Doing Anthropology in Consumer Research
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A01=Patricia L Sunderland
A01=Rita M Denny
academic
Academic Consumer Research
advanced ethnographic research applications
Advertising Research
analysis
applied
Applied Consumer Research
Author_Patricia L Sunderland
Author_Rita M Denny
Business Students
Category=JHM
Category=KJSM
CCT
Consumer Research
Consumer Research Practice
Convenience Food
corporate ethnography
cultural
cultural semiotics
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
ethnographic
Ethnographic Consumer Research
Ethnographic Video
focus group analysis
Ftp Site
Functional Reflector
General Market Agency
Girl Friends
Gold Cups
interview
Jay Ruby
Language Ideology
linguistic
PARC
practice
qualitative consumer insights
respondents
Rohit Varman
segmentation theory
USA Today
video
Video Diaries
Video Diary Method
visual research methods
Xerox PARC
Young Men
Zealand's Smaller Size
Zealand’s Smaller Size
Product details
- ISBN 9781598740912
- Weight: 600g
- Dimensions: 152 x 229mm
- Publication Date: 30 Nov 2007
- Publisher: Left Coast Press Inc
- Publication City/Country: US
- Product Form: Paperback
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Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of “ethnography” in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors’ own eclectic research—from coffee in Bangkok and boredom in New Zealand to computing in the United States—using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.
Rita M Denny, Patricia L Sunderland
