Ethnography in Marketing and Consumer Research

by Alladi Venkatesh, Samantha Cross, David Crockett, et al.

Book Overview

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,...

• Format: Paperback
• Language: English
• ISBN: 1680832344
• ISBN13: 9781680832341
• Release Date: January 2017
• Publisher: Now Publishers
• Length: 110 Pages
• Weight: 0.36 lbs.
• Dimensions: 0.2" x 6.1" x 9.2"