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Exploring the mundane and complex The use of ethnography for studying customer-oriented learning

机译：探索平凡而复杂的人种学研究面向客户的学习

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摘要

Purpose - The purpose of this paper is to outline the value of ethnography as a qualitative tool of inquiry when exploring mundane yet complex marketing phenomena such as customer-oriented learning. The paper illustrates the practical side of using ethnography and shows the kind of results an ethnographic study aimed at conceptual development might yield. Design/methodology/approach - The first ethnographic study was conducted among car salespersons and service advisors in a car retailing company. The second study was conducted among frontline contact persons in a procurement company. Findings - The paper shows that ethnography is a suitable and fruitful research approach for accessing and understanding the "mundane" and "complex". In particular, the paper emphasises the importance of: establishing trust and social bonds with informants; systematic, on-going analysis; being a complete outsider; and preparing for the aftermath of a study. With regard to customer-oriented learning, the study finds that it is a multidimensional phenomenon involving: direct and indirect learning; learning tools; learning context; and professional identity. Originality/value - In terms of methodology this paper contributes with a detailed, practical description of the different phases of an ethnographic study; from accessing the research setting to the data-analysis and the practical implications of the study, In terms of theory, the paper contributes by developing a holistic framework of customer-oriented learning.
机译：目的-本文的目的是概述人种学在探索平凡而又复杂的营销现象（如面向客户的学习）时作为质询工具的价值。本文说明了使用民族志的实践方面，并展示了针对概念发展的民族志研究可能产生的结果。设计/方法/方法-第一次民族志研究是在一家汽车零售公司的汽车销售人员和服务顾问中进行的。第二项研究是在一家采购公司的一线联系人中进行的。调查结果-该论文表明，人种学是访问和理解“平凡”和“复杂”的一种合适而富有成果的研究方法。本文特别强调了以下方面的重要性：与线人建立信任和社会纽带；系统的，持续的分析；成为一个完整的局外人；并为研究做好准备。关于面向客户的学习，该研究发现这是一个多维现象，涉及：直接和间接学习；学习工具;学习环境；和专业身份。原创性/价值-就方法论而言，本文为民族志研究的不同阶段做出了详细而实际的描述；从访问研究设置到数据分析和研究的实际意义，从理论上讲，本文通过建立面向客户的学习的整体框架做出了贡献。

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