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What is meant by ethnographic research? Discuss how this type of qualitative research might be used...

What is meant by ethnographic research? Discuss how this type of qualitative research might be used by and advertising agency during the preparation, illumination, and incubation stages of the creative process.

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Answer: Ethnographic research is a qualitative method in which the researchers carry out researches on the participants in their real life environment. This enables the researchers to go deep into the issues and understand them deeply. This type of research helps in understanding the complex issues and develops a better understanding of the situation.

This research can be used effectively by the researchers during the various stages of the creative process like

  • Preparation: Such researches can be used during preparation stage for generating ideas. Ideas do not develop in vacuum and ethnographic researches helps in understanding the problem developing an idea that can solve the issue.
  • Incubation:   At these stage ethnographic researches helps the ethnographic researches enables the advertisers to think about all the possibilities with an advertisement by creating better understanding of the situation in hand. Here the ideas start to take concrete shape.
  • Illumination: In this stage the advertisers can use the ethnographic research for establishing that which of the different solutions they generated best fits the situation and caters to the needs of the target audiences. This helps in the selection of the right idea or choice which can best fit in the situation.
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