Description
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 a textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology, and education.
Read More
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.
Read Less