Ethnography for Marketers

Un libro in lingua di Mariampolski Hy edito da BERTRAMS PRINT ON DEMAND

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Ethnography, which focuses on observed everyday behavior, has now become a tool of marketing as well as academia. Mariampolski, who is billed as the world's leading corporate voyeur, describes ethnography in terms of its usefulness as a qualitative research method, its applications in marketing, such as new market discovery and gauging reactions from certain ethnic groups as well as in user interface design and context manipulation. He examines the mechanics of the ethnography project, including project design, respondent recruitment, and field logistics, and the intricacies of conducting site visits, closing with methods of analysis and presentation. Sample project documents and observation guides are included. Annotation ©2005 Book News, Inc., Portland, OR (booknews.com)

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