search query: @freeterm ethnography / total: 15
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| Author: | Arnould, E.J. Price, L.L. |
| Title: | Market-oriented ethnography revisited |
| Journal: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 251-262 |
| Index terms: | markets consumers |
| Freeterms: | ethnography households |
| Language: | eng |
| Abstract: | This article deals with the benefits of an approach to market-oriented ethnographic research leading to insights somewhat different than those provided by two dominant approaches in applied ethnography. This approach privileges relationships and participation in relatedness as the object of analysis. This contrasts with the macro-level approach of trying to "get inside the consumer's head" etc. |
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