Ethnography for marketers : a guide to consumer immersion

Gespeichert in:

Autor*in:	Mariampolski, Hy [verfasserIn]

Format:	Buch
Sprache:	Englisch

Erschienen:	Thousand Oaks, Calif: SAGE Publications ; 2006

Schlagwörter:	Ethnomethodologie / Verbraucherverhalten
Schlagwörter:	Marketing research Consumer behavior Consumers' preferences Business anthropology

Systematik:	LB 32000 LB 36000 QW 300

Anmerkung:	Includes bibliographical references (p. 235-238) and index
Umfang:	252 S.

Links:	Inhaltsverzeichnis Table of contents Publisher description Contributor biographical information
ISBN:	0-7619-6946-2 0-7619-6947-0 978-0-7619-6947-1

Katalog-ID:	1623222079

Internformat


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Indexfelder

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matchkey_str	book:9780761969464:2006----
oclc_num	611878317
hierarchy_sort_str	2006
callnumber-subject-code	HF
publishDate	2006
allfields	0761969462 0-7619-6946-2 0761969470 pbk. 0-7619-6947-0 9780761969471 : pbk. 978-0-7619-6947-1 2005003610 Identnummer (DE-627)1623222079 (DE-576)312566468 (DE-599)BSZ312566468 (OCoLC)611878317 (OCoLC)611878317 DE-627 ger DE-627 rakwb eng XD-US HF5415.2 658.8/34 658.834 LB 32000 BVB rvk (DE-625)rvk/90537: LB 36000 BVB rvk (DE-625)rvk/90544:772 QW 300 BVB rvk (DE-625)rvk/142175: Mariampolski, Hy verfasserin aut Ethnography for marketers a guide to consumer immersion Hy Mariampolski Thousand Oaks, Calif SAGE Publications 2006 252 S. Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier Includes bibliographical references (p. 235-238) and index Archivierung prüfen 20200919 DE-640 1 pdager Archivierung prüfen 20240324 DE-4165 1 pdager Marketing research Consumer behavior Consumers' preferences Business anthropology s (DE-588)4130874-8 (DE-627)105699217 (DE-576)209622709 Ethnomethodologie gnd s (DE-588)4062644-1 (DE-627)104400676 (DE-576)209145323 Verbraucherverhalten gnd (DE-627) http://www.gbv.de/dms/hbz/toc/ht014476285.pdf V:DE-605 pdf/application 2008-11-15 Verlag Inhaltsverzeichnis Inhaltsverzeichnis http://www.loc.gov/catdir/toc/ecip057/2005003610.html Verlag Table of contents http://www.loc.gov/catdir/enhancements/fy0658/2005003610-d.html Verlag Publisher description http://www.loc.gov/catdir/enhancements/fy0734/2005003610-b.html Verlag Contributor biographical information (DE-627)479442789 GBV_ILN_21 ISIL_DE-46 SYSFLAG_1 GBV_KXP GBV_ILN_110 ISIL_DE-Luen4 GBV_ILN_370 ISIL_DE-1373 GBV_ILN_2063 ISIL_DE-951 mdedup LB 32000 Allgemeines, Zusammenfassendes Sozial- und Kulturanthropologie. Empirische Kulturwissenschaft Methoden und Techniken Allgemeines, Zusammenfassendes (DE-627)1271480786 (DE-625)rvk/90537: (DE-576)201480786 LB 36000 Darstellung ohne geografischen Bezug Sozial- und Kulturanthropologie. Empirische Kulturwissenschaft Ethnologie in der Praxis Angewandte Ethnologie Darstellung ohne geografischen Bezug (DE-627)1328813738 (DE-625)rvk/90544:772 (DE-576)258813733 QW 300 Verbrauchsforschung und Verbraucherverhalten Wirtschaftswissenschaften Hauswirtschaft und privater Verbrauch Verbrauchsforschung und Verbraucherverhalten (DE-627)127074237X (DE-625)rvk/142175: (DE-576)20074237X BO 045F 658.8/34 045F 658.834 21 01 0046 806420847 00 E02 a bwl 402.2/595 u --%%-- zza 12-03-07 110 01 3110 744270928 00 CAM 15-39014 u --%%-- kz 08-12-05 370 01 4370 1328046354 00 EG LB 32000 005 u --%%-- z 04-10-12 2063 01 DE-951 3249777072 00 --%%-- wirt 5.82 2009 2417 --%%-- --%%-- l01 02-11-09 21 00 DE-46 30 bwl 402.2 21 00 DE-46 31 bwl 402.6 21 00 DE-46 32 vwl 106 21 00 DE-46 99 40 110 00 DE-Luen4 00 BWL 590 2063 01 DE-951 00 (DE-627)1298281520 wirt 5.82 [Marktforschung. Verbraucherverhalten] 110 01 3110 961$00560251 370 01 4370 HC027359 21 01 0046 xc 8595 110 01 3110 3179/05 370 01 4370 2012-2879 370 01 4370 2012.11.27
