BADM*4050 Lecture 3:
Document Summary
Addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement. Must extract meaning form unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience. Phenomenology originating in philosophy and psychology. Case studies originating in psychology and in business research. Ethnography represents ways of studying cultures through methods that involve becoming highly active within that culture. Participant-observation: an ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations. The documented history of a particular person, group organization, or event. Are identified by the frequency with which the same term (or a synonym) arises in the narrative description. An unstructured, free-flowing interview with a small group (6-10 people) led by a moderator who encourages dialogue among respondents.
