Ethnography Assignment
For this project, you will be observing consumers in the field. This should be fun, but it should be serious. There are two types of ethnography-those of a certain place (e.g. for Ribbon Chix to help them improve their retailing) or for a group of people (e.g. for fast food diners). Ethnography is a very powerful method in marketing research; take this opportunity to get real experience with it.
This project will be presented at the end of the semester.
Project Requirements:
- Choose a target for ethnography. Specifically, consider where you want to take an existing product.
Note: this means the product should be real (e.g. Nike) and the new market should be one in which it doesn't operate. Please do not use your home country. That is, don't take an English business to the US if you're an American or an American business to China if you're Chinese.
- Write out a plan to collect your data. How would you conduct the ethnography? What would you expect to find in these places?
- What semiotic information would you be looking to find?
- Write a paper under twenty double spaced pages (Times New Roman, 12 pt font, standard margins) that explains your plan to collect data. Ordinarily, you'd have to present it, but since it's an online course, the plan will be sufficient.
- Note: this is a 200-point assignment, so it should be detailed! Use the books and ask me questions when needed.
TEXTS BOOKS FOR COURSE:
Writing Ethnographic Field Notes by Emerson, Fretz, and Shaw Of Cigarettes, High Heels, and Other Interesting Things by Danesi Cultural Strategy by Holt and Cameron