Ethnography for marketers : a guide to consumer immersion

Introduction PART I. BACKGROUND Introducing Ethnography to Marketers The Intellectual Heritage The Power of Ethnography Applications of the New Marketing Ethnography PART II. PROJECT MANAGEMENT Varieties of Ethnographies Project Overview Project Design Issues Respondent Recruitment Respondent Orientation Logistics in the Field PART III. CONDUCTING SITE VISITS Site Visit Overview Ethnographic Foundations Ways of Looking What Ethnography Seeks Approaching the Site Visit Collecting Data Creating and Using Observation Guides Collecting Data Developing Rapport With Respondents Developing Rapport with Respondents Motivating Respondent Cooperation Asking Questions Expanding Your Understanding of Respondents Managing and Closing the Visit Part IV. Analysis and Presentation Introduction to Analysis and Presentation Reporting Compiling, Organizing, and Analyzing Ethnographic Data Interpreting and Drawing Conclusions Quality Review Appendix References Index About the Author