Press Releases

Research and Markets: Introduction to Ethnography

DUBLIN--(BUSINESS WIRE)-- Research and Markets ( has announced the addition of the "Introduction to Ethnography" training to their offering.

Anthropology meets market research in this fast-paced, crash-course on ethnography. Ethnography has been a niche market research methodology for decades, but with the recent increase in observational methods overall, its practice is rising. Learn important concepts that will help you decide when to use ethnography, how to plan a project, and how to avoid some common errors. Please note this class focuses on ethnography; for in-depth interviewing, see our other classes Research Interviews 101 and Conducting Research Interviews.

1 class, 90 minutes

Key Topics Covered:

1. What is Ethnography?

a. Examples of Ethnography as a Market Research Methodology

b. Planning an Ethnographic Research Study

c. Common Project Goals

2. Selection & sampling

a. Privacy & Permissions

b. Recruitment Tips

c. Fieldwork

d. Outliers

3. Interviews vs. Observation

a. Projective Technique

b. Experimental Design

c. The Value of Context

d. Preparing for Field Research

e. Documenting Goals and Processes

f. Frameworks for Observation

4. Practical Considerations

a. Note-taking Strategies

b. Ethical Considerations

c. In the Field

d. Use of Audio and Video Recording

5. Analyzing & Reporting Findings

a. Observing Cultural and Gender Differences

b. The Meanings of Things (symbols & rituals)

c. Body Language Clues

6. Final Review

For more information visit

Research and Markets
Laura Wood, Senior Manager
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Training

Source: Research and Markets