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Examining society from the point of view of the subject of the study


Examining society from the point of view of the subject of the study

Ethnography is the systematic study of people and cultures. Its purpose is to analyse cultural phenomena where  the researcher examines society from the point of view of the subject of the study.

Netnography  is a branch of ethnography that explores the behaviour of people over the Internet and makes use of online marketing research tools to provide helpful insights.


Diary study is a well-established methodology by which selected research participants make regular notations on a particular topic over a longer period of time. It’s a valuable approach to gather feedback over time and provides a good basis for follow-up research projects.

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Affinity marketing involves an organization that gathers individuals who share the same interests (known as an affinity group) in order to to bring a broader consumer base to the client company.  The affinity group is a group that has a strong network of relationships with a high number of consumers and that has the opportunity to target them in a much easier way than what can be achieved by more basic marketing techniques. Some examples of affinity groups are social clubs, writing/reading circles, fraternities, hobby clubs or political activism groups.

RDE is acronym for dominant, residual and emergent. These are concepts that give us the structure for understanding the complex and dynamic ways in which a culture continuously attempts to adjust and maintain its stability in the context of ever-changing views. While one perspective will be dominant at a given point, other perspectives are also competing for relevance at the same time- some of them older, some newer, some emergent.

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