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Doing Anthropology In Consumer Research
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Book Synopsis Doing Anthropology in Consumer Research by : Patricia L Sunderland
Download or read book Doing Anthropology in Consumer Research written by Patricia L Sunderland and published by Routledge. This book was released on 2016-06-16 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Doing Anthropology in Consumer Research by : Patricia L Sunderland
Download or read book Doing Anthropology in Consumer Research written by Patricia L Sunderland and published by Routledge. This book was released on 2016-06-16 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential new guide to the theory and practice of conducting ethnographic research in consumer environments, drawing on decades of the authors’ own 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.
Book Synopsis Handbook of Anthropology in Business by : Rita M Denny
Download or read book Handbook of Anthropology in Business written by Rita M Denny and published by Routledge. This book was released on 2016-06-16 with total page 838 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first comprehensive work on the burgeoning field of business anthropology, this innovative reference book, including more than 60 international scholar-practitioners, provides a foundation for the field for years to come.
Book Synopsis Contemporary Marketing and Consumer Behavior by : John F. Sherry
Download or read book Contemporary Marketing and Consumer Behavior written by John F. Sherry and published by SAGE Publications. This book was released on 1995-05-02 with total page 501 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholarly and extensively footnoted, the book is meant to be used as a sourcebook for anthropological research. . . . The book′s primary audience should be marketing and anthropology researchers, and graduate students, faculty, and researchers. --P. G. Kishel in Choice "As a business person responsible for the development of advertising strategies and advertising campaigns, I was impressed with the contributors′ willingness and desire to apply anthropological principles to real world problems. John Sherry Jr.′s comment sums it up nicely, ′Anthropology is a practical discipline, anchoring the blue sky thinking it encourages firmly to the local ground it inhabits.′ We need to encourage blue sky thinking so we don′t repeatedly get the same answers to our inquiries. Anthropologists can help us with these issues. . . "This book gives me enormous hope that applied anthropology will help restore the tremendous value that can be gained through qualitative research techniques. Today in marketing and advertising, focus groups are grossly overused, misused, and underanalyzed. I was encouraged and excited about the authors′ discussions of good ethnographies and focus groups that, for example, instead of simply asking respondents whether or not EMF causes cancer, a far more creative and insightful exercise was performed with consumers, and then was intensely analyzed by anthropologists. All too often today, qualitative research is carelessly and quickly administered and the analysis consists of a 30-minute debriefing at the end of the last focus group. . . "In the last few years, the need for cross-cultural consumer understanding has grown rapidly. This phenomenon makes it imperative that not only must we fully understand the meanings of brands and products to our domestic consumers, but we must know which meanings are ′transportable′ to consumers in other cultures. John Sherry Jr.′s book suggests that anthropologists could and should have a major role in cross-cultural consumer understanding." --Patricia A. Cafferata, President and Chief Executive Officer, Young & Rubicam Chicago "John Sherry Jr. and his contributors bring ′marketplace anthropology′ out of the shadows and into the dazzling piazza of contemporary social thought. Wide-ranging, lively, and often witty, the sourcebook raises many intriguing questions about the trajectory of anthropology and social science in general for the 21st century. Though readers might not always agree with the approaches used, these chapters are pointed reminders of vast fields of anthropological neglect on subjects of huge importance for today′s world, yet inspirations for the work reach back to the foundations of modern anthropology, from Malinowski to W. Lloyd Warner. . . "This book makes a convincing case for the role of marketplace anthropology in basic research on humankind. While many anthropologists might approach this collection with some apprehensiveness, the editor does not shrink from the ethical issues of business anthropology. Applied anthropologists in many fields can benefit from the insights and ideas presented here. This book goes a long way toward replacing the pop-anthropology so rampant in corporate circles these days with substantive anthropological materials and sets of ideas on advertising, organizational behavior, buying and selling, profit-making, consumer relations, and much more." --J. Anthony Paredes, Florida State University "Anyone concerned with understanding the consumer will find John F. Sherry Jr.