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Ethnography for marketers : a guide to consumer immersion / Hy Mariampolski

データ種別 図書
出版者 Thousand Oaks, Calif. : SAGE Publications
出版年 c2006
本文言語 英語
大きさ xii, 252 p. ; 24 cm

所蔵情報を非表示

書庫5階 HF:5415.2:M3164:2006 : cloth 0761969462 004601496

書誌詳細を非表示

内容注記 Introducing ethnography to marketers
The intellectual heritage
The power of ethnography
Applications of the new marketing ethnography
Varieties of ethnographies
Project overview
Project design issues
Respondent recruitment
Respondent orientation
Logistics in the field
Site visit overview
Ethnographic foundations
Ways of looking
What ethnography seeks
Approaching the site visit
Collecting data
Developing rapport with respondents
Motivating respondent cooperation
Asking questions
Expanding your understanding of respondents
Managing and closing the visit
Introduction to analysis and presentation
Reporting
Compiling, organizing, and analyzing ethnographic data
Interpreting and drawing conclusions
Quality review
一般注記 Includes bibliographical references (p. 235-238) and index
著者標目 *Mariampolski, Hy
件　名 LCSH:Marketing research
LCSH:Consumer behavior
LCSH:Consumers' preferences
LCSH:Business anthropology
分　類 LCC:HF5415.2
DC22:658.8/34
巻冊次 : cloth ; ISBN:0761969462 REFWLINK
: pbk ; ISBN:0761969470 REFWLINK
ISBN 0761969462
目次／あらすじ

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