- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
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.
Contents
Ethnography - An Introduction
Qualitative Research
Ethnography: A Research Method
A Grounded Theory Approach to the Analysis of Qualitative Data
Visual Ethnography
References
