>> Ethnography

EthnographyIt can define as method and learning about culture that include item like demography, geography, politics and so on.


Context of Marketing Research

•  It help researcher to understand more about research and collect the data.
• The method use researcher to know attitude customer
• For instance in segmentation based on gender, age, social status and so on
• From this segmentation, researcher can collect data based what they customer want
• Purpose doing this ethnography to get main and to fulfill customer need toward product or service
• Other things, to collect data researcher use qualitative which is need interview, distributed questionnaire, observation and so on.

Advantages & Challengers
Provide Information
In marketing information is very important, because it use to analysis about customer. At the same time marketer can interaction with they customer and know what they want especially when launch new product. However, have challenges for this ethnography. Like a it take too long to collect the data. Sometime maybe information that giving can be lie and have respondent not answering question with right answer. Last but not least, ethnography is important to help marketer and researcher to understand consumer behaviour. Impact from this, it can help company to improve they product or service that offered to customer and last can increase company profit.