Improving Ethnography Through the Use of Digital Techniques Article

ARTICLE

Improving Ethnography Through the Use of Digital Techniques
Quirk's Marketing Research Review

As a marketing researcher you may have conducted ethnographic research in the past to uncover insights about a consumer’s use of a product or service. While ethnography is the traditional term for this method, you may have heard this type of research referred to by other names such as consumer safaris or contextual observation.

Authors

Amanda Ford

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