Ethnography for Marketers: A Guide to Consumer Immersion / Edition 1

Ethnography for Marketers: A Guide to Consumer Immersion / Edition 1

by Hy Mariampolski
     
 

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ISBN-10: 0761969470

ISBN-13: 9780761969471

Pub. Date: 06/21/2005

Publisher: SAGE Publications

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

Overview

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.

Product Details

ISBN-13:
9780761969471
Publisher:
SAGE Publications
Publication date:
06/21/2005
Edition description:
New Edition
Pages:
264
Product dimensions:
6.00(w) x 9.00(h) x 0.56(d)

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

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