Ethnography and Its Implementations in Business Practice-New Perspectives of Management Science

摘要

The classical ethnographic method, associated with anthropology is increasingly used by business researchers. This research strategy is distinct because of its qualitative and humanistic nature. In this article, the value of using ethnographic techniques when investigating corporate cultures, consumer behavior, and ethnic/regional distinctiveness is discussed. Both qualitative and quantitative methods have their strengths and weaknesses; any technique may be fruitfully employed as long as the tradeoffs inherent in using it are evaluated and found to be appropriate.