ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/40013 |
Resumo: | Consumer behavior studies entail complex situations that are not simple to understand by quantitative researches using scales. Recently there is a enhancing of qualitative methods to help interpret the individual and the group. In business and marketing researchers with qualitative work are increasingly using techniques, and methods that are common in sociology, anthropology, and psychology which have more tradition in qualitative research. Ethnography originated from anthropology and sociology with group approaches seems to be a good tool to marketing studies. Thus, the aim of this work is to discuss ethnography as a marketing research methodology, emphasizing its employment and limitations. This is made by an essay based on analytical and descriptive bibliographic research. The article begins exposing the ethnography and ethnology origins, and evolution in the field of anthropology. It is followed by the main methods of collecting and data analysis in ethnography. Its main uses and limitations in marketing are discussed. To conclude the reasoning is that the method is adequate in marketing research if applied with methodological rigor. This kind of research has the advantage of revealing why some behavior related to group occur, what is not possible with others positivist approaches. |
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ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSIONETNOGRAFÍA EN MARKETING: UNA DISCUSIÓN INICIALETNOGRAFIA EM MARKETING: UMA DISCUSSÃO INICIALpesquisamarketingetnografiaconsumidorresearchmarketingethnographyconsumerinvestigaciónmarketingetnografíaconsumidorConsumer behavior studies entail complex situations that are not simple to understand by quantitative researches using scales. Recently there is a enhancing of qualitative methods to help interpret the individual and the group. In business and marketing researchers with qualitative work are increasingly using techniques, and methods that are common in sociology, anthropology, and psychology which have more tradition in qualitative research. Ethnography originated from anthropology and sociology with group approaches seems to be a good tool to marketing studies. Thus, the aim of this work is to discuss ethnography as a marketing research methodology, emphasizing its employment and limitations. This is made by an essay based on analytical and descriptive bibliographic research. The article begins exposing the ethnography and ethnology origins, and evolution in the field of anthropology. It is followed by the main methods of collecting and data analysis in ethnography. Its main uses and limitations in marketing are discussed. To conclude the reasoning is that the method is adequate in marketing research if applied with methodological rigor. This kind of research has the advantage of revealing why some behavior related to group occur, what is not possible with others positivist approaches.Estudios sobre el comportamiento humano envuelven situaciones complejas que no son simples de comprender por escalas usadas en investigaciones cuantitativas. De ser así, en años más recientes, se verifica un uso creciente de métodos cualitativos para auxiliar a entender el individuo y el grupo. En administración y marketing, investigadores con trabajos cualitativos se están basando en métodos y técnicas comunes en sociología, antropología y psicología, que tienen más tradición en ese tipo de estudio. La etnografía originada de la antropología y de la sociología, con estudios de comportamiento de grupo parece ser un instrumento adecuado para estudios en marketing. De ser así, el objetivo de este estudio es discutir la etnografía como metodología de investigación en marketing, destacando sus usos y limitaciones. Se hace eso en forma de ensayo por medio de revisión bibliográfica de carácter analítico y descriptivo. Se inicia con la exposición del surgimiento y evolución de la etnología y de la etnografía en el campo de la antropología. Se sigue con los principales métodos de recolección y análisis de datos de etnografía y principales usos en marketing, bien como sus limitaciones. Se concluye que su aplicación en marketing es adecuada si hay rigor metodológico, ya que ese tipo de investigación tiene la ventaja de revelar por qué los comportamientos relacionados a un dado grupo ocurren, lo que no es posible con otros abordajes positivistas.Estudos sobre o comportamento humano envolvem situações complexas que não são simples de compreender por escalas usadas em pesquisas quantitativas. Assim, em anos mais recentes, verifica-se um uso crescente de métodos qualitativos para auxiliar a entender o indivíduo e o grupo. Em administração e marketing pesquisadores com trabalhos qualitativos estão se baseando em métodos e técnicas comuns em sociologia, antropologia e psicologia que têm mais tradição nesse tipo de estudo. A etnografia originada da antropologia e sociologia com estudos de comportamento grupo parece