Author : Hy Mariampolski
Publisher : SAGE
Page : 268 pages
File Size : 29,82 MB
Release : 2006
Category : Business & Economics
ISBN : 9780761969471
'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 : Alladi Venkatesh
Publisher :
Page : 110 pages
File Size : 15,18 MB
Release : 2017-01-10
Category : Business & Economics
ISBN : 9781680832341
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 : Patricia L Sunderland
Publisher : Routledge
Page : 369 pages
File Size : 50,18 MB
Release : 2016-06-16
Category : Business & Economics
ISBN : 1315430169
An essential new guide to the theory and practice of conducting ethnographic research in consumer environments, drawing on decades of the authors’ own 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.
Author : Paul Hackett
Publisher : Psychology Press
Page : 352 pages
File Size : 18,55 MB
Release : 2015-08-20
Category : Psychology
ISBN : 1317690281
While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings has not gone unnoticed. The culturally situated consumer, who is in intimate dialogue with their physical, virtual and social surroundings, has become integral to understanding the psychology behind consumer choices. This volume presents readers with theoretical and applied approaches to using qualitative research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.
Author : Russell Belk
Publisher : SAGE
Page : 244 pages
File Size : 26,97 MB
Release : 2012-12-14
Category : Business & Economics
ISBN : 1446290395
How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.
Author : Russell W. Belk
Publisher : Edward Elgar Publishing
Page : 609 pages
File Size : 30,78 MB
Release : 2007
Category : Business & Economics
ISBN : 1847204120
A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
Author : K. Goffin
Publisher : Springer
Page : 512 pages
File Size : 34,70 MB
Release : 2010-10-06
Category : Business & Economics
ISBN : 0230294480
Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.
Author : Dominika Maison
Publisher : Routledge
Page : 516 pages
File Size : 31,46 MB
Release : 2018-09-24
Category : Business & Economics
ISBN : 0429883382
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.
Author : Robert V Kozinets
Publisher : SAGE Publications
Page : 233 pages
File Size : 50,43 MB
Release : 2010
Category : Social Science
ISBN : 1848606451
With as many as 1 billion people now using online communities such as newsgroups, blogs, forums, social networking sites, podcasting, videocasting, photosharing communities, and virtual worlds, the internet is now an important site for research. This exciting new text is the first to explore the discipline of 'Netnography' - the conduct of ethnography over the internet - a method specifically designed to study cultures and communities online. For the first time, full procedural guidelines for the accurate and ethical conduct of ethnographic research online are set out, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method to students and researchers. The author also surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on the new elements and contingencies of the blogosphere (blogging), microblogging, videocasting, podcasting, social networking sites, virtual worlds and more. This book will be essential reading for researchers and students in social sciences such as anthropology, sociology, marketing and consumer research, organization and management studies and cultural and media studies.
Author : Timothy de Waal Malefyt
Publisher : Routledge
Page : 193 pages
File Size : 24,38 MB
Release : 2020-05-14
Category : Social Science
ISBN : 100018949X
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.
