Pages:
6 pages (1650 words) Double spaced
Type of paper:
Research paper Undergraduate (yrs. 1-2)
Discipline:
Marketing
Title:
Ethnographic Research Paper
Sources to be cited:
10
Paper format:
APA
Paper instructions:
Cultural competence requires the ability to step outside one’s cultural comfort zone. Learn more about your culture by comparing and contrasting it to the outside cultural group chosen. For this assignment, you will select a cultural group to which you do not belong, and conduct a brief ethnography using three methods:
secondary internet research about the consumer behavior of members of this culture
This will include popular source information from credible sources like the NYTimes, BBC, etc.
Detail how you completed your search, what search terms did you use, why did you exclude/include some articles.
You should have a total of 10 articles (scholarly or popular source).
two interviews with members of this cultural group
Be sure to select members who can provide good data, which will help you draw implications about the cultural group.
Transcribe the interviews and use the transcriptions to create codes to categorize the information you found. Your transcription and code sheet should be in your appendix.
participant observation by participating in an activity or event in which your selected group participates and in which you would not normally participate (e.g. ceremony, party or celebration; traditional food; sports or artistic event; shopping, house cleaning, beauty ritual, etc. – must be culturally-bound activity).
Create log of the important or significant moments from the event. Document the meaning and how practices are shared.
This log should be in your appendix.
In your report you should be able to triangulate your data to support your recommendations about your cultural exploration and its influence on marketing strategies for the particular group. Essentially, you should be making meaning of your data (findings) and be able to state how the information could be valuable in marketing/advertising.
You will submit a report of your experience trying to understand a new culture and what insights you gained that would influence marketing strategies. The paper should be a minimum of 6 pages of content (not including the title page, references, figures, photos, tables, or appendix).
Use APA format.
Comments from Customer
The customer is Colombian
Please use hypothetical data
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