DIFFICULTIES IN THE RESEARCH OF ETHNIC GROUPS

Abstract

It is very difficult to deal with ethnic groups in research that aims to obtain information to underline decisions in ethnomarketing; but numerous articles have highlighted both problems and solutions that can be considered in the development of much more appropriate designs for future research. In this article we inventory some of them, based on relevant specialized papers. We believe that the submitted conceptual and methodological aspects provide important clarifications.

Keywords

• ethnic group
• ethnicity
• ethnomarketing
• ethnic identity
• research methodology