Doing Anthropology in Consumer Research

Name: Doing Anthropology in Consumer Research
Brand: BERG JOURNALS.COM
SKU: 343073
Price: 20.56 EUR
Availability: InStock

PATRICIA L. SUNDERLAND

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20,56 €

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ISBN

9781598740912

Mladinska knjiga ID

343073

Leto izida

2008

Velikost (šxdxv)

150 × 200 × 10

Status dobavljivosti

Na zalogi pri dobavitelju

Jezik

ANG

Založnik

BERG JOURNALS.COM

Avtor

PATRICIA L. SUNDERLAND

Opis

Doing Anthropology in Consumer Research is an essential new 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.