Application of ethnographical methods to studying consumer decisions process
Abstract
A paper is devoted to the problems of studying consumer behavior using up-to-date qualitative research methodologies. Nowadays, the status of academic discussion on application of qualitative methods in market research is similar to the 60-s, when available amount of data on consumer behavior which had been traditionally analyzed with statistical procedures unexpectedly became almost useless in explaining rapidly complicating strategies of consumer behavior. Back in 60s, a new academic school (understanding sociology) was required to provide genesis and functioning of qualitative methodology which was applicable for solution of marketing problems. Current approach to qualitative market research which appears to be a symbiosis of rational positivistic knowledge and methods taken from phenomenological sociology evidently does not meet market demand any more. Common attention to communicative research methods to the injury of observation techniques and analytical induction leads to sharp decrease of effectiveness of qualitative approach as a whole. The aim of the current paper is to analyze a possibility of new qualitative methods of studying consumer behavior at the current stage of marketing evolution. The paper considers the reasons why ethnographic qualitative methods become more important and describes the concepts of commercial ethnography and observation methods.Download Info
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.Bibliographic Info
Paper provided by Graduate School of Management, St. Petersburg State University in its series Working Papers with number 100.Length:
Date of creation: 2006
Date of revision:
Handle: RePEc:sps:wpaper:100
Contact details of provider:
Postal: 3, Volkhovsky per., Saint Petersburg, 199004
Phone: Phone: (+7-812) 323 8456
Fax: (+7-812) 329 3234
Email:
Web page: http://dspace.gsom.pu.ru/jspui/
More information through EDIRC
Related research
Keywords:References
No references listed on IDEASYou can help add them by filling out this form.
Citations
Lists
This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.Statistics
Access and download statisticsCorrections
When requesting a correction, please mention this item's handle: RePEc:sps:wpaper:100For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Lena Manaeva).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.