RESEARCH METHODOLOGY

 Selection of fields where the researcher can meet children

in the places they usually frequent;
 Modalities of interactions based on the researchers’
willingness to consider the children social players in their
own right;
 Data collection based on family situations experienced by
the young consumers.
REASONS FOR ETHNOGRAPHIC

 Participatory and playful dimension, help in rich and diverse

information collection.
 Participatory approach and provides original means of
expression.
 Social recognition
ADVANTAGES

 Methodologies rooted in a “natural” environment which are not seen as

work by the children
 In-depth study:
 Maximum exhaustiveness desired in data collection
 Detailing the gap between children’s experiences and their discourse
 Abundance and richness of data collected likely to give rise to new
research questions
 Contextualization of the study which leads to acquiring indepth
knowledge of a given environment and of the child population interacting
with that environment
STUDY OBJECTIVE

 Understand the consumption practices of children, in

domains unexplored in marketing.
 Refine collection tools to triangulate results.
 Think about the access conditions to their chosen field.
PROCESS OF DATA COLLECTION

 Data collection is based on observation.

 Takes place in a familiar environment.
 Based on combination of tools.
RESULTS

Credibility: Transferability: Robustness:

• Exhaustive data was • Study was conducted • Return to the field

collected and it was at different sites to and compare the data
given for expert and triangulate the results collected.
research consultation obtained.
to limit distortion
due to subjectivity.
• Work as a team for
cross analysis and
compare
interpretation.
• Work as a team for
cross analysis and
compare
interpretation.
 Conformability: Integrity: Saturation:

• Take detailed notes in • Retrace the way in • Interrelate the data

a field diary. which friendly collected and analyze,
• Reiterate the notes in relationship was so that no other
a logbook obtained. result is uncovered.
• Reconstruct the • Ensure natural • Return to the field to
stages of analysis. authority of the verify again that no
• Submit data to peers, adult over children. other discovery can
so that they arrive at • Create proximity be made to
the same with the children. understand the
interpretation. • Childs anonymity phenomenon in
will be preserved. question.
• Do not force him/
her to participate.
PRECAUTIONS BEFORE DOING A
ETHNOGRAPHIC RESEARCH
Method centered on the other:
Comprehensive approach which defines the social behavior and symbolic world of a
community of which the researcher cant be a part.
Researcher shouldn’t judge the children, as perceived by an adult and must just observe.

Immersion in the field:

Lengthy engagement in the process is needed to understand the phenomena.
They shouldn’t record or film the children without permission & must guarantee
anonymity.

Data collection needed:

Observation, logbooks, interviews.
Before Fieldwork In the Field
1. A clear, concise statement 1. Number of Respondents
of objectives 2. Scheduling
2. A screener 3. Interview length
3. An interview guide 4. The importance of context
4. Cost 5. Who Comes To The
Interview?
6. Ethnographer’s Style
THANK YOU!