Ethnography for Marketers

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

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Ethnography;Marketing