Name: Doing Anthropology in Consumer Research (en Inglés)
Price: 51.64 EUR
Availability: InStock
Author: Patricia L Sunderland; Rita M Denny
ISBN: 9781598740912

portada Doing Anthropology in Consumer Research (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Patricia L Sunderland; Rita M Denny

Categoría

Negocios e Inversiones

Año

2007

Idioma

Inglés

N° páginas

368

Encuadernación

Tapa Blanda

Peso

ISBN

1598740911

ISBN13

9781598740912

N° edición

Doing Anthropology in Consumer Research (en Inglés)

Patricia L Sunderland; Rita M Denny (Autor) · Routledge · Tapa Blanda

Libro Físico

51,64 €

57,38 €

Ahorras: 5,74 €

10% descuento

Envío normal

Origen: Reino Unido (Costos de importación incluídos en el precio)

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Reseña del libro "Doing Anthropology in Consumer Research (en Inglés)"

Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of “ethnography” in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors’ own eclectic research―from coffee in Bangkok and boredom in New Zealand to computing in the United States―using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.