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