Results for: Advertising
Being Mexican and American: Negotiating Ethnicity in the Practice of Market Research
Patricia Sunderland, Elizabeth G. Taylor, and Rita Denny
Human Organization 63(3), 2004Download File >
Based on experience conducting research among Mexican Americans, we discuss the value and dynamics of collaboration among researchers and respondents across ethnicities and disciplines.
Psychology vs. Anthropology: Where is Culture in Marketplace Ethnography?
Patricia Sunderland and Rita Denny
In Advertising Cultures, T. Malefyt and B. Moeran, eds. London: Berg, 2003Download File >
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.