Doing Anthropology in Consumer Research

Nonfiction, Social & Cultural Studies, Social Science, Anthropology
Cover of the book Doing Anthropology in Consumer Research by Patricia L Sunderland, Rita M Denny, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Patricia L Sunderland, Rita M Denny ISBN: 9781315430157
Publisher: Taylor and Francis Publication: June 16, 2016
Imprint: Routledge Language: English
Author: Patricia L Sunderland, Rita M Denny
ISBN: 9781315430157
Publisher: Taylor and Francis
Publication: June 16, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Theorizing Social Memories by Patricia L Sunderland, Rita M Denny
Cover of the book Studio Shakespeare by Patricia L Sunderland, Rita M Denny
Cover of the book Concrete and Dust: Mapping the Sexual Terrains of Los Angeles by Patricia L Sunderland, Rita M Denny
Cover of the book Mapping Our Ancestors by Patricia L Sunderland, Rita M Denny
Cover of the book Army of Charles II by Patricia L Sunderland, Rita M Denny
Cover of the book Learning Liberation by Patricia L Sunderland, Rita M Denny
Cover of the book A Bridge Over Troubled Water by Patricia L Sunderland, Rita M Denny
Cover of the book Shakespeare's Dramatic Heritage by Patricia L Sunderland, Rita M Denny
Cover of the book Women Writers of the First World War: An Annotated Bibliography by Patricia L Sunderland, Rita M Denny
Cover of the book International Law by Patricia L Sunderland, Rita M Denny
Cover of the book Criminal Behavior Systems by Patricia L Sunderland, Rita M Denny
Cover of the book The Politics of Capitalist Transformation by Patricia L Sunderland, Rita M Denny
Cover of the book Psychology After Lacan by Patricia L Sunderland, Rita M Denny
Cover of the book The Routledge Handbook of the Cold War by Patricia L Sunderland, Rita M Denny
Cover of the book Chinese Business History: Interpretive Trends and Priorities for the Future by Patricia L Sunderland, Rita M Denny
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy