Ethnography for Marketers

A Guide to Consumer Immersion
1. Auflage 2005
ISBN: 978-0-7619-6946-4
Verlag: Sage Publications

Buch, Englisch, 264 Seiten, HC gerader Rücken kaschiert, Format (B × H): 161 mm x 240 mm, Gewicht: 572 g

"Ethnography for Marketers does an excellent job of capturing the academic aspects of ethnography but does so from a practical, useful point of view. Author Hy Mariampolski's expertise in the field is clearly communicated through the vast, in-depth coverage of the various aspects of ethnography for purposes of marketing research."

--Cara Lee Okleshen, Peters Winthrop University

"I've been waiting for this book – a practical, how-to guide to conducting ethnographic studies for practitioners and clients, studies that will yield useful consumer insights that can impact marketing practice."

--Ellen Day, The University of Georgia

Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify unmet needs, stimulate novel insights, create strategies and develop new ideas. Hy Mariampolski, author of Qualitative Market Research: A Comprehensive Guide (Sage, 2001) again takes readers on a voyage of discovery in Ethnography for Marketers. These two companion works are essential guides for marketers seeking rich insights into their customers' thoughts and behaviors.

Key Features
- Offers a step-by-step guide to help students and practitioners plan and execute ethnographic marketing research studies of their own
- Sets standards emphasizing best practices in ethnographic market research
- Provides real-world examples and experienced-based advice for novices and experienced market researchers
- Introduces powerful methods for new product/service innovations
- Approaches the topic cross-culturally and internationally demonstrating effective techniques for creating innovations around the world

Ethnography for Marketers is designed as a standard training and reference resource to help corporate managers and marketers design and implement ethnographic studies. It is an excellent textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology and education.

"Mariampolski, a sociologist by training, is not your traditional market researcher."

--THE WASHINGTON POST

"For any researcher wanting the definitive text on organising and conducting commercial ethnographic research, this is the book for you." 

--QUALITATIVE MARKET RESEARCH

Autoren/Hrsg.

Mariampolski, Hy

Fachgebiete

• Sozialwissenschaften Ethnologie | Volkskunde Ethnologie Physische Anthropologie
• Sozialwissenschaften Ethnologie | Volkskunde Ethnologie Ethnographie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel

Inhaltsverzeichnis

Introduction
PART I. BACKGROUND
Introducing Ethnography to Marketers
The Intellectual Heritage
The Power of Ethnography
Applications of the New Marketing Ethnography
PART II. PROJECT MANAGEMENT
Varieties of Ethnographies
Project Overview
Project Design Issues
Respondent Recruitment
Respondent Orientation
Logistics in the Field
PART III. CONDUCTING SITE VISITS
Site Visit Overview
Ethnographic Foundations
Ways of Looking
What Ethnography Seeks
Approaching the Site Visit
Collecting Data
Creating and Using Observation Guides
Collecting Data
Developing Rapport With Respondents
Developing Rapport with Respondents
Motivating Respondent Cooperation
Asking Questions
Expanding Your Understanding of Respondents
Managing and Closing the Visit
Part IV. Analysis and Presentation
Introduction to Analysis and Presentation
Reporting
Compiling, Organizing, and Analyzing Ethnographic Data
Interpreting and Drawing Conclusions
Quality Review
Appendix
References
Index
About the Author

Über Autor(innen)

Mariampolski, Hy
Hy Mariampolski is Managing Director of QualiData Research Inc. (www.qualidataresearch.com), New York and San Francisco. Hy holds a Ph.D. from Purdue University and has held academic appointments at Indiana University, Kansas State University, Yeshiva University and Hunter College of the City University of New York. He has conducted qualitative market research studies for a wide range of clients such as Hallmark Cards, Citibank, KPMG, The Clorox Company, Avery-Dennison, Colgate-Palmolive, Motorola, Moen, Johnson + Johnson, J. Walter Thomson, Young and Rubicam, Moulinex, Cognac Hennessy and Nissan Motors.