The goal of ethnographic research is to

analyze customers' purchasing behavior through catalog purchases and customer databases

understand consumers' behavior by observing a sample group discussing various topics of interest at length

capture cause$-$and$-$effect relationships by eliminating competing explanations of the observed findings

immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

study demographic variables such as age, gender, income, education, and so on$,$ in relation to consumer buying patterns