Ethnography for Marketers: A Guide to Consumer Immersion Review

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Ethnography for Marketers: A Guide to Consumer Immersion ReviewEthnography is about "living with the tribe" and understanding holistically the significance of what they say and do. In recent years since the mid-1990s, this school has grown increasingly attractive for marketers and researchers simply because classic phone surveys and focus groups have not fully explained consumer behaviour. Researchers want, and need, to go deeper.
Here, Hy Mariampolski - who is globally acclaimed in research circles as a challenging, articulate champion of qualitative research - literally writes the book on the art and science of "immersion" amongst the consumer tribes we study.
Thoughtful, practical and above all inspiring - this will help researchers confidently go where too few of us have gone before: into the everyday lives of those once-distant (phone interviews?) respondents. I unreservedly recommend it. This volume has proved an excellent guide for two of my projects already.Ethnography for Marketers: A Guide to Consumer Immersion Overview

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