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QRCA Forms Ethnography Special Interest Group
US-based industry body the Qualitative Research Consultants Association (QRCA) has formed an Ethnography Special Interest Group (SIG) for its members to share their expertise and ideas.
SIG members will develop guidelines for QRCA members conducting ethnographic research and educate others concerning the differences between ethnography and other approaches to qualitative research.
The association says that ethnography - qualitative research that studies people in their own natural habitat - is enjoying a resurgence among marketing professionals because it provides real life, first-hand observation of experiences.
As a first step, SIG members are conducting their own ethnographic study and will write a supporting white paper.
'The research and findings of the Ethnography SIG will be useful to both practitioners and users of this qualitative research technique,' says Bill Abrams, who Co-chairs the SIG with fellow QRCA member John Holcombe. 'More companies are mandating that their marketing, research and R&D staff get to know their consumers 'up close and personal,' and ethnography is an excellent tool to help them achieve that.'
QRCA is a not-for profit organization with nearly 1,000 members worldwide, including focus group moderators, facilitators, interviewers, and planners. Others SIGs include those for Latino, Pharma/Healthcare, Creativity/Innovation and Online discussions.
Web site: www.qrca.com .
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