Doing Anthropology in Consumer Research is popular PDF and ePub book, written by Patricia L Sunderland in 2016-06-16, it is a fantastic choice for those who relish reading online the Social Science genre. Let's immerse ourselves in this engaging Social Science book by exploring the summary and details provided below. Remember, Doing Anthropology in Consumer Research can be Read Online from any device for your convenience.
Doing Anthropology in Consumer Research Book PDF Summary
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.
Detail Book of Doing Anthropology in Consumer Research PDF
- Author : Patricia L Sunderland
- Release : 16 June 2016
- Publisher : Routledge
- ISBN : 9781315430157
- Genre : Social Science
- Total Page : 383 pages
- Language : English
- PDF File Size : 21,9 Mb
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