Ethnography for marketing and consumer research

著者

• Venkatesh, Alladi

書誌事項

Ethnography for marketing and consumer research

Alladi Venkatesh ... [et al.]

（Foundations and trends [R] in marketing, 10:2）

now Publishers, c2017

タイトル別名

Ethnography in marketing and consumer research

注記

Includes bibliographical references (p. 97-100)

内容説明・目次

内容説明

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.

目次

Ethnography - An Introduction Qualitative Research Ethnography: A Research Method A Grounded Theory Approach to the Analysis of Qualitative Data Visual Ethnography References

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB24469033
• ISBN:
  • 9781680832341
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Boston
• ページ数/冊数: x, 100 p.
• 大きさ: 24 cm
• 親書誌ID:
  • BA89398589