Ethnography for marketers : a guide to consumer immersion /
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| Author / Creator: | Mariampolski, Hy |
|---|---|
| Imprint: | Thousand Oaks, Calif. : SAGE Publications, c2006. |
| Description: | xii, 252 p. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/5840598 |
Table of Contents:
- 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