′s new book invaluable. In the past decade, the most important contributions to the meaning of products, brands, and advertising in consumers′ lives have come from anthropology. Sherry and the contributors to this volume have been in the forefront of that movement. The chapters in this volume, whether on shampoo, electric utilities, or life histories of brand behavior, capture the excitement and illumination of looking at marketing and advertising through the lens of anthropology." --Myra Stark, Saatchi & Saatchi Advertising "This book is long overdue; anthropologists as consumer researchers have been a powerful underground force for the past 15 years of innovative marketing. Major companies, as well as government and private institutions, have looked to anthropologists to help when other research has failed. John Sherry Jr. has collected outstanding anthropological practitioners in this volume, and they have written cutting-edge chapters on product symbolism, consumer culture, advertising efficacy, and international marketing. The power of this collection lies in the fresh insights to each of these themes and the ability to reframe old problems to reperceive what it means to live the life of a consumer as we approach the next century." --Steve Barnett, Managing Director, Global Business Network Containing original articles and empirical substance, Contemporary Marketing and Consumer Behavior responds to a growing demand for scholarship more tuned to the empirical and practical realities of consumer culture. Written by leading anthropologists who specialize in marketing and consumer research, it is intended as a sourcebook for readers interested in consumption and its managerial consequences. The topics and their treatments run a gamut of concerns including elements of the marketing mix (such as goods and services), advertising and promotion, relationship management, managerial intervention and development, class-and-gender-linked consumer behaviors, and the production of consumption. Anthropological perspectives and methods employed by the authors range from materialistic to semiotic and both qualitative and quantitative methods are employed. Contributors range across time, space, and topics in pursuit of understanding. The result is a multifaceted perspective of marketing and consumer behavior. Also, the remarks of eminent senior Fellows of the Association for Consumer Research, who have drawn upon anthropology to make their own seminal contributions to a number of disciplines, punctuate this exceptional volume. A remarkable and extraordinary text, Contemporary Marketing and Consumer Behavior is ideal for scholars, students and professionals in marketing, cultural studies, gender studies, psychology, sociology, anthropology, and communication.
Book Synopsis Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior by : Chkoniya, Valentina
Download or read book Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior written by Chkoniya, Valentina and published by IGI Global. This book was released on 2020-04-03 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: Anthropology is a science specialized in the study of the past and present of societies, especially the study of humans and human behavior. The disciplines of anthropology and consumer research have long been separated; however, it is now believed that joining them will lead to a more profound knowledge and understanding of consumer behaviors and will lead to further understanding and predictions for the future. Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior is a cutting-edge research publication that examines an anthropological approach to the study of the consumer and as a key role to the development of societies. The book also provides a range of marketing possibilities that can be developed from this approach such as understanding the evolution of consumer behavior, delivering truly personalized customer experiences, and potentially creating new products, brands, and services. Featuring a wide range of topics such as artificial intelligence, food consumption, and neuromarketing, this book is ideal for marketers, advertisers, brand managers, consumer behavior analysts, managing directors, consumer psychologists, academicians, social anthropologists, entrepreneurs, researchers, and students.
Book Synopsis Doing Anthropological Research by : Natalie Konopinski
Download or read book Doing Anthropological Research written by Natalie Konopinski and published by Routledge. This book was released on 2013-08-15 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doing Anthropological Research provides a practical toolkit for carrying out research. It works through the process chapter by chapter, from the planning and proposal stage to methodologies, secondary research, ethnographic fieldwork, ethical concerns, and writing strategies. Case study examples are provided throughout to illustrate the particular issues and dilemmas that may be encountered. This handy guide will be invaluable to upper-level undergraduate and postgraduate students who are studying or intending to use anthropological methods in their research.
Book Synopsis Doing Cultural Anthropology by : Michael V. Angrosino
Download or read book Doing Cultural Anthropology written by Michael V. Angrosino and published by Waveland Press. This book was released on 2006-08-10 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: As a practical bridge between the classroom and the field, this down-to-earth, hands-on collection offers an impressive range of insightful, focused vignettes about cultural research that will jumpstart students thinking about the practice of anthropology. Reflecting the contributions of nearly two dozen practicing social scientists, each clearly written chapter of Doing Cultural Anthropology covers the fundamentals of a different data-collection technique. Following an overview of a particular ethnographic method, each author describes his or her own research project and shows how that technique is utilized. Learning-by-doing remains the thrust of the latest edition, which includes two new chapters plus significant revisions to five of the original contributions. Each chapter ends with suggestions for student projects that promote hands-on exposure to what ethnographers actually do. Readers are given just enough information to appreciate the technique and to practice it for themselves.
