market research ethnography in China

Ethnographic Research in China

Ethnography is a qualitative research approach involving the collection of data that has relation to ethnicity, geographical locations, and including any group or organization. It determines how culture affects responses or views of a target market regarding an idea or product. This method is conducted by a researcher through immersing and acting as an active participant to a selected culture while documenting observed consumer behaviors.

Applicable ethnography method recommendations include:

  • At least 2 Chinese translators will be hired to conduct the interviews.
  • The translators will be debriefed about research goals and to avoid asking leading questions.
  • 2 Chinese translators and 2-3 researchers will be attending every interview sessions.
  • The whole members of a family in a specific target market should participate.
  • Inform respondents that recording of the interviews will be done and that photos of the participants and surroundings will be taken.

Immersion in communities will take more time. It is also that trust and friendship with respondents should be established to promote openness of personal insights. Differences in cultural concepts and perceptions should always be considered as a way of respecting one’s origin.