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Ethnography can also be used in other methodological frameworks, for instance, an action research program of study where one of the goals is to change and improve the situation. [15] Ethnographic research is a fundamental methodology in cultural ecology, development studies, and feminist geography.
Multicultural marketing, also known as ethnic marketing, is a strategic approach in marketing aimed at specific ethnic audiences distinct from the majority culture within a country, often referred to as the "general market."
Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. [1] It is an important component of business strategy [2] and a major factor in maintaining competitiveness.
Autoethnography is a form of ethnographic research in which a researcher connects personal experiences to wider cultural, political, and social meanings and understandings.
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
Mobile ethnography methods differ in the mobile device they use, the openness of the approach, the frequency and the content assessed. [3] Mobile ethnography has been applied in qualitative marketing research and customer experience management in order to slip into the customer’s shoes and let customers collect touchpoints in order to create their personal journey map.
This approach aims to understand the cultural meaning and significance of a particular behavior or practice, as it is understood by the people who engage in it. [2] The "etic" approach, on the other hand, is an outsider's perspective, which looks at a culture from the perspective of an outside observer or researcher.
Online ethnography (also known as virtual ethnography or digital ethnography) is an online research method that adapts ethnographic methods to the study of the communities and cultures created through computer-mediated social interaction. As modifications of the term ethnography, cyber-ethnography, online ethnography and virtual ethnography (as ...