Results for: Marketing
Doing Anthropology in Consumer Research
Patricia Sunderland and Rita Denny
November 2007View Article >
An essential guide to the theory and practice of conducting ethnographic research in consumer environments, drawing on decades of the authors’ own research — from coffee in Bangkok and boredom in New Zealand to computing in the United States.
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.