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Ethnography for marketers : a guide to consumer immersion

Mariampolski, Hy.

Thousand Oaks, Calif. : SAGE Publications c2006

Available at Central Connecticut State University  Stack Level 4  (HF5415.2 M3164 2006 )()

  • Title:
    Ethnography for marketers : a guide to consumer immersion
  • Author/Creator: Mariampolski, Hy.
  • Publisher: Thousand Oaks, Calif. : SAGE Publications
  • Creation Date: c2006
  • Language: English
  • Physical Description: xii, 252 p. ; 24 cm.
  • Bibliography: Includes bibliographical references (p. 235-238) and index.
  • Subjects: Marketing research; Consumer behavior; Consumers' preferences; Business anthropology
  • Notes: Includes bibliographical references (p. 235-238) and index.
  • Contents: Introducing ethnography to marketers
    The intellectual heritage
    The power of ethnography
    Applications of the new marketing ethnography
    Varieties of ethnographies
    Project overview
    Project design issues
    Respondent recruitment
    Respondent orientation
    Logistics in the field
    Site visit overview
    Ethnographic foundations
    Ways of looking
    What ethnography seeks
    Approaching the site visit
    Collecting data
    Developing rapport with respondents
    Motivating respondent cooperation
    Asking questions
    Expanding your understanding of respondents
    Managing and closing the visit
    Introduction to analysis and presentation
    Reporting
    Compiling, organizing, and analyzing ethnographic data
    Interpreting and drawing conclusions
    Quality review.
  • OCLC Number: 57641469
  • Identifier: ISBN0761969462;ISBN0761969470;LCCN2005003610