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Books > Social sciences > Sociology, social studies > Anthropology
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Doing Anthropology in Consumer Research (Paperback)
Loot Price: R1,171
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Doing Anthropology in Consumer Research (Paperback)
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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.
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