The Truth About Ethnography Article


The Truth About Ethnography
PDMA Visions

By Gerry Katz

Ethnography is a popular research technique. In fact, in New Product Development it has almost taken on a life of its own—as the panacea for all research challenges. But is it the right technique to use in all situations? Are there situations in which another research technique would be preferable? In the following article, we examine these questions.

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