Ethnography For Marketers
DOWNLOAD
Download Ethnography For Marketers PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Ethnography For Marketers book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Ethnography For Marketers
DOWNLOAD
Author : Hy Mariampolski
language : en
Publisher: SAGE
Release Date : 2006
Ethnography For Marketers written by Hy Mariampolski and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.
Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify unmet needs, stimulate novel insights, create strategies and develop new ideas. Hy Mariampolski, author of Qualitative Market Research: A Comprehensive Guide (Sage, 2001) again takes readers on a voyage of discovery in Ethnography for Marketers. These two companion works are essential guides for marketers seeking rich insights into their customers' thoughts and behaviors.
Ethnography For Marketing And Consumer Research
DOWNLOAD
Author : Alladi Venkatesh
language : en
Publisher:
Release Date : 2015
Ethnography For Marketing And Consumer Research written by Alladi Venkatesh and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Advertising And Anthropology
DOWNLOAD
Author : Timothy de Waal Malefyt
language : en
Publisher: Taylor & Francis
Release Date : 2013-08-01
Advertising And Anthropology written by Timothy de Waal Malefyt and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08-01 with Social Science categories.
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.
Doing Anthropology In Consumer Research
DOWNLOAD
Author : Patricia L Sunderland
language : en
Publisher: Routledge
Release Date : 2016-06-16
Doing Anthropology In Consumer Research written by Patricia L Sunderland and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-16 with Business & Economics categories.
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.
Constructing Consumer Knowledge In Market Research
DOWNLOAD
Author : Johan Nilsson
language : sv
Publisher: Linköping University Electronic Press
Release Date : 2018-02-01
Constructing Consumer Knowledge In Market Research written by Johan Nilsson and has been published by Linköping University Electronic Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-01 with categories.
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.
Doing Ethnography
DOWNLOAD
Author : Giampietro Gobo
language : en
Publisher: SAGE
Release Date : 2008-04-11
Doing Ethnography written by Giampietro Gobo and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-04-11 with Social Science categories.
With regular exercises, lists of key terms and points and self-evaluation checklists, Doing Ethnography systematically describes the various phases of an ethnographic inquiry and provides numerous examples, suggestions and advice for the novice ethnographer. Ethnography seeks to understand, describe and explain the symbolic world lying beneath the social action of groups, organizations and communities. This book clearly sets out the coordinates and foundations of this increasingly popular methodology. Giampietro Gobo discusses all the major issues, including the research design, access to the field, data collection, organisation and analysis, and communication of the results.
Netnography
DOWNLOAD
Author : Robert V Kozinets
language : en
Publisher: SAGE
Release Date : 2009-12-18
Netnography written by Robert V Kozinets and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-18 with Social Science categories.
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.
Speaking Of Ethnography
DOWNLOAD
Author : Michael Agar
language : en
Publisher: SAGE
Release Date : 1986
Speaking Of Ethnography written by Michael Agar and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986 with Social Science categories.
In this eloquently written volume Michael Agar expands the premise set forth in his very popular work The Professional Stranger. Speaking of Ethnography challenges the assumption that conventional scientific procedures are appropriate for the study of human affairs. Agar's work is informed by a hermeneutic and phenomenological tradition, in which he questions the researcher's own taken-for-granted procedures.
Organizational Ethnography
DOWNLOAD
Author : Sierk Ybema
language : en
Publisher: SAGE
Release Date : 2009-08-20
Organizational Ethnography written by Sierk Ybema and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-20 with Social Science categories.
Just as newspapers do not, typically, engage with the ordinary experiences of people′s daily lives, so organizational studies has also tended largely to ignore the humdrum, everyday experiences of people working in organizations. However, ethnographic approaches provide in-depth and up-close understandings of how the ′everyday-ness′ of work is organized and how, in turn, work itself organizes people and the societies they inhabit. Organizational Ethnography brings contributions from leading scholars in organizational studies that serve to unpack an ethnographic perspective on organizations and organizational research. The authors explore the particular problems faced by organizational ethnographers, including: - questions of gaining access to research sites within organizations; - the many styles of writing organizational ethnography; - the role of friendship relations in the field; - problems of distance and closeness; - the doing of at-home ethnography; - ethical issues; - standards for evaluating ethnographic work. This book is a vital resource for organizational scholars and students doing or writing ethnography in the fields of business and management, public administration, education, health care, social work, or any related field in which organizations play a role.
Key Concepts In Ethnography
DOWNLOAD
Author : Karen O'Reilly
language : en
Publisher: SAGE
Release Date : 2009
Key Concepts In Ethnography written by Karen O'Reilly and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Social Science categories.
At last, an accessible, authoritative, no-nonsense guide to the key concepts in one of the most widely used methodologies in social science: Ethnography. This is not quite an encyclopedia but far more than a dictionary. This outstanding teaching and research resource is comprehensive yet brief. It is small and neat, easy to hold and flick through, and it is exactly what students and researchers have been waiting for.