Evaluating the impact of Arnould and Wallendorf's (1994) market-oriented ethnography

Ethnography: An Introduction to Definition and Method

“…The tendency to ignore qualitative in favour of quantitative research methodology was primarily due to market researchers' lack of understanding (Chong, 2010;Milliken, 2001). This inclination was borne out of the perception that the "volume" of data, the "complexity of the analysis" required, "classification" details, and the "velocity and flexibility of analysis" (Milliken, 2001, p.74) made it too cumbersome and expensive for a qualitative approach to market research.…”

“…However, the growing awareness of the subjectivity, and the constructed nature of market research, demands a more socially oriented approach. An interpretive paradigm has emerged with ethnography playing an essential role in studying the habits of consumers (Chong, 2010). Elliott and Jankel-Elliott (2003) advocate an interpretive approach and suggest that people are not necessarily the best predictors of their own behaviour.…”

“…Therefore, it is important to study people in situ, to see the consumer as a social being, to study them in their natural setting and for the researcher to experience the life of the consumer. Market strategies can then be improved by targeting, product and service positioning, and brand managing (Chong, 2010). It should be said, however, that it is not always possible to adhere to these strategies, and in some circumstances the researcher assumes the role of a non-participant observer where the situation is not conducive to the researcher being a participant observer.…”

“…This in turn allows the marketer to modify strategies or reposition the product or service in accordance with that meaning. Because they have become immersed in the consumer culture they maintain an understanding of it over time (Chong, 2010).…”