Class recap-10th Aug

The class started with a discussion about the project work. Sir told us about N-plan or the analysis plan based on:

• banners
• multivariate analysis
• qualitative research extrapolation analysis or video documentation
  
• open ended questions analysis - writing respondents ans to open ended qs 1st and then analysing the ans

We then moved on to Ethnographic Research. Ethnographic research is almost like anthropology i.e. a study of human or mankind. In earlier days Ethnographic Research was conducted by being a part of the respondent community while conducting the research and thus understand, by following, the attitudes, behaviors, values, beliefs and purchase patterns of the respondents.
Ethnographic Research is actually a derived research tool.

Various tools used by Ethnographic Research are:

• Consumer journal or consumer diary
• Social networking is the new upcoming trend and sites like twitter and facebook are good egs. Blogs are also being commonly used.

Awareness will help increase the success of Ethnographic Research since technology is being used extensively for Ethnographic Research.

:Shilpi