Worth A Thousand Words — Online Ethnography By Jerry
نویسنده
چکیده
Traditional ethnography, as applied to marketing research, involves the analyst spending time observing the consumer in her natural lair, so to speak, as she goes about buying and using a product or service. But ethnography doesn’t stop there. The observation of target consumers is almost always accompanied by depth interviews, during or after the observation phase. So, ethnography is actually a combination of a traditional qualitative technique (depth interviews) with a new twist (some type of observation).
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