Ethnographic research
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Ethnographic research is a particular observational research approach that uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.
Definition
According to Marketing Management by Keller and Kotler (15th edition),
- Ethnographic research. A particular observational research approach that uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.