Book Synopsis Advertising and Anthropology by : Timothy de Waal Malefyt
Download or read book Advertising and Anthropology written by Timothy de Waal Malefyt and published by Routledge. This book was released on 2020-05-14 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settings. The chapters reflect the authors' extensive lived experienced as professionals in the advertising business and marketing research industry. Essays analyze internal agency and client meetings, competitive pressures and professional relationships and include multiple case studies. The authors describe the structure, function and process of advertising agency work, the mediation and formation of creativity, the centrality of human interactions in agency work, the production of consumer insights and industry ethics. Throughout the book, the authors offer concrete advice for practitioners.Advertising and Anthropology is written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design.
Book Synopsis Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior by : Chkoniya, Valentina
Download or read book Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior written by Chkoniya, Valentina and published by IGI Global. This book was released on 2020-04-03 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: Anthropology is a science specialized in the study of the past and present of societies, especially the study of humans and human behavior. The disciplines of anthropology and consumer research have long been separated; however, it is now believed that joining them will lead to a more profound knowledge and understanding of consumer behaviors and will lead to further understanding and predictions for the future. Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior is a cutting-edge research publication that examines an anthropological approach to the study of the consumer and as a key role to the development of societies. The book also provides a range of marketing possibilities that can be developed from this approach such as understanding the evolution of consumer behavior, delivering truly personalized customer experiences, and potentially creating new products, brands, and services. Featuring a wide range of topics such as artificial intelligence, food consumption, and neuromarketing, this book is ideal for marketers, advertisers, brand managers, consumer behavior analysts, managing directors, consumer psychologists, academicians, social anthropologists, entrepreneurs, researchers, and students.
Book Synopsis Constructing Consumer Knowledge in Market Research by : Johan Nilsson
Download or read book Constructing Consumer Knowledge in Market Research written by Johan Nilsson and published by Linköping University Electronic Press. This book was released on 2018-02-01 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: Market research pervades society. It is an endeavour that connects marketing practice with methods similar to social science. Further, market research results appear as knowledge produced to inform recipients towards making productive business decisions and as a commodity sold to commissioning clients. I suggest that such commissioned knowledge production must be approached taking into account both the making and the marketing of such material. The position of market research between concerns to know through research and to market goods and services, including its own, has been approached differently in academic scholarship. Examples range from criticism against surveillance and manipulation, to calls to defining the benefits of market research techniques for organising markets and societies. Researchers have tried to explain this knowledge making for market research as a construction of objects of knowledge or as a performative phenomenon. This thesis takes an ethnographic and cultural approach to market research work and the researchers that undertake it. Based on fieldwork with Swedish firm Norna (pseudonym) and handbooks from industry organisation ESOMAR, the thesis inquires into the epistemic practices and epistemology of market research, how market researchers consider their work influenced by the relations that they maintain and how ideas and practices in market research inform understanding of commissioned knowledge production. The thesis consists of four articles dealing with the ideas, actors and processes that engage market researchers. The first article assesses market research industry handbooks and discusses the contribution of performativity approaches in light of this local epistemology. The second article studies how market researchers shape their respondents as part of producing consumer knowledge. The third article assesses how the work processes of market research knowledge production rely on the production and distribution of ignorance to successfully keep respondents and clients at the right certainty interval. The fourth article examines client relations and how market researchers produce materials to satisfy clients as well as shape clients’ preferences and understanding. The findings of the thesis point to how market research features its own local epistemics and reflexivity on the part of researchers, but also the tensions and ambiguities involved. Market researchers handle commercial pressures and epistemic quandaries in parallel and overlapping relational practice through the production and deployment of both knowledge and ignorance. Dealing with clients and respondents transcends the distinction between the commercial and the informative. The text informs