Ethnography has been used in marketing and consumer research for many years. If you were designing a textbook for consumer ethnography, what chapters would you include?
Hi Paul!
Here are some topics that may be considered as chapters of your book:
1. Methodological underpinnings of ethnographic research: A comparison of
different schools of thought
2. The rise of consumer ethnography
3. Qualitative research methods in consumer psychology and comparative
analysis of the qualitative strategies for marketing research
4. Ethnography in strategic consumer research
5. Digital ethnography
6. Ethical perspectives of digital ethnography, consumer informatics and online
content
7. Ethnography in practice: A guide
Hello George, it's great to hear from you. How are you? I really like your chapters and think this would make a great book for graduate and undergraduate courses I tech in consumer ethnography!
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