Assignment by : Dr. AYAZ KHAN

Subject : QRM

Student : MUHAMMAD ALI

Roll # MS MKT 13 - 038

The Emergence of Multi-Sited Ethnography in Anthropology and Marketing

Segments of Presentations

I. A example of some “CULTURE”

II. ETHNOGRAPHY : Explanations of Article

III. MULTISITED ETHNOGRAPHY

IV. ETHNOGRAPHY IN MARKETING

V. A little Field Work – Interview

MALINOWSKI’S (1922) WORK IN THE TROBRIAND ISLANDS

MALINOWSKI FIELD WORK: Spending a long time in a REMOTE subject far from home, examining a deeper understanding of a certain CULTURE. “

PARTICIPANT OBSERVATION has been an important part of ethnography.”

y

MALINOWSKI was named by TROBRIAND MEN “Man with loose shorts.  

Fathers could not pass on their WEALTH to their sons - it had to go to their wife's brother's children - but they could pass on their knowledge of elaborate RITUAL DANCES

  

Preparing for KATUYOUSI expedition. They are publicly range themselves for inspection and each is chosen by a local boy.

Interviewing the selected KATUYOUSI women

The Emergence of Multi-Sited Ethnography in Anthropology and Marketing

Garsten’s 1994: Apple World

in which she studied the organizational culture of the computer company Apple

in its office ,in a Stockholm, in the international headquarters in Silicon Valley and in the European headquarters in Paris

The Emergence of Multi-Sited Ethnography in Anthropology and Marketing

Core competency : Companies use it to gain insights into the

culture and behavior of their customers. But the demands of business are different

from those of an anthropologist doing field research. The most obvious is speed. Where anthropologists may take years to do one study, businesses need results in weeks.

The Emergence of Multi-Sited Ethnography in Anthropology and Marketing

Global corporations need detailed consumer data from dozens of cultures.

In China, the coast and desert, north and south, have different cultures.

In India, there are over 100 languages, dozens of castes, and major differences in religion.

Companies must gather and compare huge amounts of information.

The Emergence of Multi-Sited Ethnography

in Anthropology and Marketing Institute of Design under Patrick Whitney and

Associate Professor Vijay Kumar have developed the User Insight Tool, an ethnographic methodology designed specifically for business.

They give observers disposable cameras to take photos of the activities.

With pictures in hand, researchers talk to the people using a standard framework outlined in their field notebooks.

The goal is to understand each person's activities over a number of dimensions such as comfort level and product use.

The notes are analyzed and entered into the software along with general insights and the original field notes.

The Emergence of Multi-Sited Ethnography

in Anthropology and MarketingProcter & Gamble (PG) and China's Lenovo

Group have both used the User Insight Tool. Lenovo wanted to study how Indian families

used consumer electronics in the home. For the P&G study, the Institute of Design

looked at party planning in American homes

The Emergence of Multi-Sited Ethnography

in Anthropology and MarketingNEEDS ASSESSED.Researchers observed both adults planning a

dinner party and teens planning a gathering, "Daughter came home later than expected

and could not help prepare food."

One surprising cluster revealed was the large amount of time party planners spent overcoming obstacles and taking steps to avoid them.

The Emergence of Multi-Sited Ethnography

in Anthropology and MarketingConclusions : That can guide the development of new products and services. Three themes emerged from the P&G study:

1. making sure the party is fun for the host 2. overcoming unpleasant surprises3. ensuring the party met preconceived expectations.

Two broad product categories came out of these insights:

4. ones that give the host more time to participate in the party

5. ones that easily hide spills so the deep cleaning can be done later

The Emergence of Multi-Sited Ethnography

in Anthropology and MarketingWhen the Institute of Design compared the

ethnographic data of both the P&G and Lenovo studies, it found that

while the kitchen is the center of family activity in the U.S.,

the parents' bed is the family social center in India.

This is vital information for any company making global consumer entertainment products.

`