Doing Anthropology in Consumer ResearchPaperback
- Publisher: Left Coast Press Inc
- Format: Paperback | 352 pages
- Dimensions: 150mm x 229mm x 18mm | 499g
- Publication date: 1 September 2009
- Publication City/Country: Walnut Creek
- ISBN 10: 1598740911
- ISBN 13: 9781598740912
- Illustrations note: 70 illus.
- Sales rank: 379,166
Doing Anthropology in Consumer Research is the essential new guide to the theory and practice of conducting ethnographic research in corporate consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of 'ethnography' in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization has also too often divorced ethnography from its foundations, resulting in distortions in its use as a method of research as well as the concept of culture. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis.The engrossing text draws on decades of the authors' own eclectic research - from coffee in Bangkok and advertising in New Zealand to technology and boredom in the United States - using methodologies from focus groups and in situ interviews to semiotics and visual ethnography. Four provocative forewords by leaders in anthropology and consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments. With Forewords by Russell Belk, Frederic Gleach, Vilma Santiago-Irizarry, John Sherry, Donald Stull.
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Rita Denny and Patricia Sunderland are anthropologists and founding partners of Practica Group, LLC, where their clients have included General Motors, Daimler-Chrysler, AT&T, Verizon, Boeing, and The Miss America Pageant. They have published articles in Journal of Business Research, Anthropological Quarterly, Human Organization, Consumption Markets and Culture, Research Magazine, and Anthropology News, and book chapters in Advertising Cultures (Berg); Creating Breakthrough Ideas (Bergin and Garvey); and Handbook of Qualitative Research Methods in Marketing (Edward Elgar).
'This book is a gem, and one long awaited by academic applied anthropologists like me. I have taught courses in applied anthropology and ethnographic research methods for many years... Had I had access to such a text earlier, my students would have been far more aware of and far better prepared for the careers that awaited them.' From the foreword by Donald Stull 'This work succeeds brilliantly in blurring the increasingly unhelpful perception of a divide between 'applied' and 'academic' anthropology. Along several dimensions, it demonstrates how 'cutting edge' and indeed 'theoretical' post-1980s ethnographic research on consumers and marketing has been. Among the current literature in this field, this book has the comprehensiveness to serve as an ideal teaching tool.' George Marcus, University of California Irvine 'Whatever type of anthropology you might pursue, you'll find an entree to the field in the following pages.' From the Foreword by John F. Sherry, Jr. 'The varied engagements with research problems, the entanglements considered in the doing of research, and the reflexive requirements examined when the self is the instrument doing research make this book a valuable resource for qualitative researchers and students across the disciplines of the social sciences and the varied locales of applied practice associated with these disciplines.' HartMut Mokros Rutgers University 'The varied engagements with research problems, the entanglements considered in the doing of research, and the reflexive requirements examined when the self is the instrument doing research makes this book a valuable resource for qualitative researchers and students across the disciplines of the social sciences and the varied locales of applied practice associated with these disciplines.' Hartmut Mokros, Rutgers University 'Patti Sunderland and Rita Denny (Practica Group, LLC) have done what many have only talked about. They have published a book on doing anthropology in industry and in commercial research... offering a work like this to a client can go a long way to clarifying what we do, and facilitating dialogue over problem definition.' Inga E. Treitler, Anthropology News 'Whatever type of anthropology you might pursue, you'll find an entree to the field in the following pages.' John Sherry, Northwestern University
An essential new guide to the theory and practice of conducting ethnographic research in consumer environments, drawing on decades of the authorsa own researchafrom coffee in Bangkok and boredom in New Zealand to computing in the United Statesausing methodologies from focus groups and rapid appraisal to semiotics and visual ethnography.
Table of contents
PrefacePart One: Introduction 1. Anthropologists and Anthropology in Consumer Research2. What Does 'Doing Cultural Analysis' Mean?3. Framing Cultural Questions: What is Coffee in Benton Harbor or Bangkok?Part Two: Engaging Approaches Forword: The Ordinary Matters: Making Anthropology AudibleDonald StullForeword: Apposite Anthropology and the Elasticity of EthnographyJohn F. Sherry, Jr. The Social Life of Metaphors: Have we become our Computers?5. Finding Ourselves in Images: A Semiotic Excursion6. Contextualizing Emotion: When Did Boredom, Paranoai and ""Being Strong"" Become Emotions?7. Diagnosing Conversational DetailsPart Three: Engaging EntanglementsForeword: Entangled by Russell BelkForeword: Reflexivity and Visual Media: Entanglements as a Productive Fieldby Vilma Santiago-Irizarry and Fred Gleach8. Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity9. Ethnographic Videao in Consumer Research: Fulfilling the Promise? 10. Photographs, Ethics, and Exoticization in/of PracticePart Four: Engaging One Another 11. Concluding Remarks