This type of survey is conducted for a certain ethnic group. The method could be done by cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods). It involves the systematic collection, description, and analysis of data for development of theories of cultural behavior.
Ethnography is the branch of anthropology that involves trying to understand how people live their lives. Unlike traditional market research, in an ethnographic survey, a researcher spends time with people and goes about their daily lives. They may visit residential place of consumers, shops, or work places depending on the objective of the survey. It develops a better understanding on consumer’s behavior or product significance. In this method a researcher transcribes the field notes into a flowing text and extrapolates the human behavior. Oftentimes it includes some form of anthropological theory.
