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Author : Hy Mariampolski
Publisher : SAGE
Page : 268 pages
File Size : 44,7 Mb
Release : 2006
Category : Business & Economics
ISBN : 0761969470
'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,David Crockett,Samantha Cross,Steven Chen
Publisher : Unknown
Page : 110 pages
File Size : 42,7 Mb
Release : 2017-01-10
Category : Business & Economics
ISBN : 1680832344
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 : Robert C. Prus
Publisher : SAGE Publications, Incorporated
Page : 344 pages
File Size : 48,7 Mb
Release : 1989-03
Category : Business & Economics
ISBN : UOM:49015000840034
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 : Maryann McCabe
Publisher : Taylor & Francis
Page : 138 pages
File Size : 43,7 Mb
Release : 2016-11-25
Category : Social Science
ISBN : 9781315534565
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 : Alladi Venkatesh,David Crockett,Samantha Cross,Steven Chen
Publisher : Unknown
Page : 91 pages
File Size : 45,6 Mb
Release : 2015
Category : Electronic
ISBN : OCLC:999172020
Author : Marianne E. Lien
Publisher : Unknown
Page : 328 pages
File Size : 44,8 Mb
Release : 1997-09
Category : Business & Economics
ISBN : STANFORD:36105020134396
What 200 products can be made from a dead chicken?What should turkey really taste like?How can you make a ready-made meal appear less manufactured?How do you market a "folk-pizza"?This fascinating and entertaining book examines the strategies and struggles of the young professionals who are responsible for marketing a variety of ready-made food products for a major Norwegian food manufacturer. This setting provides the empirical focus for the analysis of the key tensions and contradictions which are to be found in modernity.Through a detailed description of "everyday-life" in the marketing department, the book critically examines many of the features which are believed to characterise modernity, such as authenticity, ambivalence and the quest for order. The setting also allows the author to explore key economic terms such as "the market", "product", "brand" and "consumer".Drawing on comparative material, the author suggests that modernity may be characterized, not so much by an effort at making order, but rather by specific ways of dealing with ambivalence, and demonstrates that features generally associated with modernity may not be so modern after all.
Author : Timothy de Waal Malefyt,Robert J. Morais
Publisher : Routledge
Page : 193 pages
File Size : 48,5 Mb
Release : 2020-05-14
Category : Social Science
ISBN : 9781000189490
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 : Johan Nilsson
Publisher : Linköping University Electronic Press
Page : 105 pages
File Size : 48,8 Mb
Release : 2018-02-01
Category : Electronic
ISBN : 9789176853603
Market research pervades society. It is an endeavour that connects marketing practice with methods similar to social science. Further, market research results appear as knowledge produced to inform recipients towards making productive business decisions and as a commodity sold to commissioning clients. I suggest that such commissioned knowledge production must be approached taking into account both the making and the marketing of such material. The position of market research between concerns to know through research and to market goods and services, including its own, has been approached differently in academic scholarship. Examples range from criticism against surveillance and manipulation, to calls to defining the benefits of market research techniques for organising markets and societies. Researchers have tried to explain this knowledge making for market research as a construction of objects of knowledge or as a performative phenomenon. This thesis takes an ethnographic and cultural approach to market research work and the researchers that undertake it. Based on fieldwork with Swedish firm Norna (pseudonym) and handbooks from industry organisation ESOMAR, the thesis inquires into the epistemic practices and epistemology of market research, how market researchers consider their work influenced by the relations that they maintain and how ideas and practices in market research inform understanding of commissioned knowledge production. The thesis consists of four articles dealing with the ideas, actors and processes that engage market researchers. The first article assesses market research industry handbooks and discusses the contribution of performativity approaches in light of this local epistemology. The second article studies how market researchers shape their respondents as part of producing consumer knowledge. The third article assesses how the work processes of market research knowledge production rely on the production and distribution of ignorance to successfully keep respondents and clients at the right certainty interval. The fourth article examines client relations and how market researchers produce materials to satisfy clients as well as shape clients’ preferences and understanding. The findings of the thesis point to how market research features its own local epistemics and reflexivity on the part of researchers, but also the tensions and ambiguities involved. Market researchers handle commercial pressures and epistemic quandaries in parallel and overlapping relational practice through the production and deployment of both knowledge and ignorance. Dealing with clients and respondents transcends the distinction between the commercial and the informative. The text informs a further understanding of market research, its techniques by means of engaging with how its researchers view this activity. Further it challenges the social study of knowledge production by showing how in this case it includes concerns that are not simplistically commercial or epistemic. Marknadsundersökningar är en verksamhet i gränslandet mellan marknadsföring och samhällsvetenskapliga forskningsmetoder. Det material som marknadsundersökare tar fram ska både informera kunder och säljas till dem. Denna uppdragsbaserade kunskapsproduktion måste förstås både som kunskaps- och marknadsföringspraktik. Det är en dubbelhet som har hanterats på skilda sätt i tidigare forskning. Kritiker har diskuterat marknadsundersökningar som del av en manipulativ marknadsföringsindustri medan försvarare snarare förordat förbättrande av kunskaper kring människors behov. Skapandet av kunskap i marknadsundersökningar har ömsom setts som en konstruktion och ömsom diskuterats som ett fenomen där beskrivningen formar det som beskrivs. Avhandlingen tar sig an marknadsundersökningar genom en etnografisk studie av marknadsundersökare och deras arbete. Med utgångspunkt i handböcker från branschorganisationen ESOMAR, samt deltagande