Mobile Ethnography: a New Research Tool in Launching a New App

This paper offers Mobile Ethnography (ME) as a research method tool and discusses the importance of this method and importance for future researchers and managers. This scholarly research that sheds light on using ME to gather opinions and data during the app testing stage.


Amulya Thota, Joanna Jones, and Sweta Thota (2021) ,"Mobile Ethnography: a New Research Tool in Launching a New App", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 168-168.


Amulya Thota, Valley Christian School
Joanna Jones, InterQ Research
Sweta Thota, Universit of San Francisco


NA - Advances in Consumer Research Volume 49 | 2021

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