Part 1: In this part, the reader would be able to understand the main concepts of the ethnographic research, based on the text “A synthesis of ethnographic research” by: Michael Genzuk.
The ethnographic research is based on the personal experience of a researcher, living with and living like a group of people who are studied, learning about the ideas, behaviors and situations.
The researcher observe and participate in the life of a group or culture and develop an insider`s perspective of what is happening, collecting data through interviews and participating in activities. It is important to say that the researcher needs the approval of the group, because the objective is to be part of it and not to be considered as a spy.
But the researcher can’t just develop an insider´s perspective, it is also necessary to have an external view of the situations, in order to describe and analyze the findings in a professional way. Therefore, the researcher acts as an insider and outsider during the researching process.
This methodology is often used by the social sciences but it has become important and necessary for international organizations that based on theories, need to analyze different life styles of groups in order to understand customers or potential customers and finally give a conclusion and answer a research question.
In Conclusion, the researcher in order to develop a successful work needs to take into account the importance of be between an insider and outsider: is an insider in the group and participate in all the activities; but also is an outsider, as an spectator who has its own beliefs and ideas, and at the same time is understanding the different thoughts and acts of the group that is studied and analyzed.
Part 2: In this part, the reader would understand with two examples, how ethnographic research can be used for international business.
Motorola wanted to understand the process of purchasing products.
Motorola wanted to introduce solutions for assisted shopping. Therefore, it was important to understand the behavior of consumers during the purchasing process. In the video the researcher followed three women shopping, observing the behaviors and also asking them some questions about the main issues that affected the purchasing process. During the video it is possible to understand what they do, what they think and also why they do it.
The main issues that Motorola analyzed from the research and take into account in the video were:
The store navigation: it is important to know where consumers start and end the shopping process, because based on that analysis Motorola will design strategies for product location which means successful sales.
Price comparison: Motorola needs to understand and analyze the importance of the price for costumers during the buying process and how the lower price of other product can affect the sale of the Motorola´s product.
Brand loyalty: It is necessary for Motorola to create brand loyalty and understand through researches, how and why consumers are loyal to a brand.
Desired information: As observed in the video, consumers need complete information about the product, in order to decide if they would buy it. Therefore, for Motorola is important to know what information costumers need to make the buying decision.
Motorola wanted to introduce solutions for assisted shopping. Therefore, it was important to understand the behavior of consumers during the purchasing process. In the video the researcher followed three women shopping, observing the behaviors and also asking them some questions about the main issues that affected the purchasing process. During the video it is possible to understand what they do, what they think and also why they do it.
The main issues that Motorola analyzed from the research and take into account in the video were:
The store navigation: it is important to know where consumers start and end the shopping process, because based on that analysis Motorola will design strategies for product location which means successful sales.
Price comparison: Motorola needs to understand and analyze the importance of the price for costumers during the buying process and how the lower price of other product can affect the sale of the Motorola´s product.
Brand loyalty: It is necessary for Motorola to create brand loyalty and understand through researches, how and why consumers are loyal to a brand.
Desired information: As observed in the video, consumers need complete information about the product, in order to decide if they would buy it. Therefore, for Motorola is important to know what information costumers need to make the buying decision.
The second example is an ethnographic research made by Nokia, in order to identify where people carry their mobile phones (see in table 1), and analyze the effects on contact, sound, visibility, audibility and tactility of each phone location.
Image taken from: Snake Coffee, (May 2, 2006) Reasons such as the risk of theft and comfort explain why people do not have the cell phone in a place available. After identifying the phone locations, the effects in the interaction with the mobile phone and the reasons why the people use the locations; Nokia founded that it was necessary to design and develop bigger (to find it in not available places) with more powerful ringer and vibrator (to be able to listen or feel it in not available places) mobile phones.
BIBLIOGRAPHY:
Youtube, (April 23, 2008 ), castansb´s channel, " Motorola research: assisted shopping ", [Online] Permanent URL: http://www.youtube.com/watch?v=Y8eWqdIVOlM. Last accessed: February 3, 2010.
Snake Coffee, (May 2, 2006 ), “Where do you carry your mobile phone?”, [Online] Permanent http://snakecoffee.wordpress.com/2006/05/02/where-do-you-carry-your-mobile-phone/. Last accessed: February 3, 2010.
Genzuk, M. (N.d.). A synthesis of ethnographic research. University of Southern California, Center for Multilingual, Multicultural Research.
Youtube, (April 23, 2008 ), castansb´s channel, " Motorola research: assisted shopping ", [Online] Permanent URL: http://www.youtube.com/watch?v=Y8eWqdIVOlM. Last accessed: February 3, 2010.
Snake Coffee, (May 2, 2006 ), “Where do you carry your mobile phone?”, [Online] Permanent http://snakecoffee.wordpress.com/2006/05/02/where-do-you-carry-your-mobile-phone/. Last accessed: February 3, 2010.
Genzuk, M. (N.d.). A synthesis of ethnographic research. University of Southern California, Center for Multilingual, Multicultural Research.
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