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Author: Hy Mariampolski
Publisher: SAGE
ISBN: 9780761969471
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
'Ethnography for Market Research' provides a comprehensive step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications.
Author: Hy Mariampolski
Publisher: SAGE
ISBN: 9780761969471
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
'Ethnography for Market Research' provides a comprehensive step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications.
Author: Timothy de Waal Malefyt
Publisher: Routledge
ISBN: 100018949X
Category : Social Science
Languages : en
Pages : 193
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Book Description
Examining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settings. The chapters reflect the authors' extensive lived experienced as professionals in the advertising business and marketing research industry. Essays analyze internal agency and client meetings, competitive pressures and professional relationships and include multiple case studies. The authors describe the structure, function and process of advertising agency work, the mediation and formation of creativity, the centrality of human interactions in agency work, the production of consumer insights and industry ethics. Throughout the book, the authors offer concrete advice for practitioners.Advertising and Anthropology is written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design.
Author: Robert C. Prus
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Business & Economics
Languages : en
Pages : 344
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Book Description
The accounts of owners, sales administrators, marketing personnel and sales representatives are used to describe the basics of modern business practices in Pursuing Customers. The author focuses on the processes by which a business prepares for its customers from set up and management to purchasing goods, pricing, advertising and display. Each step in the process is brought alive with commentary by its participants - from shoe salesperson to department store manager. Business is described as an arena where participants construct a world of enticement, competition, strategy and negotiation.
Author: Alladi Venkatesh
Publisher:
ISBN: 9781680832341
Category : Business & Economics
Languages : en
Pages : 110
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Book 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.
Author: Maryann McCabe
Publisher: Taylor & Francis
ISBN: 1315534568
Category : Social Science
Languages : en
Pages : 151
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Book Description
In a global and rapidly changing commercial environment, businesses increasingly use collaborative ethnographic research to understand what motivates their employees and what their customers value. In this volume, anthropologists, marketing professionals, computer scientists and others examine issues, challenges, and successes of ethnographic cooperation in the corporate world. The book argues that constant shifts in the global marketplace require increasing multidisciplinary and multicultural teamwork in consumer research and organizational culture; addresses the need of corporate ethnographers to be adept at reading and translating the social constructions of knowledge and power, in order to contribute to the team process of engaging research participants, clients and stakeholders; reveals the essentially dynamic process of collaborative ethnography; shows how multifunctional teams design and carry out research, communicate findings and implications for organizational objectives, and craft strategies to achieve those objectives to increase the vibrancy of economies, markets and employment rates worldwide.
Author: Melissa Cefkin
Publisher: Berghahn Books
ISBN: 9781845457778
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
Businesses and other organizations are increasingly hiring anthropologists and other ethnographically-oriented social scientists as employees, consultants, and advisors. The nature of such work, as described in this volume, raises crucial questions about potential implications to disciplines of critical inquiry such as anthropology. In addressing these issues, the contributors explore how researchers encounter and engage sites of organizational practice in such roles as suppliers of consumer-insight for product design or marketing, or as advisors on work design or business and organizational strategies. The volume contributes to the emerging canon of corporate ethnography, appealing to practitioners who wish to advance their understanding of the practice of corporate ethnography and providing rich material to those interested in new applications of ethnographic work and the ongoing rethinking of the nature of ethnographic praxis.
Author: David Carson
Publisher: SAGE
ISBN: 1446234983
Category : Business & Economics
Languages : en
Pages : 255
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Book Description
As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.
Author: Sierk Ybema
Publisher: SAGE
ISBN: 1446248186
Category : Social Science
Languages : en
Pages : 306
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Book Description
Just as newspapers do not, typically, engage with the ordinary experiences of people′s daily lives, so organizational studies has also tended largely to ignore the humdrum, everyday experiences of people working in organizations. However, ethnographic approaches provide in-depth and up-close understandings of how the ′everyday-ness′ of work is organized and how, in turn, work itself organizes people and the societies they inhabit. Organizational Ethnography brings contributions from leading scholars in organizational studies that serve to unpack an ethnographic perspective on organizations and organizational research. The authors explore the particular problems faced by organizational ethnographers, including: - questions of gaining access to research sites within organizations; - the many styles of writing organizational ethnography; - the role of friendship relations in the field; - problems of distance and closeness; - the doing of at-home ethnography; - ethical issues; - standards for evaluating ethnographic work. This book is a vital resource for organizational scholars and students doing or writing ethnography in the fields of business and management, public administration, education, health care, social work, or any related field in which organizations play a role.
Author: Amanda Coffey
Publisher: SAGE
ISBN: 9780761952671
Category : Reference
Languages : en
Pages : 196
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Book Description
"What are the relationships between the self and fieldwork? How do personal, emotional and identity issues impact on fieldwork?" "The Ethnographic Self argues that ethnographers and others involved in research in the field should be aware of how fieldwork affects the researcher, and how the researcher affects the field. Coffey synthesizes accounts of the personal experience of ethnography, and aims to make sense of the process of fieldwork research as a set of practical, intellectual and emotional accomplishments. The book is thematically arranged and illustrated with a wide range of empirical material. The author examines the ethnographic presence in the field, and the implications of this in and beyond fieldwork, exploring issues such as the creation of the ethnographic self, and the embodiment and sexualization of the field and self." "The Ethnographic Self will be of interest to anyone working in the area of qualitative research, but especially for sociologists, and educational and health researchers."--BOOK JACKET.
Author: Daniel Neyland
Publisher: SAGE
ISBN: 1446233650
Category : Social Science
Languages : en
Pages : 194
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Book Description
′This is an excellent resource for those interested in studying organizations in both formal and informal contexts′ - Choice Taking readers through the practical history of ethnography from its anthropological origins through to its use in a ever-widening variety of organizational, academic and business contexts, this book covers the whole research project process, starting with research design, and dealing with such practical issues as gaining access, note-taking, project management, analysing one′s data and negotiating an exit strategy. It is highly practical and incorporates a range of case studies, illustrating organisational ethnography at work. This book is an invaluable resource for anyone wanting to plan and conduct their own ethnographic, observational or participant observational research in an organizational context, whatever their level of experience and regardless of whether they are studying a business organization or other types of organization such as schools and hospitals.
