Ethnographic:
Another article on the topic available through Ebscohost (Business Source Elite) is “Watch Me Now”, American Demographics, October 2002, by Alison Stein Wellner. You can search ebscohost for this article and retrieve it free of charge.
a) What type of research is ethnographic research(Exploratory, Descriptive or Causal)?
b) What are the pros/cons, advantages/limitations on the different study tactics,(e.g. Day Diary, Tech Diary, One-on-One In-Depth Interview, Focus Groups), used in this study?
c) What key insights are derived from this study for Microsoft? What are the implications for Microsoft marketing strategies from these insights?
d) Assume the role of Research Analyst. What recommendations would you have for Microsoft stemming from this study?