observation på det svenska marknadsundersökningsföretaget Norna (pseudonym), diskuteras marknadsundersökningar utifrån en rad fokusområden: Utsagor om kunskap såväl som praktiker i kunskapsproduktion, hur marknadsundersökare ser sin verksamhet i relation till kunder och respondenter samt hur undersökningar görs säljbara och användbare för uppdragsgivare. Avhandlingen innehåller fyra delstudier som i form av artiklar studerar olika aspekter av marknadsundersökningsarbete. Den första artikeln studerar handböcker från ESOMAR och undersöker vilket bidrag som kan göras vid analys givet att undersökarna själva formulerar idéer om sin verksamhet. Den andra artikeln handlar om hur marknadsundersökare formar deltagare i undersökningar som del av sin produktion av kunskap om konsumenter. Den tredje artikeln går igenom Nornas arbetsprocess med fokus kring hur kunskapsproduktion också handlar om att generera okunskap för att respondenter och kunder ska kunna förstå och delta. Den fjärde artikeln avhandlar relationen till undersökningens beställare och hur marknadsundersökare formar sitt material för att tillfredsställa kunden, samtidigt som deras preferenser formas för att producera ett gott mottagande av undersökningsresultat. Avhandlingen visar hur marknadsundersökningar karaktäriseras av förutsättningar för kunskapsproduktion och hur marknadsundersökare själva är reflekterande kring sitt arbete. Den ambivalens och de spänningar som kännetecknar marknadsundersökningar som verksamhet diskuteras i termer av hur marknadsundersökare samtidigt hanterar kommersiella såväl som kunskapsteoretiska aspekter av arbetet. Genom att fokusera på hur marknadsundersökningar är en relationell verksamhet visas också hur marknadsundersökare hanterar spänningar mellan vikten av att göra undersökningar som hjälper kunden och att få kunder att köpa undersökningar. Genom att utgå från hur marknadsundersökare själva ser på dessa frågor ger studien en sammanvägd bild av hur uppdragsbaserad kunskapsproduktion handlar om såväl relationsarbete som att skapa kunskap som beskriver marknader och konsumenter.
Author : Hy Mariampolski
Publisher : SAGE
Page : 330 pages
File Size : 49,8 Mb
Release : 2001-08-21
Category : Business & Economics
ISBN : 0761969454
This text guides the reader through a research project from the perspective of both user and practitioner. It meets the needs of several audiences by creating common ground in the applied practice of qualitative research.
Author : Melissa Cefkin
Publisher : Berghahn Books
Page : 268 pages
File Size : 40,5 Mb
Release : 2010
Category : Business & Economics
ISBN : 1845457773
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 : Robert V Kozinets
Publisher : SAGE
Page : 494 pages
File Size : 47,5 Mb
Release : 2019-10-14
Category : Social Science
ISBN : 9781526482341
Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological groundwork as well as the practical applications, helping students both understand and do netnographic research projects of their own. Packed with enhanced learning features throughout, linking concepts to structured activities in a step by step way, the book is also now accompanied by a striking new visual design and further case studies, offering the essential student resource to conducting online ethnographic research. Real world examples provided demonstrate netnography in practice across the social sciences, in media and cultural studies, anthropology, education, nursing, travel and tourism, and others.
Author : Robert V Kozinets
Publisher : SAGE Publications
Page : 233 pages
File Size : 47,7 Mb
Release : 2010
Category : Social Science
ISBN : 9781848606456
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 : Patricia L Sunderland,Rita M Denny
Publisher : Routledge
Page : 369 pages
File Size : 40,5 Mb
Release : 2016-06-16
Category : Business & Economics
ISBN : 9781315430164
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.
Author : Gillian Evans
Publisher : Vernon Press
Page : 240 pages
File Size : 48,7 Mb
Release : 2020-01-15
Category : Social Science
ISBN : 9781622738953
The United Nations predicts that by the year 2050 almost 70% of the planet’s population will be living in cities. The onus on social scientists is to explain the contemporary challenges posed by the urbanization of the world. A growing body of literature raises the alarm about the precarity of human existence in the uncertain conditions of rapidly transforming contemporary cities. This volume brings together a diverse collection of new ethnographies of precarious lives in various cities of the world. The specific focus on post-industrial cities in the UK allows for a wider consideration of the urban conditions and the political and economic climates which combine to produce extremely precarious living conditions for urban populations elsewhere in the world.The productive consequence of the comparisons and contrasts of various urban contexts, made possible by the volume, is an analytical focus on what it means for humans to live and occupy different subject positions under the advancing conditions of contemporary global capitalism. The volume’s chapters are also united by the shared commitment of early career social science scholars to ethnography as a research method. This gives a common methodological focus to diverse topics of substantive concern located in various cities of the world from Manchester, Newcastle and Salford in the north of England, to Detroit in the USA, Rio de Janeiro in Brazil, Turin in Italy and Beirut in Lebanon. Ethnography, relying as it does on long-term participant observation and in-depth open-ended interviewing, is uniquely valuable as a resource for bringing to life the unpredictable ways in which humans survive and develop forms of resilience among, for example, the ruins of dying cities. Ethnography also enables social scientists to understand and add depth to the surprising stories and apparent contradictions of everyday protest in the face of the increasing privatization of the public good and extreme inequalities of wealth. Ethnographically grounded analyses of urban life are therefore uniquely positioned to explain and critically analyse the new politics of popular resistance as the people who feel ‘left behind’ by society, or expelled from what might be described as the ‘exclusification’ of urban environments, push back against an economy and politics that appears to exist only for the private benefit of an indifferent elite population.
Author : Chris Hackley
Publisher : Routledge
Page : 228 pages
File Size : 54,8 Mb
Release : 2019-12-09
Category : Business & Economics
ISBN : 9780429822797
This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book’s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research.