Marketing Methodologies Ethnography: The Good, the Bad and the Ugly:

@inproceedings{Kelly2008MarketingME,
  title={Marketing Methodologies Ethnography: The Good, the Bad and the Ugly:},
  author={Donna Kelly and Michael Gibbons},
  year={2008}
}
Ethnography, as an observational methodology, provides specific benefits in research on medical topics that other qualitative approaches cannot. Medicine is practiced in a broader context and involves multiple players, a fact that cannot be fully captured by surveys and studio or telephone interviews. In the pharmaceutical realm, ethnography has garnered much press over the last few years. Clients are increasingly interested in ethnography and have commissioned ethnographic research studies… CONTINUE READING

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