Ethnography in marketing: Acceptance and relevance

Abstract

In this study, we attempt to explore the acceptance and relevance of ethnography as a research method in marketing. We conduct a semiotics-led textual analysis of 15 leading mainstream academic journals in marketing for the years 2003-2012 to examine the prevalence of ethnography based studies. Overall, we find evidence for increased acceptance of ethnography as a research method among the leading academic journals. We further analyze these studies on the broad themes tackled, their units of analysis and propose a new classification typology for gauging the impact of ethnographic studies on marketing thought. We cite the need for wider applications of ethnography and conclude with two possible extensions for future ethnography based research, specifically in the emerging markets context.