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Ethnography for Marketers: A Guide to Consumer Immersion by Hy Mariampolski VG+
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- Subject Area
- Assessment, Business Informatics, Consumerism, Data Analysis, Developmental Psychology, Economic Sociology, Educational Technology, Effective Learning & Studying, Experimental Psychology, Family Sociology, Human Science, Idioms, Information Management, Information Science, Management Controlling, Organizational Sociology, Personality Psychology, Social Management, Social Organisations, Social Professions, Social Psychology, Social Research, Social System, Sociology of Culture, Sociology of Knowledge, Young People, Youth Sociology
- Custom Bundle
- No
- Educational Level
- Adult & Further Education
- Personalized
- No
- Level
- Intermediate
- Country/Region of Manufacture
- United States
- Subject
- Advertising, Anthropology, Behavioral Sciences, Business Studies, Commercial Apprenticeship, Cultural Studies, Economics, Education, General Knowledge, Management, Marketing, Psychology, Redevelopment, Social Sciences, Sociology, Strategy, Teaching
- ISBN
- 9780761969471
- Publication Year
- 2005
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Ethnography for Marketers : a Guide to Consumer Immersion
- Item Height
- 0.6in
- Item Length
- 9in
- Publisher
- SAGE Publications, Incorporated
- Item Width
- 6in
- Item Weight
- 13 Oz
- Number of Pages
- 264 Pages
About this product
Product Information
"Ethnography for Marketers does an excellent job of capturing the academic aspects of ethnography but does so from a practical, useful point of view. Author Hy Mariampolskis expertise in the field is clearly communicated through the vast, in-depth coverage of the various aspects of ethnography for purposes of marketing research." --Cara Lee Okleshen, Peters Winthrop University "Ive been waiting for this book - a practical, how-to guide to conducting ethnographic studies for practitioners and clients, studies that will yield useful consumer insights that can impact marketing practice." --Ellen Day, The University of Georgia 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. Key Features Offers a step-by-step guide to help students and practitioners plan and execute ethnographic marketing research studies of their own Sets standards emphasizing best practices in ethnographic market research Provides real-world examples and experienced-based advice for novices and experienced market researchers Introduces powerful methods for new product/service innovations Approaches the topic cross-culturally and internationally demonstrating effective techniques for creating innovations around the world 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 an excellent textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology and education. "Mariampolski, a sociologist by training, is not your traditional market researcher." --THE WASHINGTON POST "For any researcher wanting the definitive text on organising and conducting commercial ethnographic research, this is the book for you." --QUALITATIVE MARKET RESEARCH
Product Identifiers
Publisher
SAGE Publications, Incorporated
ISBN-10
0761969470
ISBN-13
9780761969471
eBay Product ID (ePID)
2882639
Product Key Features
Publication Name
Ethnography for Marketers : a Guide to Consumer Immersion
Format
Trade Paperback
Language
English
Publication Year
2005
Type
Textbook
Number of Pages
264 Pages
Dimensions
Item Length
9in
Item Height
0.6in
Item Width
6in
Item Weight
13 Oz
Additional Product Features
Lc Classification Number
Hf5415.2.M3164 2006
Reviews
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., "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." , 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., 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 what ethnography 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., " 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." , 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.” , 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., "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!", "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." , "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.", 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., 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., "Mariampolskie(tm)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 e" looking at what Mariampolski describes as the social ecology of the home or workplace e" diaries, audio and video recording, and the complexities and subtleties of observation, which seems such a simple task but maybe isne(tm)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.", 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., 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., 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., 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 what ethnography 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., Ethnography for Marketers: A Guide to Consumer Immersionprovides 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 Immersionis a welcome addition to qualitative market research bookshelves from a guru with a wealth of professional experience., 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., "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." & & & &, "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." , "Mariampolski'e(tm)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 'e" looking at what Mariampolski describes as the social ecology of the home or workplace 'e" diaries, audio and video recording, and the complexities and subtleties of observation, which seems such a simple task but maybe isn'e(tm)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.", 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.
Table of Content
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
Copyright Date
2006
Topic
Consumer Behavior, Anthropology / Cultural & Social, Anthropology / General, Marketing / Research
Lccn
2005-003610
Dewey Decimal
658.8/34
Intended Audience
College Audience
Dewey Edition
22
Genre
Business & Economics, Social Science
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eBay item number:225020290711
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