<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2215-910X</journal-id>
<journal-title><![CDATA[Suma de Negocios]]></journal-title>
<abbrev-journal-title><![CDATA[suma neg.]]></abbrev-journal-title>
<issn>2215-910X</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universitaria Konrad Lorenz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2215-910X2019000300146</article-id>
<article-id pub-id-type="doi">10.14349/sumneg/2019.v10.n23.a7</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La etnografía en la investigación de mercados]]></article-title>
<article-title xml:lang="en"><![CDATA[Ethnography in Market Research]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez-R.]]></surname>
<given-names><![CDATA[Claudia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Central  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2019</year>
</pub-date>
<volume>10</volume>
<numero>23</numero>
<fpage>146</fpage>
<lpage>157</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2215-910X2019000300146&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2215-910X2019000300146&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2215-910X2019000300146&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen ¿Cómo se ha integrado el método etnográfico en la investigación de mercados? Esta inquietud se originó por el interés de conocer la evolución en la rigurosidad de la debida práctica de la etnografía para obtener conocimiento del consumidor en el marketing. Se presenta una respuesta a la pregunta de investigación, basada en una revisión documental sobre el desarrollo histórico de su uso empresarial en el escenario global y nacional. Se plantean contrastes y similitudes mediante comparación de características y de fenómenos sociales estudiados, que permitieron establecer que la integración aún se encuentra en construcción tanto de forma presencial como digital; así como que la legitimidad de los resultados se cuestionan dadas la menor dedicación de tiempo y la fragmentación de la convivencia con los actores del fenómeno social bajo estudio, que inciden sobre el rigor en la aplicación del método científico y sobre la viabilidad económica del proyecto de negocios.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract How has the ethnographic method been integrated into market research? This question was originated around the interest of knowing the evolution of strictness in the proper practice of ethnography to obtain consumer knowledge in marketing. An answer to this question is presented, based on a documentary review on the historical application&#8217;s development of ethnography in its business use at a global and national levels. Contrasts and similarities are proposed by comparing characteristics and social phenomena studied, which allowed to establish that integration is still under construction both face-to-face and digitally; as well as that the legitimacy of the results are questioned given the shorter dedication of time and the fragmentation of coexistence with the protagonists of the social phenomenon under study that affect the strictness in the application of the scientific method and on the economic viability of the business project.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Etnoconsumo]]></kwd>
<kwd lng="es"><![CDATA[etnografía]]></kwd>
<kwd lng="es"><![CDATA[estudio etnográfico]]></kwd>
<kwd lng="es"><![CDATA[etnomarketing]]></kwd>
<kwd lng="es"><![CDATA[etnoestudios]]></kwd>
<kwd lng="es"><![CDATA[investigación de mercados]]></kwd>
<kwd lng="en"><![CDATA[Ethnoconsumption]]></kwd>
<kwd lng="en"><![CDATA[ethnography]]></kwd>
<kwd lng="en"><![CDATA[ethnographic study]]></kwd>
<kwd lng="en"><![CDATA[ethnomarketing]]></kwd>
<kwd lng="en"><![CDATA[ethnostudies]]></kwd>
<kwd lng="en"><![CDATA[market research]]></kwd>
</kwd-group>
</article-meta>
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