My feeds

Wednesday, July 22, 2009

Ethnography for Marketers

Hi Everyone
One of the questions I keep reading is that what is the difference between Market Research & Enthnographic research.
A lot has been written about Ethnographic Research & how it is different from Market Research but still there was still a need to understand Ethnographic Research Techniques from a Practical Marketers perspective.

Just got this book Titled Ethnography for Marketers: A guide to consumer immersion by Hy Mariampolski.
The book provides a practical guide to what ethnographic research is, how is it different from market research, why marketers should use ethnographic research techniques,etc .

Am presently reading it. One can find a preview of the book at