the advertising firm BMP DDB. The advantages and the limitations of ethnography are also critically examined in order to understand the reasons that led BMP DDB to choose the specific research approach. It is proved that ethnography is a quite effective research method, under the terms that the rules related to its application are respected. 2. Ethnography as a research approach for studying consumer behaviour 2.1 Importance and limitations of ethnography as a research approach Ethnography is a quite popular qualitative research method (Rubin and Babbie 2009, p.218). The key characteristic of ethnography is ‘observation in natural settings’ (Rubin and Babbie 2009, p.218). More specifically, in the context of ethnography researchers can observe the behaviour of a social group in regard to a particular social activity (Rubin and Babbie 2009, p.218). ...