Sommaire : Introduction
PART I. Background

1.Introducing Ethnography to Marketers
2.The Intellectual Heritage
3.The Power of Ethnography
4.Applications of the New Marketing Ethnography

PART II. Project Management

5.Varieties of Ethnographies
6.Project Overview
7.Project Design Issues
8.Respondent Recruitment
9.Respondent Orientation
10.Logistics in the Field

PART III. Conducting site visits

11.Site Visit Overview
12.Ethnographic Foundations
13.Ways of Looking
14.What Ethnography Seeks
15.Approaching the Site Visit
16.Collecting Data
17.Developing Rapport With Respondents
18.Motivating Respondent Cooperation
19.Asking Questions
20.Expanding Your Understanding of Respondents
21.Managing and Closing the Visit

Part IV. Analysis and Presentation

22.Introduction to Analysis and Presentation
23.Reporting
24.Compiling, Organizing, and Analyzing Ethnographic Data
25.Interpreting and Drawing Conclusions
26.Quality Review

Appendix
References
Index
About the Author

Langue : Anglais

Lieu d'édition : LONDON

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque