What is the main objective of ethnography in consumer research?
(Hanna's comment: Though, if you believe that other methods (e.g. focus group interviews) provide equal level of understanding, they may be even faster - implicit assumption that ethnographic research leads to superior understanding)
Answer: Gain an understanding as fast as possible of the phenomena being studied.
If the answers is incorrect or not given, you can answer the above question in the comment box. If the answers is incorrect or not given, you can answer the above question in the comment box.