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.
Hy Mariampolski is Managing Director of Quali Data 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.
Table of Contents
IntroductionPART I. BACKGROUNDIntroducing Ethnography to MarketersThe Intellectual HeritageThe Power of EthnographyApplications of the New Marketing EthnographyPART II. PROJECT MANAGEMENTVarieties of EthnographiesProject OverviewProject Design IssuesRespondent RecruitmentRespondent OrientationLogistics in the FieldPART III. CONDUCTING SITE VISITSSite Visit OverviewEthnographic FoundationsWays of LookingWhat Ethnography SeeksApproaching the Site VisitCollecting DataCreating and Using Observation GuidesCollecting DataDeveloping Rapport With RespondentsDeveloping Rapport with RespondentsMotivating Respondent CooperationAsking QuestionsExpanding Your Understanding of RespondentsManaging and Closing the VisitPart IV. Analysis and PresentationIntroduction to Analysis and PresentationReportingCompiling, Organizing, and Analyzing Ethnographic DataInterpreting and Drawing ConclusionsQuality ReviewAppendixReferencesIndexAbout the Author