a further understanding of market research, its techniques by means of engaging with how its researchers view this activity. Further it challenges the social study of knowledge production by showing how in this case it includes concerns that are not simplistically commercial or epistemic. Marknadsundersökningar är en verksamhet i gränslandet mellan marknadsföring och samhällsvetenskapliga forskningsmetoder. Det material som marknadsundersökare tar fram ska både informera kunder och säljas till dem. Denna uppdragsbaserade kunskapsproduktion måste förstås både som kunskaps- och marknadsföringspraktik. Det är en dubbelhet som har hanterats på skilda sätt i tidigare forskning. Kritiker har diskuterat marknadsundersökningar som del av en manipulativ marknadsföringsindustri medan försvarare snarare förordat förbättrande av kunskaper kring människors behov. Skapandet av kunskap i marknadsundersökningar har ömsom setts som en konstruktion och ömsom diskuterats som ett fenomen där beskrivningen formar det som beskrivs. Avhandlingen tar sig an marknadsundersökningar genom en etnografisk studie av marknadsundersökare och deras arbete. Med utgångspunkt i handböcker från branschorganisationen ESOMAR, samt deltagande observation på det svenska marknadsundersökningsföretaget Norna (pseudonym), diskuteras marknadsundersökningar utifrån en rad fokusområden: Utsagor om kunskap såväl som praktiker i kunskapsproduktion, hur marknadsundersökare ser sin verksamhet i relation till kunder och respondenter samt hur undersökningar görs säljbara och användbare för uppdragsgivare. Avhandlingen innehåller fyra delstudier som i form av artiklar studerar olika aspekter av marknadsundersökningsarbete. Den första artikeln studerar handböcker från ESOMAR och undersöker vilket bidrag som kan göras vid analys givet att undersökarna själva formulerar idéer om sin verksamhet. Den andra artikeln handlar om hur marknadsundersökare formar deltagare i undersökningar som del av sin produktion av kunskap om konsumenter. Den tredje artikeln går igenom Nornas arbetsprocess med fokus kring hur kunskapsproduktion också handlar om att generera okunskap för att respondenter och kunder ska kunna förstå och delta. Den fjärde artikeln avhandlar relationen till undersökningens beställare och hur marknadsundersökare formar sitt material för att tillfredsställa kunden, samtidigt som deras preferenser formas för att producera ett gott mottagande av undersökningsresultat. Avhandlingen visar hur marknadsundersökningar karaktäriseras av förutsättningar för kunskapsproduktion och hur marknadsundersökare själva är reflekterande kring sitt arbete. Den ambivalens och de spänningar som kännetecknar marknadsundersökningar som verksamhet diskuteras i termer av hur marknadsundersökare samtidigt hanterar kommersiella såväl som kunskapsteoretiska aspekter av arbetet. Genom att fokusera på hur marknadsundersökningar är en relationell verksamhet visas också hur marknadsundersökare hanterar spänningar mellan vikten av att göra undersökningar som hjälper kunden och att få kunder att köpa undersökningar. Genom att utgå från hur marknadsundersökare själva ser på dessa frågor ger studien en sammanvägd bild av hur uppdragsbaserad kunskapsproduktion handlar om såväl relationsarbete som att skapa kunskap som beskriver marknader och konsumenter.
Book Synopsis Culture and Consumption by : Grant David McCracken
Download or read book Culture and Consumption written by Grant David McCracken and published by Indiana University Press. This book was released on 1990-11-22 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book compiles and integrates highly innovative work aimed at bridging the fields of anthropology and consumer behavior." —Journal of Consumer Affairs " . . . fascinating . . . ambitious and interesting . . . " —Canadian Advertising Foundation Newsletter " . . . an anthropological dig into consumerism brimming with original thought . . . " —The Globe and Mail "Grant McCracken has written a provocative book that puts consumerism in its place in Western society—at the centre." —Report on Business Magazine " . . . a stimulating addition to knowledge and theory about the interrelationship of culture and consumption." —Choice "[McCracken's] synthesis of anthropological and consumer studies material will give historians new ideas and methods to integrate into their thinking." —Maryland Historian "The book offers a fresh and much needed cultural interpretation of consumption." —Journal of Consumer Policy "The volume will help balance the prevailing cognitive and social psychological cast of consumer research and should stimulate more comprehensive investigation into consumer behavior." —Journal of Marketing Research " . . . broad scope, enthusiasm and imagination . . . a significant contribution to the literature on consumption history, consumer behavior, and American material culture." —Winterhur Portfolio "For this is a superb book, a definitive exploration of its subject that makes use of the full range of available literature." —American Journal of Sociology "McCracken's book is a fine synthesis of a new current of thought that strives to create an interdisciplinary social science of consumption behaviors, a current to which folklorists have much to contribute." —Journal of American Folklore This provocative book takes a refreshing new view of the culture of consumption. McCracken examines the interplay of culture and consumer behavior from the anthropologist's point of view and provides new insights into the way we view ourselves and our society.
