Pesquisa etnográfica: um estudo sobre o uso desse instrumento na geração de idéias para novos produtos

• Ano de defesa: 2008
• Autor(a) principal: Maia, Tania
• Orientador(a): Mañas, Antonio Vico
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Inovação; Pesquisa etnográfica; Etnologia; Marketing; Produtos novos
• Palavras-chave em Inglês: Innovation; Ethnographic research
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/1296

Nowadays, companies have been working in a competitive environment and for this reason, they need to innovate and deliver products, which meet consumer s expectations. Ethnographic research originated from anthropology, and became popular in marketing. This research has become a method to understand consumers and generate ideas for new products. However, some experts have called attention to the bad utilization of the methodology and according to them, the marketing research executives have opted to use an observation technique, intrinsic to the conventional qualitative research rather, ethnography. The proposal of this study is to confirm or contradict the statement above, and verifies how the creation of a new product occurs, considering the employment of the techniques related to the ethnographic research. The foundations of this work follow the ethnographical and the anthropological concepts and methods in order to understand how it was the adaptation to the marketing area. A posteriori the realization of a field research with those professionals was necessary, in order to identify and understand how they are using this scientific instrument, and yet, observe the limitations and contributions to the marketing area. In parallel, an analytic approach done over three projects denominated ethno graphics was crucial to illustrate the methodology and confirm if they are ethnographic or not. The results confirmed the existence of some contradictions between the conventional qualitative researches, the observational technique, and the ethnography. The main reasons for this misunderstanding are timing pressure for results, lack of good expertise in ethnography skills and unfamiliarity from the client. Even though we understand these studies have some constrains; it is completely necessary admit that more studies are indispensable to evoke more and questions, in order to address suitable directions for a tool which has been proved essential for marketing