spelling	0761969462 0-7619-6946-2 0761969470 pbk. 0-7619-6947-0 9780761969471 : pbk. 978-0-7619-6947-1 2005003610 Identnummer (DE-627)1623222079 (DE-576)312566468 (DE-599)BSZ312566468 (OCoLC)611878317 (OCoLC)611878317 DE-627 ger DE-627 rakwb eng XD-US HF5415.2 658.8/34 658.834 LB 32000 BVB rvk (DE-625)rvk/90537: LB 36000 BVB rvk (DE-625)rvk/90544:772 QW 300 BVB rvk (DE-625)rvk/142175: Mariampolski, Hy verfasserin aut Ethnography for marketers a guide to consumer immersion Hy Mariampolski Thousand Oaks, Calif SAGE Publications 2006 252 S. Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier Includes bibliographical references (p. 235-238) and index Archivierung prüfen 20200919 DE-640 1 pdager Archivierung prüfen 20240324 DE-4165 1 pdager Marketing research Consumer behavior Consumers' preferences Business anthropology s (DE-588)4130874-8 (DE-627)105699217 (DE-576)209622709 Ethnomethodologie gnd s (DE-588)4062644-1 (DE-627)104400676 (DE-576)209145323 Verbraucherverhalten gnd (DE-627) http://www.gbv.de/dms/hbz/toc/ht014476285.pdf V:DE-605 pdf/application 2008-11-15 Verlag Inhaltsverzeichnis Inhaltsverzeichnis http://www.loc.gov/catdir/toc/ecip057/2005003610.html Verlag Table of contents http://www.loc.gov/catdir/enhancements/fy0658/2005003610-d.html Verlag Publisher description http://www.loc.gov/catdir/enhancements/fy0734/2005003610-b.html Verlag Contributor biographical information (DE-627)479442789 GBV_ILN_21 ISIL_DE-46 SYSFLAG_1 GBV_KXP GBV_ILN_110 ISIL_DE-Luen4 GBV_ILN_370 ISIL_DE-1373 GBV_ILN_2063 ISIL_DE-951 mdedup LB 32000 Allgemeines, Zusammenfassendes Sozial- und Kulturanthropologie. Empirische Kulturwissenschaft Methoden und Techniken Allgemeines, Zusammenfassendes (DE-627)1271480786 (DE-625)rvk/90537: (DE-576)201480786 LB 36000 Darstellung ohne geografischen Bezug Sozial- und Kulturanthropologie. Empirische Kulturwissenschaft Ethnologie in der Praxis Angewandte Ethnologie Darstellung ohne geografischen Bezug (DE-627)1328813738 (DE-625)rvk/90544:772 (DE-576)258813733 QW 300 Verbrauchsforschung und Verbraucherverhalten Wirtschaftswissenschaften Hauswirtschaft und privater Verbrauch Verbrauchsforschung und Verbraucherverhalten (DE-627)127074237X (DE-625)rvk/142175: (DE-576)20074237X BO 045F 658.8/34 045F 658.834 21 01 0046 806420847 00 E02 a bwl 402.2/595 u --%%-- zza 12-03-07 110 01 3110 744270928 00 CAM 15-39014 u --%%-- kz 08-12-05 370 01 4370 1328046354 00 EG LB 32000 005 u --%%-- z 04-10-12 2063 01 DE-951 3249777072 00 --%%-- wirt 5.82 2009 2417 --%%-- --%%-- l01 02-11-09 21 00 DE-46 30 bwl 402.2 21 00 DE-46 31 bwl 402.6 21 00 DE-46 32 vwl 106 21 00 DE-46 99 40 110 00 DE-Luen4 00 BWL 590 2063 01 DE-951 00 (DE-627)1298281520 wirt 5.82 [Marktforschung. Verbraucherverhalten] 110 01 3110 961$00560251 370 01 4370 HC027359 21 01 0046 xc 8595 110 01 3110 3179/05 370 01 4370 2012-2879 370 01 4370 2012.11.27
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fulltext	ocr-text: Contents Introduction ix Acknowledgments x PART I. BACKGROUND … Introducing Ethnography to Marketers … Origins … Contemporary Definition … Ethnography as Qualitative Research … Comparisons and Benefits … The Intellectual Heritage … Marketing Discourse and the Social Sciences … The Evolution of Qualitative Research … The Power of Ethnography … The Cultural Perspective … Language: The Foundation of Meaning … Looking and the Limitations of Asking … The Importance of Context … Applications of the New Marketing Ethnography … New Product Discovery … Commercial and Corporate Culture … Ethnic and Regional Subcultures … Retail Navigation … Guerrilla Ethnography … Contextual Technology: Usability and User Interface Design … Synthesis: Culture and Context in the Mind of the Consumer … PART II. PROJECT MANAGEMENT … Varieties of Ethnographies … Delimited/Task-Driven Studies in Private Settings … Open-Ended/Existential Studies in Private Settings … Delimited/Task-Driven Studies in Public Settings … Open-Ended/Existential Studies in Public Settings … In Praise of Multiple Methodology … Project Overview … Is Ethnography Appropriate? … Academic Versus Marketing Ethnographies … Implementation Overview … Project Timing … Project Design Issues … Project Design Goals … Internal Versus External Execution … Optimizing the Design … Staffing and Other Personnel Needs … Equipment: The Ethnography Kit … Respondent Recruitment … Recruitment in Public Settings … Formal Recruitment Approaches … Recruitment Guidelines … Creating an Effective Screener … Respondent Orientation … Who Is Conducting the Study? … Questions About the Study … Questions About the Site Visit … Questions About Privacy … Questions About Recruitment … Logistics in the Field … Teaming With Clients … Logistics Management … Cautions and Contingencies … PART III. CONDUCTING SITE VISITS … Site Visit Overview … Challenges of Ethnography … Goals and Ideals of Ethnographic Observation … Ethnographic Foundations … Interaction With Respondents … Guidelines for Interacting With Respondents … Ethical Responsibilities … The Qualitative Researcher's Frame of Mind … Ways of Looking … Looking and the Phenomenology of Perception … Ethnography and Gender … Race, Status, and Class … Visual Data … Observation and Measurement … What Ethnography Seeks … Understanding Culture … Cultural Behaviors … Cultural Meanings … Cultural Tools … Conclusion: Behavior and Culture … Approaching the Site Visit … Creative Thinking in Ethnographic Practice … The Stages of a Site Visit … Creating and Using Observation Guides … Collecting Data … Qualitative Data … Mapping … Product Inventory … Diaries … Note Taking … Audio and Video Recordings … Structured Activities … Special Issues in Usability Research … Developing Rapport With Respondents … The Introductory Stage … The Role-Taking and Rapport-Building Stage … Motivating Respondent Cooperation … Inhibitors: Turn-Offs … Motivating Respondents … Asking Questions … Naive Outsider Role … Natural Language … Composing a Question … Types of Questions … Expanding Your Understanding of Respondents … Probing … Interpreting Body Language … Managing and Closing the Visit … Time Pressures and Contingencies … Closing the Visit … PART IV. ANALYSIS AND PRESENTATION … Introduction to Analysis and Presentation … Reporting … Developing Deliverables … Types of Reports … Compiling, Organizing, and Analyzing Ethnographic Data … Debriefing Meetings … Building the Report … Validity and Reliability … Interpreting and Drawing Conclusions … Interpreting Ethnographic Data … Making Generalizations … Creating Imaginative Interpretations … From Ethnographic Data to Marketing Intelligence … Quality Review … Record Keeping and Document Storage … For the Love of Ethnography … Appendix … Ten Commandments for Great Ethnography … Project Management Diagram … Sample Project Documents … Screener … Observation Guide … Respondent Information Sheet … Site Report Template … Observation/Debriefing Notes … References … Index … . … TCI Publisher description for Library of Congress control number 2005003610 Publisher description for Ethnography for marketers : a guide to consumer immersion / Hy Mariampolski. Bibliographic record and links to related information available from the Library of Congress catalog Information from electronic data provided by the publisher. May be incomplete or contain other coding. " Ethnography for Marketers does an excellent job of capturing the academic aspects of ethnography but does so from a practical, useful point of view. Author Hy Mariampolski's expertise in the field is clearly communicated through the vast, in-depth coverage of the various aspects of ethnography for purposes of marketing research." … Cara Lee Okleshen, Peters Winthrop University I ve been waiting for this book a practical, how-to guide to conducting ethnographic studies for practitioners and clients, studies that will yield useful consumer insights that can impact marketing practice. … Ellen Day, The University of Georgia 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. Key Features Offers a step-by-step guide to help students and practitioners plan and execute ethnographic marketing research studies of their own Sets standards emphasizing best practices in ethnographic market research Provides real-world examples and experienced-based advice for novices and experienced market researchers Introduces powerful methods for new product/service innovations Approaches the topic cross-culturally and internationally demonstrating effective techniques for creating innovations around the world Ethnography for Marketers is designed as a standard training and reference resource to help corporate managers and marketers design and implement ethnographic studies. It is an excellent textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology and education. "Mariampolski, a sociologist by training, is not your traditional market researcher." … THE WASHINGTON POST Talk to the author! www.qualidataresearch.com Library of Congress subject headings for this publication: Marketing research. Consumer behavior. Consumers' preferences. Business anthropology. Table of contents for Ethnography for marketers Table of contents for Ethnography for marketers : a guide to consumer immersion / Hy Mariampolski. Bibliographic record and links to related information available from the Library of Congress catalog. Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding. [P. V: CONTENTS] CONTENTS Introduction Acknowledgements Part I Background … Introducing Ethnography to Marketers Origins Contemporary Definition Ethnography as Qualitative Research Comparisons and Benefits … The Intellectual Heritage Marketing Discourse and the Social Sciences The Evolution of Qualitative Research … The Power of Ethnography The Cultural Perspective Language ? The Foundation of Meaning Looking and the Limitations of Asking The Importance of Context … Applications of the New Marketing Ethnography New Product Discovery Commercial and Corporate Culture Ethnic and Regional Subcultures Retail Navigation Guerrilla Ethnography Contextual Technology?Usability and User Interface Design Synthesis: Culture and Context in the Mind of the Consumer Part II Project Management … Varieties of Ethnographies Delimited/Task Driven Studies in Private Settings Observed Product Usage Contextual Usability Openended/Existential Studies in Private Settings Cultural Studies Day-in-the-Life Delinited/Task-Driven Studies in Public Settings Accompanied Purchase Structured Product Usage ?Guerilla? Ethnography Open-Ended/Existential Studies in Public Settings Observed Purchase and Mystery Shopping In Praise of Multiple Methodology … Project Overview Is Ethnography Appropriate Academic vs. Marketing Ethnographies Implementation Overview Project Timing … Project Design Issues Project Design Goals Internal vs. External Execution Optimizing the Design Staffing and Personnel Needs Training and Preparation Equipment and Resources Needs Video Arrangements Alternative Video Recording … Respondent Recruitment Recruitment in Public Settings Formal Recruitment Approaches Recruitment Guidelines Creating an Effective Screener … Respondent Orientation … Logistics in the Field Teaming With Clients Logistics Management Part … Conducting Site Visits … Introduction Challenges of Ethnography Goals and Ideals of Ethnographic Observation … Ethnographic Foundations Interaction With Respondents Guidelines for Interacting With Respondents Ethical Responsibilities The Qualitative Researcher's Frame of Mind … Ways of Looking Looking and the Phenomenology of Perception Ethnography and Gender Race, Status and Class Visual Data Observation and Measurement … What Ethnography Seeks Understanding Culture Behaviors Meanings Tools Conclusion ? Behavior and Culture … Creative Thinking in Ethnographic Practice … The Stages of a Site Visit … Creating and Using Observation Guides … Collecting Data Qualitative Data Mapping Product Inventory Diaries Note Taking Audio and Video Tapes Structured Activities … Special Issues in Usability Research … Developing Rapport With Respondents The Introductory Stage The Role Taking and Rapport Building Stage … Motivating Respondent Cooperation Inhibitors - Turn-Offs Motivating Respondents … Asking Questions Naive Outsider Role Natural Language Composing a Question Types of Questions Avoid Educating or Informing Respondents Avoid Leading Questions Sequence of Questions Reactions, Acknowledgments and Reinforcements Active Listening The Specific Questions and Activities Stage … Probing … Interpreting Body Language … Managing Time Pressures and Contingencies … Closing the Visit Part IV - Analysis and Presentation … Introduction … Reporting Developing Deliverables Types of Reports … Compiling, Organizing and Analyzing Ethnographic Data Debrief Meetings Creating Case Files Creating Case Analyses and Site Reports Qualitative Data Analysis Software Working With QDA Software Validity and Reliability … Interpreting and Drawing Conclusions Interpreting Ethnographic Data Making Generalizations Creating Imaginative Interpretations From Ethnographic Data to Marketing Intelligence … Quality Review Record Keeping and Document Storage … For the Love of Ethnography Appendix Respondent Release Screener Observation Guide Respondent Information Sheet Site Report Template Observation/Debrief Notes References Index About the Author Library of Congress Subject Headings for this publication: Marketing research. Consumer behavior. Consumers' preferences. Business anthropology.
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