Business & Economics Books:

Ethnography in Marketing and Consumer Research

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Description

Ethnography in Marketing and Consumer Research is intended to assist researchers in employing ethnographic methods in marketing and consumer research. This is in response to the demands of practitioners, students, and academics who want to know more about ethnographic research, but who may not have had a formal training or exposure. Ethnographic research is concrete evidence of what is conventionally referred to as qualitative (or sometimes, interpretive) research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people's daily lives. The authors offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. This monograph also provides a framework and some general principles.
Release date Australia
January 10th, 2017
Audience
  • Postgraduate, Research & Scholarly
Pages
110
Dimensions
156x234x6
ISBN-13
9781680832341
Product ID
26628371

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