This paper reviews the theoretical perspectives at the root of ethnography and suggests analytic approaches that yield high-value information for product marketing and communications decisions. It also offers a critique of prevailing epistemologies in marketing research. An overview is given of several market research applications in the areas of niche marketing to regional and ethnic subcultures, retail environment planning and user interface design for computer technologies.
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Hy Mariampolski (1999) studied this question.
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