Ethnography in Marketing and Consumer Research (Paperback)

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.

General

Imprint:	Now Publishers Inc
Country of origin:	United States
Series:	Foundations and Trends (R) in Marketing
Release date:	2017
First published:	2017
Authors:	Alladi Venkatesh • David Crockett • Samantha C. Ross • Steven Chen
Dimensions:	234 x 156 x 6mm (L x W x T)
Format:	Paperback
Pages:	110
ISBN-13:	978-1-68083-234-1
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	1-68083-234-4
Barcode:	9781680832341

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