Chapter 5 - Using Ethnography in Consumer Research

Abstract : This chapter describes how ethnography can be used to understand consumer behavior and choice. Ethnography is an observational method that has been used traditionally in anthropology, but it has gained more and more interest in consumer research, both in academia and in industries. As an observational technique, it addresses the problems linked to the limitation of asking. In this chapter the authors discuss a range of approaches, methodological implications, and qualitative analysis of observations and interviews. One case study of ethnography is described in detail to enable the reader to gain more understanding of the process of making ethnographies in consumer research applied to food and beverages. Finally, the new trends that will influence the future of ethnography are briefly described as well as the strengths and weaknesses of this approach.
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Dominique Valentin, Carlos Gomez-Corona. Chapter 5 - Using Ethnography in Consumer Research. Methods in Consumer Research, Volume 1 - New Approaches to Classic Methods, Elsevier, pp.103-123, 2018, 978-0-08-102089-0. ⟨hal-02176273⟩

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