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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.39 no.3, 2015년, pp.379 - 393
이정우 (가천대학교 의상학과) , 김미영 (가천대학교 의상학과)
This study proposes a new way to investigate purchasing behavior for preschool children's clothes using an ethnographic research method. The study consisted of 16 subjects composed of preschool children (aged 6 and 7) and their mothers. The analysis results are as follows. First, the in-depth interv...
핵심어 | 질문 | 논문에서 추출한 답변 |
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에스노그라피 연구방법은 무엇인가? | 에스노그라피 연구방법은 참여관찰과 심층면담을 기반으로 하는 현장연구방법으로 최근 마케팅 분야에서 주목받는 연구방법 중 하나이다(Mariampolski, 2005/2012).이 연구방법은 연구자가 연구대상자의 세계로 들어가 참여하고 관찰하는 것이 가장 큰 특징으로, 심층면담(Indepth interview)과 FGI(Focus Group Interview)에 집중되었던 기존의 질적 연구방법에 방문조사(Visiting research)나 동반쇼핑(Accompanied shopping) 등이 더해진 방법이다(Lee & Lee, 2013). | |
의복은 무엇인가? | 의복은 성능, 디자인, 상징 등이 함께 어우러진 복합적 의미의 산물이다. 그런 점에서 의복구매와 관련된 연구들은 단순한 설문이나 면담만으로 진행하는데 한계가 있으며, 반드시 참여관찰과 같은 현장연구를 통한 통찰이 필요하다. | |
에스노그라피 연구방법은 기존의 질적 연구방법과 어떤 차이가 있는가? | 에스노그라피 연구방법은 현실에서 소비자와 직접 접촉하여 연구를 진행한다는 점에서 기존의 질적 연구방법과 유사하다. 그러나 계량화를 전적으로 배척하지 않는다는 점에서 기존 연구방법과 차이가 있으며, 이러한 계량화의 허용은 통계적 측정을 가능하게 하여 질적 연구방법이 갖는 타당성 부족문제를 보완해 준다(Mariampolski, 2005/2012). 마케팅에서의 에스노그라피 연구는 주로 현실 상황 속에서 제품을 구입하고 사용하는 소비자를 관찰하는 방식으로 이뤄진다(Lee et al. |
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