A new way of research

Ethnography methods

1. Ethnography is the main research methodology used in anthropology however, it is adopted in business studies today.
2. Ethnography is a simple research method that researcher join or participate in the activities of a group/organization, understand what goes on from an insider point of view, and write down in a report.
3. Ethnography is traditionally used to study primitive societies.
4. Ethnography uses extensive observation in the field.
5. Increasingly used in marketing, i.e. to understand consumer behavior.
6. It is not easy to generalize the ethnography content