MCS 2600 Lecture Notes - Lecture 2: Ethnography

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Khalil Rohani

Document Summary

Research: you have a question and you are trying to nd out the answer in a simple way: de ne research problem and objectives, design the research project, collect data, analyze, present action plan. Step 1: de ning the objectives and research needs: what. Secondary data: data that has already been collected: inside company company les, intranet, reports, marking information system, people, sales, cost data, outside company internet, libraries, gov"t, trade associations, universities, private research organizations. Primary data: data you collect yourself: observation, questioning. Step 3: data collection process: we look at qualitative (exploratory) and quantitative (conclusive) data. Observation: observing someone carefully to gain information: ethnography systematic study of people and cultures to explore cultural phenomena (eg. burning man, people don"t like commercial world so burn them, we want to understand this) In-depth interviews: researcher asks questions, interviewer answers, longer answers and interview. Focus groups: 5-10 people, one person leads discussion, others watch to study dynamics.