Ethnography study in marketing.

            Berner (2006) said that Ethnography study in marketing is a software tool allows researchers to study human behaviors and plot them along dimensions that reveal product and service needs.

One of the more widely cited benefits of conducting ethnographic research is that due to the first-hand observation that is involved, usually conducted over an extended period of time, the research can provide extensive and in-depth findings about human behavior. In addition, because ethnographic research relies on observation rather than examinations or predetermined tests, the research can evolve and explore new lines of inquiry(Mowatt, 2011).

The challenges of this study is this software tool cannot predicts for a long term as human need changes from time to time.

Reference:
1.Berner,R. (2006). The Ethnography of Marketing , Bloomberg Businessweek. Retrieved May 14, 2012, from http://www.businessweek.com/innovate/content/jun2006/id20060612_919537.htm.

2. Mowatt, K. (2011). Advantages & Disadvantages of Ethnographic Research, eHow.com. Retrieved May 14, 2012, from http://www.ehow.com/facts_7603988_advantages-disadvantages-ethnographic-research.html