Ethnography for Marketers

Hy Mariampolski - QualiData Research Inc., Brooklyn

Courses:
Consumer Behavior | Marketing Research

June 2005 | 264 pages | SAGE Publications, Inc

"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

"For any researcher wanting the definitive text on organising and conducting commercial ethnographic research, this is the book for you."

--QUALITATIVE MARKET RESEARCH

Talk to the author! www.qualidataresearch.com

Available Formats

ISBN: 9780761969464	Hardcover	Suggested Retail Price: $286.00	Bookstore Price: $228.80
ISBN: 9780761969471	Paperback	Suggested Retail Price: $199.00	Bookstore Price: $159.20

Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email sageheoa@sagepub.com. Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html.

We hope you'll consider this SAGE text. Email us at info@sagepub.com, or click here to find your SAGE rep.

SAGE
2455 Teller Road
Thousand Oaks, CA 91320
www.sagepub.com

Introduction

PART I. BACKGROUND

Introducing Ethnography to Marketers

The Intellectual Heritage

The Power of Ethnography

Applications of the New Marketing Ethnography

PART II. PROJECT MANAGEMENT

Varieties of Ethnographies

Project Overview

Project Design Issues

Respondent Recruitment

Respondent Orientation

Logistics in the Field

PART III. CONDUCTING SITE VISITS

Site Visit Overview

Ethnographic Foundations

Ways of Looking

What Ethnography Seeks

Approaching the Site Visit

Collecting Data

Creating and Using Observation Guides

Collecting Data

Developing Rapport With Respondents

Developing Rapport with Respondents

Motivating Respondent Cooperation

Asking Questions

Expanding Your Understanding of Respondents

Managing and Closing the Visit

Part IV. Analysis and Presentation

Introduction to Analysis and Presentation

Reporting

Compiling, Organizing, and Analyzing Ethnographic Data

Interpreting and Drawing Conclusions

Quality Review

Appendix

References

Index

About the Author

Nice overview of whole research process

Dr Amanda Moore

Anthropology , Chapman University System

November 6, 2015

Report this review

Key features

Feature #1:      Offers a step-by-step guide to planning and executing ethnographic marketing research studies Readers can use the author's guidance to carry out ethnographic market research on their own or use the text to teach students of marketing the steps involved in ethnographic work.

Feature #2:      Sets standards for best practices for the conduct of ethnographic research as applied to marketing applications. Marketers have a sound basis for evaluating research agencies' proposals for ethnographic studies and for setting standards for ethnographic work carried out inside their companies. Instructors can teach with an emphasis on best practices.

Feature #3:      Offers real-world examples and experience-based practical advice useful for novices as well as experienced market researchers. Ethnography for Marketers can supplement texts on marketing research methods as well as theoretically based ethnography texts and case studies.

Feature #4:      Introduces marketers, strategic planners and senior corporate managers as well as instructors to a powerful method for new product/service innovation.Enables marketers and students of marketing to be on the leading edge of creative and profitable innovations.

Feature #5:      Comprehensively covers every step for implementing ethnographic studies in marketing contexts from objectives setting to analysis including work products such as sample recruitment screeners, fieldwork scheduling memos and observation guides that have been used successfully in the author's marketing research practice.

Feature #6:      Takes a cross-cultural and international approach to conducting studies to support culturally relevant new product/service innovations. Demonstrates techniques and approaches with proven effectiveness in creating product innovation throughout the world.