Book Synopsis Designs for an Anthropology of the Contemporary by : Paul Rabinow
Download or read book Designs for an Anthropology of the Contemporary written by Paul Rabinow and published by Duke University Press. This book was released on 2008-11-10 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this compact volume two of anthropology’s most influential theorists, Paul Rabinow and George E. Marcus, engage in a series of conversations about the past, present, and future of anthropological knowledge, pedagogy, and practice. James D. Faubion joins in several exchanges to facilitate and elaborate the dialogue, and Tobias Rees moderates the discussions and contributes an introduction and an afterword to the volume. Most of the conversations are focused on contemporary challenges to how anthropology understands its subject and how ethnographic research projects are designed and carried out. Rabinow and Marcus reflect on what remains distinctly anthropological about the study of contemporary events and processes, and they contemplate productive new directions for the field. The two converge in Marcus’s emphasis on the need to redesign pedagogical practices for training anthropological researchers and in Rabinow’s proposal of collaborative initiatives in which ethnographic research designs could be analyzed, experimented with, and transformed. Both Rabinow and Marcus participated in the milestone collection Writing Culture: The Poetics and Politics of Ethnography. Published in 1986, Writing Culture catalyzed a reassessment of how ethnographers encountered, studied, and wrote about their subjects. In the opening conversations of Designs for an Anthropology of the Contemporary, Rabinow and Marcus take stock of anthropology’s recent past by discussing the intellectual scene in which Writing Culture intervened, the book’s contributions, and its conceptual limitations. Considering how the field has developed since the publication of that volume, they address topics including ethnography’s self-reflexive turn, scholars’ increased focus on questions of identity, the Public Culture project, science and technology studies, and the changing interests and goals of students. Designs for an Anthropology of the Contemporary allows readers to eavesdrop on lively conversations between anthropologists who have helped to shape their field’s recent past and are deeply invested in its future.
Book Synopsis Ethnography for Marketers by : Hy Mariampolski
Download or read book Ethnography for Marketers written by Hy Mariampolski and published by SAGE. This book was released on 2006 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Ethnography for Market Research' provides a comprehensive step-by-step guide for planning and executing consumer studies that lead to innovations in products, services, and communications.
Book Synopsis Advertising and Consumption by : Everardo Rocha
Download or read book Advertising and Consumption written by Everardo Rocha and published by Routledge. This book was released on 2021-11-22 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book argues for the study of consumption and its relationship with media images, particularly advertising, from a cultural perspective. Focused on Brazil, it draws on decades of research by the author and engages with theory and concepts from a range of classic anthropological works. The chapters examine how advertising professionals view their craft, the resistance to capitalism amongst native Brazilians, images of women and their bodies in magazines, and the case of the first soccer player to become a national media celebrity. Rocha supports the study of consumption as a classification system that materializes culture and creates relations between people and goods. The book presents advertising as a mode of magical thinking that mediates the passage from the machine-driven sphere of production to the humanized sphere of consumption, converting meaningless impersonal things into goods that have name, origin, identity and purpose. It will be of interest to anthropologists, sociologists and others working on advertising, marketing, communications, and consumer research.
Download or read book Netnography written by Robert V Kozinets and published by SAGE Publications. This book was released on 2010 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: With as many as 1 billion people now using online communities such as newsgroups, blogs, forums, social networking sites, podcasting, videocasting, photosharing communities, and virtual worlds, the internet is now an important site for research. This exciting new text is the first to explore the discipline of 'Netnography' - the conduct of ethnography over the internet - a method specifically designed to study cultures and communities online. For the first time, full procedural guidelines for the accurate and ethical conduct of ethnographic research online are set out, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method to students and researchers. The author also surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on the new elements and contingencies of the blogosphere (blogging), microblogging, videocasting, podcasting, social networking sites, virtual worlds and more. This book will be essential reading for researchers and students in social sciences such as anthropology, sociology, marketing and consumer research, organization and management studies and cultural and media studies.
Book Synopsis Local Knowledge by : Clifford Geertz
Download or read book Local Knowledge written by Clifford Geertz and published by Basic Books. This book was released on 2008-08-04 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: In essays covering everything from art and common sense to charisma and constructions of the self, the eminent cultural anthropologist and author of The Interpretation of Cultures deepens our understanding of human societies through the intimacies of "local knowledge." A companion volume to The Interpretation of Cultures, this book continues Geertz’s exploration of the meaning of culture and the importance of shared cultural symbolism. With a new introduction by the author.
Book Synopsis Ethnography for Marketing and Consumer Research by : Alladi Venkatesh
Download or read book Ethnography for Marketing and Consumer Research written by Alladi Venkatesh and published by . This book was released on 2015 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt:
