Atnaujintas knygų su minimaliais defektais pasiūlymas! Naršykite ČIA >>
Ethnography in Marketing and Consumer Research is intended to assist researchers in employing ethnographic methods in marketing and consumer research. This is in response to the demands of practitioners, students, and academics who want to know more about ethnographic research, but who may not have had a formal training or exposure. Ethnographic research is concrete evidence of what is conventionally referred to as qualitative (or sometimes, interpretive) research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people's daily lives. The authors offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. This monograph also provides a framework and some general principles.
| Autorius: | Alladi Venkatesh, David Crockett, Samantha Cross, |
| Leidėjas: | Now Publishers Inc |
| Išleidimo metai: | 2017 |
| Knygos puslapių skaičius: | 110 |
| ISBN-10: | 1680832344 |
| ISBN-13: | 9781680832341 |
| Formatas: | 234 x 156 x 6 mm. Knyga minkštu viršeliu |
| Kalba: | Anglų |
Parašykite atsiliepimą apie „Ethnography in Marketing and Consumer Research“
