Research Catalog

Title

Ethnography for marketers : a guide to consumer immersion / Hy Mariampolski.

Author

Mariampolski, Hy

Publication

Thousand Oaks, Calif. : SAGE Publications, c2006.

Items in the Library & Off-site

Details

Subject

• Marketing research
• Consumer behavior
• Consumers' preferences
• Business anthropology

Bibliography (note)

• Includes bibliographical references (p. 235-238) and index.

Contents

1. Introducing ethnography to marketers -- 2. The intellectual heritage -- 3. The power of ethnography -- 4. Applications of the new marketing ethnography -- 5. Varieties of ethnographies -- 6. Project overview -- 7. Project design issues -- 8. Respondent recruitment -- 9. Respondent orientation -- 10. Logistics in the field -- 11. Site visit overview -- 12. Ethnographic foundations -- 13. Ways of looking -- 14. What ethnography seeks -- 15. Approaching the site visit -- 16. Collecting data -- 17. Developing rapport with respondents -- 18. Motivating respondent cooperation -- 19. Asking questions -- 20. Expanding your understanding of respondents -- 21. Managing and closing the visit -- 22. Introduction to analysis and presentation -- 23. Reporting -- 24. Compiling, organizing, and analyzing ethnographic data -- 25. Interpreting and drawing conclusions -- 26. Quality review.

ISBN

• 0761969462 (cloth)
• 0761969470 (pbk.)

LCCN

2005003610

OCLC

• ocm57641469
• SCSB-5924809

Owning Institutions

Columbia University Libraries