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LEADER: 08263cam 22009014a 4500
001 ocm57641469
003 OCoLC
005 20201021103323.0
008 050209s2006 cau b 001 0 eng
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050 00 $aHF5415.2$b.M3164 2006
082 00 $a658.8/34$222
084 $a85.08$2bcl
084 $a85.40$2bcl
100 1 $aMariampolski, Hy.
245 10 $aEthnography for marketers :$ba guide to consumer immersion /$cHy Mariampolski.
260 $aThousand Oaks, Calif. :$bSAGE Publications,$c©2006.
300 $axii, 252 pages ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 235-238) and index.
505 0 $apt. I. Background -- 1. Introducing ethnography to marketers -- Origins -- Contemporary definition -- Ethnography as qualitative research -- Comparisons and benefits -- 2. The intellectual heritage -- Marketing discourse and the social sciences -- The evolution of qualitative research -- 3. The power of ethnography -- The cultural perspective -- Language : the foundation of meaning -- Looking and the limitations of asking -- The importance of context -- 4. Applications of the new marketing ethnography -- New product discovery -- Commercial and corporate culture -- Ethnic and regional subcultures -- Retail navigation -- Guerrilla ethnography -- Contextual technology : usability and user interface design -- Synthesis : culture and context in the mind of the consumer.
505 0 $apt. II. Project management -- 5. Varieties of ethnographies -- Delimited/task-driven studies in private settings -- Open-ended/existential studies in private settings -- Delimited/task-driven studies in public settings --Open-ended/existential studies in public settings -- In praise of multiple methodology -- 6. Project overview -- Is ethnography appropriate? -- Academic versus marketing ethnographies -- Implementation overview -- Project timing -- 7. Project design issues -- Project design goals -- Internal versus external execution -- Optimizing the design -- Staffing and personnel needs -- Equipment : the ethnography kit -- 8. Respondent recruitment -- Recruitment in public settings -- Formal recruitment approaches -- Recruitment guidelines -- Creating an effective screener -- 9. Respondent orientation -- Who is conducting the study? -- Questions about the study -- Questions about the site visit -- Questions about privacy -- Questions about recruitment -- 10. Logistics in the field -- Teaming with clients -- Logistics management -- Cautions and contingencies.
505 0 $apt. III. Conducting site visits -- 11. Site visit overview -- Challenges of ethnography -- Goals and ideals of ethnographic observation -- 12. Ethnographic foundations -- Interaction with respondents -- Guidelines for interacting with respondents -- Ethical responsibilities -- The qualitative researcher's frame of mind -- 13. Ways of looking -- Looking and the phenomenology of perception -- Ethnography and gender -- Race, status, and class -- Visual data -- Observation and measurement -- 14. What ethnography seeks -- Understanding culture -- Cultural behaviors -- Cultural meanings -- Cultural tools -- Conclusion : behavior and culture -- 15 . Approaching the site visit -- Creative thinking in ethnographic practice -- The stages of a site visit -- Creating and using observation guides -- 16. Collecting data -- Qualitative data -- Mapping -- Product inventory -- Diaries -- Note taking -- Audio and video recording -- Structured activities -- Special issues in usability research -- 17. Developing rapport with respondents -- The introductory stage -- The role-taking and rapport-building stage -- 18. Motivating respondent cooperation -- Inhibitors : turn-offs -- Motivating respondents -- 19. Asking questions -- Naive outsider role -- Natural language -- Composing a question -- Types of questions -- 20. Expanding your understanding of respondents -- Probing -- Interpreting body language -- 21. Managing and closing the visit -- Time pressures and contingencies -- Closing the visit.
505 0 $apt. IV. Analysis and presentation -- 22. Introduction to analysis and presentation -- 23. Reporting -- Developing deliverables -- Types of reports -- 24. Compiling, organizing, and analyzing ethnographic data -- Debrief meetings -- Building the report -- Validity and reliability -- 25. Interpreting and drawing conclusions -- Interpreting ethnographic data -- Making generalizations -- Creating imaginative interpretations -- From ethnographic data to marketing intelligence -- 26. Quality review -- Record keeping and document storage -- For the love of ethnography -- Appendix. Ten commandments for great ethnography -- Project management diagram -- Sample project documents -- Screener -- Observation guide -- Respondent information sheet -- Site report template -- Observation/debrief notes.
520 1 $a"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 a textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology, and education."--Jacket.
650 0 $aMarketing research.
650 0 $aConsumer behavior.
650 0 $aConsumers' preferences.
650 0 $aBusiness anthropology.
650 6 $aMarketing$xRecherche.
650 6 $aConsommateurs$xComportement.
650 6 $aConsommateurs$xPréférences.
650 6 $aAffaires$xAspect anthropologique.
650 7 $aBusiness anthropology.$2fast$0(OCoLC)fst00842411
650 7 $aConsumer behavior.$2fast$0(OCoLC)fst00876238
650 7 $aConsumers' preferences.$2fast$0(OCoLC)fst00876441
650 7 $aMarketing research.$2fast$0(OCoLC)fst01010284
650 7 $aMarknadsundersökning.$2sao
650 7 $aKonsumentpsykologi.$2sao
650 4 $aInvestigación de mercado.
650 4 $aComportamiento del consumidor.
650 4 $aPreferencias de los consumidores.
650 4 $aAntropología de negocios.
776 08 $iOnline version:$aMariampolski, Hy.$tEthnography for marketers.$dThousand Oaks, Calif. : SAGE Publications, ©2006$w(OCoLC)607611303
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/ecip057/2005003610.html
856 41 $uhttp://catdir.loc.gov/catdir/toc/ecip057/2003610.html$zTable of contents
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/enhancements/fy0734/2005003610-b.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/enhancements/fy0658/2005003610-d.html
856 42 $uhttp://catdir.loc.gov/catdir/enhancements/fy0658/2003610-d.html$zPublisher description
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