The Nielsen Company: Utilizing smart phones in an electronic ethnographic approach

Mobile technology offers researchers a new set of tools for collecting information on people`s attitudes, behaviors, and preferences. While most research in this area has focused on mobile technology as a tool for delivering standard surveys, we broaden this perspective by utilizing smart phones in an "electronic ethnographic" approach. As a research genre that typically uses on-site field work to understand how people interact within a society, ethnography uses a holistic research method founded on the idea that a system's properties cannot necessarily be understood independently of each other.

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