Foundations and Trends® in Marketing > Vol 10 > Issue 2

Ethnography for Marketing and Consumer Research

Alladi Venkatesh, University of California, Irvine, USA, avenkate@uci.edu David Crockett, University of South Carolina, USA, Samantha Cross, Iowa State University, USA, Steven Chen, California State University, USA,
 
Suggested Citation
Alladi Venkatesh, David Crockett, Samantha Cross and Steven Chen (2017), "Ethnography for Marketing and Consumer Research", Foundations and Trends® in Marketing: Vol. 10: No. 2, pp 61-151. http://dx.doi.org/10.1561/1700000043

Published: 10 Jan 2017
© 2017 A. Venkatesh, D. Crockett, S. Cross, and S. Chen
 
Subjects
 
Keywords
D12 Consumer EconomicsM31 MarketingZ13 Economic Sociology
Ethnographic methodsQualitative researchInterpretive research
 

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In this article:
1. Ethnography – An Introduction
2. Qualitative Research
3. Ethnography: A Research Method
4. A Grounded Theory Approach to the Analysis of Ethnographic Data
5. Visual Ethnography
Appendices
References

Abstract

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.

DOI:10.1561/1700000043
ISBN: 978-1-68083-234-1
110 pp. $80.00
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ISBN: 978-1-68083-235-8
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Table of contents:
1. Ethnography – An Introduction
2. Qualitative Research
3. Ethnography: A Research Method
4. A Grounded Theory Approach to the Analysis of Ethnographic Data
5. Visual Ethnography
Appendices
References

Ethnography for Marketing and Consumer Research

Ethnography in Marketing and Consumer Research is intended to assist researchers in employing ethnographic methods in marketing and consumer research. This is in 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 concrete evidence of what is conventionally referred to as qualitative (or sometimes, interpretive) research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people's daily lives. The authors offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. This monograph also provides a framework and some general principles.

 
MKT-043