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Studying culture in consumer research - Patricia L. Sunderland

9781598740912
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Title
Studying culture in consumer research
Author
Patricia L. Sunderland
format
Paperback / softback
Publisher
Routledge
Language
English
UK Publication Date
20120315

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.

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Type
BOOK
Keyword Index
Business anthropology - Research.|Consumers - Research.
Country of Publication
California
Number of Pages
368

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