Ethnography in Marketing and Consumer Research 1

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Ethnography in Marketing and Consumer Research

Alladi Venkatesh • David Crockett • Samantha Cross • Steven Chen

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110 sidor
2017

Ethnography in Marketing and Consumer Research is intended to assist researchers in employing ethnographic methods in marketing and consumer research. This is in response to the demands of practitioners, students, and academics who want to know more about ethnographic research, but who may not have had a formal training or exposure. Ethnographic research is concrete evidence of what is conventionally referred to as qualitative (or sometimes, interpretive) research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people's daily lives. The authors offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. This monograph also provides a framework and some general principles.

Författare: Alladi Venkatesh, David Crockett, Samantha Cross, Steven Chen
Format: Pocket/Paperback
ISBN: 9781680832341
Språk: Engelska
Antal sidor: 110
Utgivningsdatum: 2017-01-10
Förlag: now publishers Inc