The advantage and the challenges in undertaking ethnography study in the marketing research

Ethnography is geared toward exploring culture. Ethnography is the study and systematic to record the human cultures. This has a descriptive work to produced from some research. Ethnography is the scientific study of human social phenomena and communities, for example, fieldwork. Besides, ethnography also may defined as both a qualitative research process or method and product and aim is cultural interpretation.

The ethnography lives among the people who are the decide to study for a period, he or she meed usually to record data about the human cultures and societies. Ethnographer have close relationship with the human who can provide the specific information and data on aspects of cultural life to ethnographer.

The advantages of ethnography in marketing research :

• Ethnography can provide extensive and in-depth findings about the customer.
• Ethnography can evolve and explore new lines of inquiry customer.
• Through the ethnography can better understand both the impact and emotional triggers and the motivations that impact product purchase and usage so that, the marketer can better connect with the customer.

The challengers of ethnography in marketing research :

• This take longer time to build relationship between the customer.
• This is hard for marketers to gather and collect the information or data under certain period.
• The different behavior and culture of customer will also become obstacle in marketing research.