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Results for: Advertising

Being Mexican and American: Negotiating Ethnicity in the Practice of Market Research

Human Organization 63(3), 2004

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Based on experience conducting research among Mexican Americans, we discuss the value and dynamics of collaboration among researchers and respondents across ethnicities and disciplines.

Tags: Advertising, Ethnicity, Marketing, Social Identity

Psychology vs. Anthropology: Where is Culture in Marketplace Ethnography?

In Advertising Cultures, T. Malefyt and B. Moeran, eds. London: Berg, 2003

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Buy the book on Amazon > Part of an edited collection, this chapter outlines the meaning and heuristic value of using a cultural rather than a psychological analysis in ethnographic consumer research.

Tags: Advertising, Consumer Research, Ethnography