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Results for: Marketing

Doing Anthropology in Consumer Research

November 2007

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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.

Tags: Business Anthropology, Cultural Analysis, Ethnography, Marketing

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