Johnny Ch Lok

Customer Emotion Learning Method Johnny Ch Lok

Ethnographic research is interpretative research which seeks anunderstanding from the perspectives of the value systems of thosebeing researched. Ethnographic search is one different method to learn about buyer individual behavior to compare with enquiring questionnaires to participants to fill to answer questions to gather data to carry on the sale and post purchase evaluation cycle to evaluate whether what are their product criteria or weaknesses which need to improve to raise their salecompetition in their market. Palmer(2012) showed one sport shoe company's ethnographic research in action was provided by a product commissioned by the footwear brand Dr Martens. It aims to research how to understand young people'sbuying behavior. It wanted to understand how youth people used brands in their every lives. Why for example, did some brands, such as Nike trainers or baseball caps become popular in youth culture? The researchers identified groups of young people around the world who responded to Dr Marten's target market. In return for a payment, volunteers were followed for several days and their daily routines filmed with a handheld digital camera. In total, 180 hours of captured film was edited to just one hour of highlights showing the key drivers of youth culture which are relevant to the Dr Martens brand. It seems that young people preferred fashions that allowed them to customize an item of clothing and in some way take ownership of it. Theresearch drew the conclusion that iconic fashion items for young peoplehad to have a distinctive label or style that made their wearers stand out as part of a tribe. Hence, ethnographic research seems to help this company to know why the young clients choose to buy those brands sport shoes, it is possible that the these brands sport shoes' color or design can be accepted more to them to buy Dr Marten brand's sport shoes when they wear different style of clothing. Hence, it uses digital cameras to observe the worldwide choice of paying target youth volunteers whose daily individual behaviors at homes to get the more actual evidence to evaluate what factors influence youth clients choose to buy these brands of sport shoes. It seems this sport shoe company can take several hours of filming to yield just a few moments of true insights to participant's true attitudes and behavior. Ethnography is one of many approaches that can be found within socialresearch. Ethnography was a descriptive account of a commonly or culture. Ethnography usually involves the researcher participating in people's daily lives for an extended period of time, watching what happens, listening to what is said, and/or asking questions through informal and formal interviews collecting documents. In more detailed terms, ethnographic work usually has most of the following features: People actions are studied in every contexts rather than under conditions created by the researcher, in experimental or high structured interview situations as well as data are gathered for a range of sources including documentary evidence of various kinds, butparticipant observation and/or relatively informal conversations are main ones as well as data collected is for the most past relatively unstructured in two senses and it doesn't involve following through detailed research design at the start and the categories that are used for interpreting what people say or are not built into the data collection process through the use of observation schedules or questionnaires toanalyze.