Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify
unmet needs, stimulate novel insights, create strategies and develop new ideas. Hy Mariampolski, author of Qualitative
Market Research: A Comprehensive Guide (Sage, 2001) again takes readers on a voyage of discovery in Ethnography
for Marketers. These two companion works are essential guides for marketers seeking rich insights into their customers'
thoughts and behaviors.
Key Features
Offers a step-by-step guide to help students and practitioners plan and execute ethnographic marketing research
studies of their own
Sets standards emphasizing best practices in ethnographic market research
Provides real-world examples and experienced-based advice for novices and experienced market researchers
Introduces powerful methods for new product/service innovations
Approaches the topic cross-culturally and internationally demonstrating effective techniques for creating innovations
around the world
Ethnography for Marketers is designed as a standard training and reference resource to help corporate managers
and marketers design and implement ethnographic studies. It is an excellent textbook for advanced undergraduate
and graduate students studying ethnography or research methods in a variety of programs including business, sociology,
anthropology and education.