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The problems of the ethnography as method applied to marketing and the innovation technology is, mainly, of times and costs. A ethnography is basically a technical analyst who submerges in a culture or a group for "observing" and "describing" what people make, how they behave and how they interact to each other, to understand her beliefs, values, motivations and perspective in the context in which these take place and how these can vary at different moments and circumstances We can say, then, that the ethnography is the method to describe and to analyze the multiple forms of life of the human beings. Raised thus it is possible to occur to understand of the expensive thing (in time and resources) of the anthropological ambition, considering that is limited the times and the budgets of the departments of investigation in the companies. In order to overcome this obstacle another technique, the contextual observation has been developed, that tries to establish a commitment between the holística pretension of the ethnography and the strategic requirements of the companies. However, we are not called to deceit: the contextual observation is to the ethnography like the hamburger to chuletón of Ávila. What happens is that all the hamburgers are not equal, are some really good
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