Ethnography for marketers: a guide to consumer immersion
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif. [u. a.]
SAGE
2006
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Publisher description Contributor biographical information Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 235-238) and index |
| Beschreibung: | XII, 252 S. 24 cm |
| ISBN: | 9780761969464 0761969462 0761969470 |
Internformat
MARC
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| 100 | 1 | |a Mariampolski, Hy |e Verfasser |4 aut | |
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| 264 | 1 | |a Thousand Oaks, Calif. [u. a.] |b SAGE |c 2006 | |
| 300 | |a XII, 252 S. |c 24 cm | ||
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| 500 | |a Includes bibliographical references (p. 235-238) and index | ||
| 650 | 4 | |a Marketing research | |
| 650 | 4 | |a Consumer behavior | |
| 650 | 4 | |a Consumers' preferences | |
| 650 | 4 | |a Business anthropology | |
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Datensatz im Suchindex
| _version_ | 1804140984196399104 |
|---|---|
| adam_text | Contents
Introduction ix
Acknowledgments x
PART I. BACKGROUND 1
1. Introducing Ethnography to Marketers 3
Origins 4
Contemporary Definition 6
Ethnography as Qualitative Research 7
Comparisons and Benefits 9
2. The Intellectual Heritage 12
Marketing Discourse and the Social Sciences 12
The Evolution of Qualitative Research 14
3. The Power of Ethnography 17
The Cultural Perspective 18
Language: The Foundation of Meaning 20
Looking and the Limitations of Asking 22
The Importance of Context 23
4. Applications of the New Marketing Ethnography 26
New Product Discovery 26
Commercial and Corporate Culture 29
Ethnic and Regional Subcultures 32
Retail Navigation 35
Guerrilla Ethnography 36
Contextual Technology: Usability and
User Interface Design 37
Synthesis: Culture and Context in the
Mind of the Consumer 40
PART II. PROJECT MANAGEMENT 41
5. Varieties of Ethnographies 43
Delimited/Task-Driven Studies in Private Settings 43
Open-Ended/Existential Studies in Private Settings 44
Delimited/Task-Driven Studies in Public Settings 46
Open-Ended/Existential Studies in Public Settings 47
In Praise of Multiple Methodology 47
6. Project Overview 49
Is Ethnography Appropriate? 49
Academic Versus Marketing Ethnographies 50
Implementation Overview 53
Project Timing 60
7. Project Design Issues 63
Project Design Goals 63
Internal Versus External Execution 64
Optimizing the Design 65
Staffing and Other Personnel Needs 76
Equipment: The Ethnography Kit 79
8. Respondent Recruitment 83
Recruitment in Public Settings 83
Formal Recruitment Approaches 87
Recruitment Guidelines 89
Creating an Effective Screener 92
9. Respondent Orientation 95
Who Is Conducting the Study? 96
Questions About the Study 96
Questions About the Site Visit 97
Questions About Privacy 99
Questions About Recruitment 99
10. Logistics in the Field 101
Teaming With Clients 101
Logistics Management 102
Cautions and Contingencies 104
PART III. CONDUCTING SITE VISITS 105
11. Site Visit Overview 107
Challenges of Ethnography 107
Goals and Ideals of Ethnographic
Observation 109
12. Ethnographic Foundations 111
Interaction With Respondents 111
Guidelines for Interacting With Respondents 113
Ethical Responsibilities 115
The Qualitative Researcher s Frame of Mind 119
13. Ways of Looking 122
Looking and the Phenomenology of Perception 122
Ethnography and Gender 125
Race, Status, and Class 126
Visual Data 126
Observation and Measurement 128
14. What Ethnography Seeks 129
Understanding Culture 130
Cultural Behaviors 130
Cultural Meanings 133
Cultural Tools 136
Conclusion: Behavior and Culture 138
15. Approaching the Site Visit 139
Creative Thinking in Ethnographic Practice 139
The Stages of a Site Visit 141
Creating and Using Observation Guides 143
16. Collecting Data 147
Qualitative Data 147
Mapping 148
Product Inventory 148
Diaries 151
Note Taking 152
Audio and Video Recordings 153
Structured Activities 153
Special Issues in Usability Research 154
17. Developing Rapport With Respondents 157
The Introductory Stage 158
The Role-Taking and Rapport-Building Stage 159
18. Motivating Respondent Cooperation 162
Inhibitors: Turn-Offs 162
Motivating Respondents 164
19. Asking Questions 168
Naive Outsider Role 168
Natural Language 169
Composing a Question 170
Types of Questions 170
20. Expanding Your Understanding of Respondents 173
Probing 173
Interpreting Body Language 174
21. Managing and Closing the Visit 178
Time Pressures and Contingencies 178
Closing the Visit 180
PART IV. ANALYSIS AND PRESENTATION 183
22. Introduction to Analysis and Presentation 185
23. Reporting 187
Developing Deliverables 187
Types of Reports 188
24. Compiling, Organizing, and Analyzing Ethnographic Data 190
Debriefing Meetings 190
Building the Report 191
Validity and Reliability 193
25. Interpreting and Drawing Conclusions 197
Interpreting Ethnographic Data 197
Making Generalizations 198
Creating Imaginative Interpretations 199
From Ethnographic Data to Marketing Intelligence 201
26. Quality Review 208
Record Keeping and Document Storage 209
For the Love of Ethnography 209
Appendix 211
Ten Commandments for Great Ethnography 211
Project Management Diagram 213
Sample Project Documents 214
Screener 216
Observation Guide 223
Respondent Information Sheet 227
Site Report Template 231
Observation/Debriefing Notes 233
References 235
Index 239
.1 . .1. . » .1 TCI
|
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| spelling | Mariampolski, Hy Verfasser aut Ethnography for marketers a guide to consumer immersion Hy Mariampolski Thousand Oaks, Calif. [u. a.] SAGE 2006 XII, 252 S. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 235-238) and index Marketing research Consumer behavior Consumers' preferences Business anthropology Ethnomethodologie (DE-588)4130874-8 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Ethnomethodologie (DE-588)4130874-8 s Verbraucherverhalten (DE-588)4062644-1 s DE-604 http://www.loc.gov/catdir/toc/ecip057/2005003610.html Table of contents only http://www.loc.gov/catdir/enhancements/fy0658/2005003610-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0734/2005003610-b.html Contributor biographical information HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018858774&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mariampolski, Hy Ethnography for marketers a guide to consumer immersion Marketing research Consumer behavior Consumers' preferences Business anthropology Ethnomethodologie (DE-588)4130874-8 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4130874-8 (DE-588)4062644-1 |
| title | Ethnography for marketers a guide to consumer immersion |
| title_auth | Ethnography for marketers a guide to consumer immersion |
| title_exact_search | Ethnography for marketers a guide to consumer immersion |
| title_full | Ethnography for marketers a guide to consumer immersion Hy Mariampolski |
| title_fullStr | Ethnography for marketers a guide to consumer immersion Hy Mariampolski |
| title_full_unstemmed | Ethnography for marketers a guide to consumer immersion Hy Mariampolski |
| title_short | Ethnography for marketers |
| title_sort | ethnography for marketers a guide to consumer immersion |
| title_sub | a guide to consumer immersion |
| topic | Marketing research Consumer behavior Consumers' preferences Business anthropology Ethnomethodologie (DE-588)4130874-8 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Marketing research Consumer behavior Consumers' preferences Business anthropology Ethnomethodologie Verbraucherverhalten |
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