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Ethnography for marketers: A guide to consumer immersion

Ethnography for marketers: A guide to consumer immersion Consumption Markets & Culture Vol. 14, No. 1, March 2011, 117–121 BOOK REVIEW Taylor and Francis GCMC_A_456694.sgm 10.1080/10253860903562189 Consumption, Markets and Culture 1025-3866 (print)/1477-223X (online) Original Article 2010 Taylor & Francis 13 2 000000June 2010 AlexanderThompson Alex.Thompson@exeter.ac.uk Ethnography for marketers: A guide to consumer immersion by Hy Mariampolski, London, Sage, 2006, 252 pp., £32.29, ISBN 0-7619-6947-0 Doing anthropology in consumer research by Patricia Sunderland and Rita Denny, Walnut Creek, CA, Left Coast Press, 2007, 368 pp., £18.95, ISBN 978-1-59874-091-2 The application of ethnographic research methods within the practice of market research continues to emerge as a field, attracting a wide range of scholarship. We have seen a growing body of work in the form of academic and practitioner papers, popular press coverage, conference streams, and the development of a practitioner conference dedicated solely to its practice and formally embraced by the American Anthropological Association. Within the context of this journal, the coverage on this topic has ranged from how advertising agencies use applied ethnography in the production of consumer culture (Hackley 2002), to more technology-based surveil- lance systems monitoring respondents in their home using radio-frequency identifica- tion technologies (Fitchett and Lim 2008). While the application of ethnography within market http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Consumption Markets and Culture Taylor & Francis

Ethnography for marketers: A guide to consumer immersion

Thompson, Alexander
Consumption Markets and Culture , Volume 14 (1): 5 – Mar 1, 2011
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1477-223X
eISSN
1025-3866
DOI
10.1080/10253860903562189
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Abstract

Consumption Markets & Culture Vol. 14, No. 1, March 2011, 117–121 BOOK REVIEW Taylor and Francis GCMC_A_456694.sgm 10.1080/10253860903562189 Consumption, Markets and Culture 1025-3866 (print)/1477-223X (online) Original Article 2010 Taylor & Francis 13 2 000000June 2010 AlexanderThompson Alex.Thompson@exeter.ac.uk Ethnography for marketers: A guide to consumer immersion by Hy Mariampolski, London, Sage, 2006, 252 pp., £32.29, ISBN 0-7619-6947-0 Doing anthropology in consumer research by Patricia Sunderland and Rita Denny, Walnut Creek, CA, Left Coast Press, 2007, 368 pp., £18.95, ISBN 978-1-59874-091-2 The application of ethnographic research methods within the practice of market research continues to emerge as a field, attracting a wide range of scholarship. We have seen a growing body of work in the form of academic and practitioner papers, popular press coverage, conference streams, and the development of a practitioner conference dedicated solely to its practice and formally embraced by the American Anthropological Association. Within the context of this journal, the coverage on this topic has ranged from how advertising agencies use applied ethnography in the production of consumer culture (Hackley 2002), to more technology-based surveil- lance systems monitoring respondents in their home using radio-frequency identifica- tion technologies (Fitchett and Lim 2008). While the application of ethnography within market

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Consumption Markets and Culture – Taylor & Francis

Published: Mar 1, 2011

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