MKT 100 Chapter Notes -Projective Test, Ethnography, Shampoo
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MKT 100 Full Course Notes
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An exploratory research method, observation entails examining purchase and consumption behaviors through personal means or the use of technology, such as video camera or other tracking devices. Observational research can even be used to understand the difference among consumers when they shop in retail stores. Ethnography is an observational method that studies people in their daily lives and activities in their homes, work, and communities. It is often used when market researchers believe that potential respondents may be unable to express in a useful way their experiences with a product or service. This type of research yields insights and intimate details that respondents may not want to reveal. They often use video cameras, audio recording devices, and diaries to keep detailed records of their observations. Analysis of ethnographic data requires very experienced and knowledgeable market researchers to make sense of hours of video tapes, audio tapes, or a volume of notes from the researcher"s diary.
