Doing Anthropology in Consumer Research by Patricia L Sunderland

Doing Anthropology in Consumer Research by Patricia L Sunderland

An essential new guide to the theory and practice of conducting ethnographic research in consumer environments, drawing on decades of the authors own researchfrom coffee in Bangkok and boredom in New Zealand to computing in the United Statesusing methodologies from focus groups and rapid appraisal to semiotics and visual ethnography.

'This book is a gem, and one long awaited by academic applied anthropologists like meI 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

Rita M Denny, Patricia L Sunderland

SKU	Unavailable
ISBN 13	9781598740912
ISBN 10	1598740911
Title	Doing Anthropology in Consumer Research
Author	Patricia L Sunderland
Condition	Unavailable
Binding Type	Paperback
Publisher	Left Coast Press Inc
Year published	2007-11-30
Number of pages	368
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.