ser um instrumento bastante adequado para estudos em marketing. Assim, o objetivo deste estudo é discutir a etnografia como metodologia de pesquisa em marketing, destacando seus usos e limitações. Faz isso em forma de ensaio por meio de levantamento bibliográfico de caráter analítico e descritivo. Inicia-se com a exposição do surgimento e evolução da etnologia e da etnografia no campo da antropologia. Segue-se com os principais métodos de coleta e análise de dados da etnografia; e principais usos em marketing, bem como suas limitações. Conclui-se que sua aplicação em marketing é adequada se houver rigor metodológico, já que esse tipo de pesquisa tem a vantagem de revelar porque os comportamentos relacionados a um dado grupo ocorrem, o que não é possível com outras abordagens positivistas.Universidade Federal do Rio Grande do Sul2013-06-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articlearticulo científicoAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/40013Electronic Review of Administration; Vol. 12 No. 4 (2006): Edição 52 - jul/ago 2006Revista Electrónica de Administración; Vol. 12 Núm. 4 (2006): Edição 52 - jul/ago 2006Revista Eletrônica de Administração; v. 12 n. 4 (2006): Edição 52 - jul/ago 20061413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/40013/25501Ikeda, Ana Akemide Castro Sebastião Pereira, BeatrizGil, Camilainfo:eu-repo/semantics/openAccess2013-06-19T16:35:49Zoai:seer.ufrgs.br:article/40013Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-06-19T16:35:49REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION ETNOGRAFÍA EN MARKETING: UNA DISCUSIÓN INICIAL ETNOGRAFIA EM MARKETING: UMA DISCUSSÃO INICIAL |
title |
ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION |
spellingShingle |
ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION Ikeda, Ana Akemi pesquisa marketing etnografia consumidor research marketing ethnography consumer investigación marketing etnografía consumidor |
title_short |
ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION |
title_full |
ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION |
title_fullStr |
ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION |
title_full_unstemmed |
ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION |
title_sort |
ETHNOGRAPHY OF MARKETING: AN INITIAL DISCUSSION |
author |
Ikeda, Ana Akemi |
author_facet |
Ikeda, Ana Akemi de Castro Sebastião Pereira, Beatriz Gil, Camila |
author_role |
author |
author2 |
de Castro Sebastião Pereira, Beatriz Gil, Camila |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Ikeda, Ana Akemi de Castro Sebastião Pereira, Beatriz Gil, Camila |
dc.subject.por.fl_str_mv |
pesquisa marketing etnografia consumidor research marketing ethnography consumer investigación marketing etnografía consumidor |
topic |
pesquisa marketing etnografia consumidor research marketing ethnography consumer investigación marketing etnografía consumidor |
description |
Consumer behavior studies entail complex situations that are not simple to understand by quantitative researches using scales. Recently there is a enhancing of qualitative methods to help interpret the individual and the group. In business and marketing researchers with qualitative work are increasingly using techniques, and methods that are common in sociology, anthropology, and psychology which have more tradition in qualitative research. Ethnography originated from anthropology and sociology with group approaches seems to be a good tool to marketing studies. Thus, the aim of this work is to discuss ethnography as a marketing research methodology, emphasizing its employment and limitations. This is made by an essay based on analytical and descriptive bibliographic research. The article begins exposing the ethnography and ethnology origins, and evolution in the field of anthropology. It is followed by the main methods of collecting and data analysis in ethnography. Its main uses and limitations in marketing are discussed. To conclude the reasoning is that the method is adequate in marketing research if applied with methodological rigor. This kind of research has the advantage of revealing why some behavior related to group occur, what is not possible with others positivist approaches. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-06-19 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion scientific article articulo científico Avaliado pelos pares artigo científico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/40013 |
url |
https://seer.ufrgs.br/index.php/read/article/view/40013 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/40013/25501 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 12 No. 4 (2006): Edição 52 - jul/ago 2006 Revista Electrónica de Administración; Vol. 12 Núm. 4 (2006): Edição 52 - jul/ago 2006 Revista Eletrônica de Administração; v. 12 n. 4 (2006): Edição 52 - jul/ago 2006 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
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1789438675320307712 |