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Doing Anthropology in Consumer Research

Af: Rita M Denny, Patricia L Sunderland Engelsk Paperback

Doing Anthropology in Consumer Research

Af: Rita M Denny, Patricia L Sunderland Engelsk Paperback
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Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of “ethnography” in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors’ own eclectic research—from coffee in Bangkok and boredom in New Zealand to computing in the United States—using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.
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Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of “ethnography” in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors’ own eclectic research—from coffee in Bangkok and boredom in New Zealand to computing in the United States—using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.
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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 368
ISBN-13: 9781598740912
Indbinding: Paperback
Udgave:
ISBN-10: 1598740911
Kategori: Markedsundersøgelser
Udg. Dato: 30 nov 2007
Længde: 22mm
Bredde: 153mm
Højde: 228mm
Forlag: Left Coast Press Inc
Oplagsdato: 30 nov 2007
Forfatter(e): Rita M Denny, Patricia L Sunderland
Forfatter(e) Rita M Denny, Patricia L Sunderland

Kategori Markedsundersøgelser

ISBN-13 9781598740912

Sprog Engelsk

Indbinding Paperback

Sider 368

Udgave

Længde 22mm

Bredde 153mm

Højde 228mm

Udg. Dato 30 nov 2007

Oplagsdato 30 nov 2007

Forlag Left Coast Press Inc

Kategori sammenhænge