Lesson 3 Activity 1 Essay

Lesson 3 Activity 1 Essay

Case studies and ethnographic studies are important research designs. A case study helps generate a more in-depth and multifaceted understanding of a complex research issue in a rather practical approach. Case studies are applied in a variety of research settings and can be applied to generate new ideas which can be analyzed using other methods. Additionally, they are critical ways to illustrate theories and can help depict how varying aspects of a person’s life correlate (Morley, 2018). Ethnographic research design ensures that data is useful as it humanizes a given set of data and also show that real people can face similar consequences as manifested in the decisions made in the research process.

In marketing research projects, ethnographic research design incorporates both systematic observation and contextual interviewing which are key approaches that can help understand the different customer-related aspects. Additionally, ethnographic research can help underscore the expectations of the customers both from a qualitative and quantitative perspective (Hanson & Glăveanu, 2020). Researchers are likely to understand the expectations of customers and the design of products that meet customer expectations. Case studies on the other hand provide an evidence-based approach through which researchers can understand marketing dynamics as well as meet consumer demands. Besides, case studies allow marketers to establish product brands that reflect market demands.

How to Incorporate Case studies and Ethnographic Research into a Marketing Research Project

There are many ways to incorporate case studies and ethnographic studies in marketing research. One way is to use a research design that use both a qualitative and quantitative approach. Besides, the use of human population can as well entail ethnography (Browne et al.,2017). Case studies on the other hand can entail using prior studies and review of already published literature.

How to Incorporate Survey Methods in Marketing Research

I will use survey methods by using questionnaires to explore customer preferences and perceptions regarding a specific product brand. Through questionnaires, customers can give opinions regarding different marketing aspects such as price, product brand, preferred marketing strategy among others.

Flow chart of Qualitative Methods

References

Browne, A. J., Varcoe, C., Lavoie, J., Smye, V., Wong, S. T., Krause, M., … & Fridkin, A. (2016). Enhancing health care equity with Indigenous populations: evidence-based strategies from an ethnographic study. BMC Health Services Research, 16(1), 544.

Hanson, M. H., & Glăveanu, V. P. (2020). The importance of case studies and the evolving systems. In Handbook of Research Methods on Creativity. Edward Elgar Publishing.

Morley, T. (2018). Making the business case for diversity and inclusion: Short case studies and research papers that demonstrate best practice in HR. Strategic HR Review.

Lesson 3 Activity 1 Essay