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

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Overview

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.
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Editorial Reviews

P.G. Kishel
"Mariampolski provides strategies and tips for conducting onsite marketing research into consumers' behaviors and lifestyles. This useful guide also includes information on the cultural and ethical aspects of conducting research and how to establish rapport with respondents. "
Maryann McCabe
"Ethnography for Marketers: A Guide to Consumer Immersion provides a good primer for market researchers wishing to engage in ethnographic fieldwork. It offers useful background and practical guidance on conducting ethnographic fieldwork in an easy-to-read and enjoyable style... He [Hy Mariampolski] is at his best when describing how to design and carry out ethnographic projects. The stories he tells from his own market research practice make the text a rich learning experience for readers...Ethnography for Marketers: A Guide to Consumer Immersion is a welcome addition to qualitative market research bookshelves from a guru with a wealth of professional experience."
RESEARCH MAGAZINE - Michael Warren
"Mariampolski’s book is accessible without being simplistic, detailed without being intimidating and enthusiastic without tub-thumping. The book start with an outline of the history of ethnography (or, as the author puts it, its intellectual heritage), and goes on to explore both its power and range of applications. But the bulk of the book is a detailed exploration of the practicalities of the work, including design, recruitment, logistics, site visits, and interaction with respondents. Not surprisingly, particular emphasis is put on data collection, including mapping – looking at what Mariampolski describes as the social ecology of the home or workplace – diaries, audio and video recording, and the complexities and subtleties of observation, which seems such a simple task but maybe isn’t. All in all, this is a splendid do-it-yourself guide to ethnography for use in our neck of the research woods. The book will provide a useful background to what is perhaps an ideal form of investigation, getting closer to understanding what can never be possible with groups and depths. A useful counter-balance to the understandable trend towards off the shelf and perhaps over-simplistic research studies, this book not only provides a guide to the ways and means of ethnography but will provide virtually everyone with new thoughts on the research we could do, and sometimes perhaps should do."
VUE - Mark Lovell
"Ethnography for Marketers promises to establish itself as an important, practical handbook for anyone engaging or about to engage in this burgeoning sub-division of qualitative research. This book contains some theory but focuses much more on hands-on practice. The author must be praised for putting much practical wisdom into our hands. How-to research books are often long on procedure and short on interpretation. Not so with this book. Hints on analysis and developing sound answers for buyers are plentiful. The appendices are rich in material that can inspire and guide the budding ethnographer. Here the author seized the high ground: Mount Sinai, to be precise, from which he delivers the "Ten Commandments for Great Ethnography ". It I were to add one, it would be- Go for it!"
Maryann Mc Cabe
"Ethnography for Marketers: A Guide to Consumer Immersion provides a good primer for market researchers wishing to engage in ethnographic fieldwork. It offers useful background and practical guidance on conducting ethnographic fieldwork in an easy-to-read and enjoyable style... He [Hy Mariampolski] is at his best when describing how to design and carry out ethnographic projects. The stories he tells from his own market research practice make the text a rich learning experience for readers...Ethnography for Marketers: A Guide to Consumer Immersion is a welcome addition to qualitative market research bookshelves from a guru with a wealth of professional experience."
P. G. Kishel
"Mariampolski provides strategies and tips for conducting onsite marketing research into consumers' behaviors and lifestyles. This useful guide also includes information on the cultural and ethical aspects of conducting research and how to establish rapport with respondents."
The Journal of Business Perspective - Arvind Sahay
"The principal strength of this book is that it is well organized and forms an excellent primer for a person, who may have no previous background in the area, to get to know about whatethnography is, why it is useful, its genesis, how to use it in various situations, and the various do's and don'ts involved in using ethnography as a tool to gather and interpret date from consumers. The various chapters on setting up a piece of ethnographic research and executing it are especially good. It is a useful addition to the set of materials that are available to marketers for ethnographic research."
Manu Parashar
"This book is clearly targeted at an audience comprising market research professionals who want to expand their repertoire of research methods, people working in research agencies, consultancies and client organizations. The book is excellent in its coverage of both the reasons behind the need to use ethnography and the 'how to' of the ethnographic process.. . . People being exposed to this method for the first time will appreciate the comprehensiveness of the book."
Research Magazine
"Mariampolski’s book is accessible without being simplistic, detailed without being intimidating and enthusiastic without tub-thumping. The book start with an outline of the history of ethnography (or, as the author puts it, its intellectual heritage), and goes on to explore both its power and range of applications. But the bulk of the book is a detailed exploration of the practicalities of the work, including design, recruitment, logistics, site visits, and interaction with respondents. Not surprisingly, particular emphasis is put on data collection, including mapping – looking at what Mariampolski describes as the social ecology of the home or workplace – diaries, audio and video recording, and the complexities and subtleties of observation, which seems such a simple task but maybe isn’t. All in all, this is a splendid do-it-yourself guide to ethnography for use in our neck of the research woods. The book will provide a useful background to what is perhaps an ideal form of investigation, getting closer to understanding what can never be possible with groups and depths. A useful counter-balance to the understandable trend towards off the shelf and perhaps over-simplistic research studies, this book not only provides a guide to the ways and means of ethnography but will provide virtually everyone with new thoughts on the research we could do, and sometimes perhaps should do. "— Michael Warren
VUE
"Ethnography for Marketers promises to establish itself as an important, practical handbook for anyone engaging or about to engage in this burgeoning sub-division of qualitative research. This book contains some theory but focuses much more on hands-on practice. The author must be praised for putting much practical wisdom into our hands. How-to research books are often long on procedure and short on interpretation. Not so with this book. Hints on analysis and developing sound answers for buyers are plentiful. The appendices are rich in material that can inspire and guide the budding ethnographer. Here the author seized the high ground: Mount Sinai, to be precise, from which he delivers the "Ten Commandments for Great Ethnography ". It I were to add one, it would be- Go for it! "— Mark Lovell
The Journal of Business Perspective
"The principal strength of this book is that it is well organized and forms an excellent primer for a person, who may have no previous background in the area, to get to know about whatethnography is, why it is useful, its genesis, how to use it in various situations, and the various do's and don'ts involved in using ethnography as a tool to gather and interpret date from consumers. The various chapters on setting up a piece of ethnographic research and executing it are especially good. It is a useful addition to the set of materials that are available to marketers for ethnographic research. "— Arvind Sahay
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Product Details

  • ISBN-13: 9780761969471
  • Publisher: SAGE Publications
  • Publication date: 6/21/2005
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 264
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.56 (d)

Meet the Author

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.

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Table of Contents

1 Introducing ethnography to marketers 3
2 The intellectual heritage 12
3 The power of ethnography 17
4 Applications of the new marketing ethnography 26
5 Varieties of ethnographies 43
6 Project overview 49
7 Project design issues 63
8 Respondent recruitment 83
9 Respondent orientation 95
10 Logistics in the field 101
11 Site visit overview 107
12 Ethnographic foundations 111
13 Ways of looking 122
14 What ethnography seeks 129
15 Approaching the site visit 139
16 Collecting data 147
17 Developing rapport with respondents 157
18 Motivating respondent cooperation 162
19 Asking questions 168
20 Expanding your understanding of respondents 173
21 Managing and closing the visit 178
22 Introduction to analysis and presentation 185
23 Reporting 187
24 Compiling, organizing, and analyzing ethnographic data 190
25 Interpreting and drawing conclusions 197
26 Quality review 208
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