ASSIGNMENT

Case Study Report Assignment

Table of Contents

Introduction1

Discussion1

Ethnography1

Case Study Review Question 12

Ethnographic Marketing Research2

Ways to conduct Ethnographic Market Research3

Importance of Ethnographic Marketing Research4

Advantages and Disadvantages of this Approach5

Case Study Review Question 27

Family as a Decision Making Units7

Importance of Family as a Decision Making Unit7

Case Study Review Question 38

Conclusion9

References11

Case Study Report Assignment

Introduction

This paper highlights the answers to the three main case study questions related to ethnographic market research. These answers are discussed at length providing detailed analysis of consumer behaviours, consumer oriented marketing and how well can the marketers employ strategies that can help them gain better perspective about the 'true' or real consumer behaviours and reactions, so that they can easily employ these findings into their marketing strategies to gain effective results.

However, for purposes of providing greater understanding to this marketing research concept, the discussion foremost begins with highlighting the concept and meaning of ethnography itself, followed by the review questions of the case study.

Discussion

Ethnography

Ethnography means the ways or the study to understand the behavioural and cultural settings of a society in a better and comprehensive way. This is done through personal participatory activities aimed at meeting, speaking and interacting with the individuals of the society and culture to be studied in. ethnography is strongly associated with the concepts and ideas, similar to that of anthropology. Such type of approach in a research allows the collection of intimate data analysis and collection that can help in providing a new and broader perspective to the whole research design (Ethnographic-research.com, n.d.).

Healy (2011) on the other hand states ethnography as the new buzzword in marketing and marketing research. Along with, stating examples such as BBC using this particular research method with aim to develop quality programming and to remain close to its audiences. However, this research traces its root to the early twentieth century, but since past two decades many renowned and established business corporations, especially those operating in the consumer goods industry, are increasingly adopting this approach. By doing so, critical business success has been derived and at present over seventeen percent of the business corporations in the United Kingdom are employing this research approach.

Case Study Review Question 1

Ethnographic Marketing Research

This case at length describes the importance and relevance of ethnographic marketing research. To begin, further analysis of this particular marketing approach, it is only prudent to discuss this approach first itself.

Ethnographic Marketing Research is said to be a systematic approach, concerned with observing the consumers in their own environment settings and how they perceive and use various products and services. The greatest use of employing this particular marketing research tool is to gauge and discover new insights to consumer perception and behaviours and to understand new marketing and product innovations. The vital characteristics of this particular research method includes various and long visits to the consumer location such as home, or external environment like going with them on their grocery shopping and more. This particular research is qualitative in nature, hence a great amount of qualitative data is collected in form of ...