Ethnography for Marketing and Consumer Research

Alladi Venkatesh; David Crockett; Samantha Cross; Steven Chen

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Ethnography for Marketing and Consumer Research

机译：市场营销与消费者研究民族志

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This is intended to assist researchers in employing ethnographic methods in marketing and consumer research. It is our response to the demands of practitioners, students, and academics who want to know more about ethnographic research, but who may not have had a formal training or exposure. Ethnographic research is an instantiation of what is sometimes referred to as interpretive research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people's daily lives. We offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. We also provide a framework and some general principles.

机译：目的是协助研究人员在市场营销和消费者研究中采用人种学方法。这是我们对从业人员，学生和学者的要求做出的响应，他们希望了解有关人种学研究的更多信息，但可能没有经过正式的培训或了解。人种学研究是有时被称为解释性研究的实例。人种学越来越多地用于探索营销和消费者问题，设计可改善人们日常生活的产品，服务和系统。我们通过一些示例，提供了在企业和消费者环境中进行人种志研究的分步方法。我们还提供了一个框架和一些通用原则。

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来源
《Foundations and trends in marketing》 |2016年第2期|3-100|共98页
作者
Alladi Venkatesh; David Crockett; Samantha Cross; Steven Chen;
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作者单位

University of California;

University of South Carolina;

Iowa State University;

California State University;

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正文语种 eng
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Ethnography for Marketing and Consumer Research

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