Ethnographic Research And Facial Reading Technology And Online Consumption Behavioral: Prediction

By JOHNNY CH LOK and Johnny C.H. Lok

Ethnographic research is interpretative research which seeks an understanding from the perspectives of the value systems of those being researched. Ethnographic search is one different method to learn about buyer individual behavior to compare with enquiring questionnaires to participants to fill to answer questions to gather data to carry on the sale and post purchase evaluation cycle to evaluate whether what are their product criteria or weaknesses which need to improve to raise their sale competition in their market. Palmer (2012) reported '' one sport shoe company's ethnographic research in action was provided by a product commissioned by the footwear brand Dr Martens. It aims to research how to understand young people's buying behavior. It wanted to understand how youth people used brands in their every lives. Why for example, did some brands, such as Nike trainers or baseball caps become popular in youth culture? The researchers identified groups of young people around the world who responded to Dr Marten's target market. In return for a payment, volunteers were followed for several days and their daily routines filmed with a handheld digital camera. In total, 180 hours of captured film was edited to just one hour of highlights showing the key drivers of youth culture which are relevant to the Dr Martens brand. It seems that young people preferred fashions that allowed them to customize an item of clothing and in some way take ownership of it. The research drew the conclusion that iconic fashion items for young people had to have a distinctive label or style that made their wearers stand out as part of a tribe.'' Hence, ethnographic research seems to help this company to know why the young clients choose to buy those brands sport shoes, it is possible that the these brands sport shoes' color or design can be accepted more to them to buy Dr Marten brand's sport shoes when they wear different style of clothing.

• Format: Paperback
• Language: English
• ISBN: 1074300939
• ISBN13: 9781074300937
• Release Date: January 1
• Publisher: Independently Published
• Length: 54 Pages
• Weight: 0.28 lbs.
• Dimensions: 0.1" x 8.0" x 10.0"