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Qualitative Consumer and Marketing Research pp 165–187Cite as

Ethnography

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Abstract

Previous chapters have identified the key data collection techniques including individual interview (Chap. 5) and focus group interview (Chap. 6). This chapter discusses the other important technique, ethnography, using mainly observation combined with other supporting methods such as informal, unstructured interviews and some archival techniques.

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Authors and Affiliations

  1. Sasin Graduate Institute of Business Administration, Chulalongkorn University, Bangkok, Thailand

    Krittinee Nuttavuthisit

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  1. Krittinee Nuttavuthisit
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Correspondence to Krittinee Nuttavuthisit .

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Nuttavuthisit, K. (2019). Ethnography. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_7

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