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Ethnography for Marketers: A Guide to Consumer Immersion, by Hy Mariampolski
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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.��
- Sales Rank: #1167776 in Books
- Published on: 2005-06-21
- Original language: English
- Number of items: 1
- Dimensions: 9.02" h x .56" w x 5.98" l, .79 pounds
- Binding: Paperback
- 264 pages
Review
"Ethnography for Marketers: A Guide to Consumer Immersion provides a good primer for market researchers wishing to engage in ethnographic fieldwork.� It offers useful background and practical guidance on conducting ethnographic fieldwork in an easy-to-read and enjoyable style... He [Hy Mariampolski]�is at his best when describing how to design and carry out ethnographic projects.� The stories he tells from his own market research practice make the text a rich learning experience for readers...Ethnography for Marketers: A Guide to Consumer Immersion is a welcome addition to qualitative market research bookshelves from a guru with a wealth of professional experience."���� (Maryann McCabe 2005-05-01)
"Mariampolski’s book is accessible without being simplistic, detailed without being intimidating and enthusiastic without tub-thumping. The book start with an outline of the history of ethnography (or, as the author puts it, its intellectual heritage), and goes on to explore both its power and range of applications. But the bulk of the book is a detailed exploration of the practicalities of the work, including design, recruitment, logistics, site visits, and interaction with respondents. Not surprisingly, particular emphasis is put on data collection, including mapping – looking at what Mariampolski describes as the social ecology of the home or workplace – diaries, audio and video recording, and the complexities and subtleties of observation, which seems such a simple task but maybe isn’t. All in all, this is a splendid do-it-yourself guide to ethnography for use in our neck of the research woods. The book will provide a useful background to what is perhaps an ideal form of investigation, getting closer to understanding what can never be possible with groups and depths. A useful counter-balance to the understandable trend towards off the shelf and perhaps over-simplistic research �studies, this book not only provides a guide to the ways and means of ethnography but will provide virtually everyone with new thoughts on the research we could do, and sometimes perhaps should do." (Michael Warren RESEARCH MAGAZINE 2006-03-03)
"Ethnography for Marketers promises to establish itself as an important, practical handbook for anyone engaging or about to engage in this burgeoning sub-division of qualitative research. This book contains some theory but focuses much more on hands-on practice. The author must be praised for putting much practical wisdom into our hands. How-to research books are often long on procedure and short on interpretation. Not so with this book. Hints on analysis and developing sound answers for buyers are plentiful. The appendices are rich in material that can inspire and guide the budding ethnographer. Here the author seized the high ground: Mount Sinai, to be precise, from which he delivers the "Ten Commandments for Great Ethnography". It I were to add one, it would be- Go for it!" (Mark Lovell VUE 2006-06-09)
"Mariampolski provides strategies and tips for conducting onsite marketing research into consumers' behaviors and lifestyles. This useful guide also includes information on the cultural and ethical aspects of conducting research and how to establish rapport with respondents." (P. G. Kishel 2006-07-12)
"The principal strength of this book is that it is well organized and forms an excellent primer for a person, who may have no previous background in the area, to get to know about what�ethnography is, why it is useful, its genesis, how to use it in various situations, and the various do's and don'ts involved in using ethnography as a tool to gather and interpret date from consumers. The various chapters on setting up a piece of ethnographic research and executing it are especially good. It is a useful addition to the set of materials that are available to marketers for ethnographic research." (Arvind Sahay The Journal of Business Perspective 2006-08-21)
"This book is clearly targeted at an audience comprising market research professionals who want to expand their repertoire of research methods, people working in research agencies, consultancies and client organizations. The book is excellent in its coverage of both the reasons behind the need to use ethnography and the 'how to' of the ethnographic process.�. . . People being exposed to this method for the first time will appreciate the comprehensiveness of the book." (Manu Parashar 2007-02-28)
About the Author
Hy Mariampolski is Managing Director of QualiData Research Inc. (www.qualidataresearch.com), New York and San Francisco. Hy holds a Ph.D. from Purdue University and has held academic appointments at Indiana University, Kansas State University, Yeshiva University and Hunter College of the City University of New York. He has conducted qualitative market research studies for a wide range of clients such as Hallmark Cards, Citibank, KPMG, The Clorox Company, Avery-Dennison, Colgate-Palmolive, Motorola, Moen, Johnson + Johnson, J. Walter Thomson, Young and Rubicam, Moulinex, Cognac Hennessy and Nissan Motors.
Most helpful customer reviews
4 of 4 people found the following review helpful.
Ethnography for Marketers
By Jacqueline H. Beckley
Ethnography is "hot" right now. Understanding your customer and consumer is trendy. Mariampolski has been conducting and educating people about ethnography long before it was in vogue. This book is a must read for everyone who is even thinking about what the word means. Why? Dr. Mariampolski writes in a most engaging style which makes this "textbook" read easily and enjoyably. He knows what he is talking about since he is one of the most noteworthy marketing ethnographers in the world today. For those of us who are time crunched, reading the first couple of chapters creates enough knowledge that one is no longer asking, what is ethnography? Hy creates the context for truly understanding the goals and differences between ethnography and other qualitative approaches and where this approach has emerged in the world of consumer understanding. For those who want more of a step-by-step, that is part of the book and allows a researcher to have a sense about whether they or their agency are implementing ethnographic principles. Mariampolski's love of educating and engagement with the consumer make this a book for ANYONE who is saying the word - ethnography - a must read and a staple on shelf for researchers and marketers in all fields.
5 of 5 people found the following review helpful.
This man is state of the art - and this field of research is growing fast.
By D. Stuart
Ethnography is about "living with the tribe" and understanding holistically the significance of what they say and do. In recent years since the mid-1990s, this school has grown increasingly attractive for marketers and researchers simply because classic phone surveys and focus groups have not fully explained consumer behaviour. Researchers want, and need, to go deeper.
Here, Hy Mariampolski - who is globally acclaimed in research circles as a challenging, articulate champion of qualitative research - literally writes the book on the art and science of "immersion" amongst the consumer tribes we study.
Thoughtful, practical and above all inspiring - this will help researchers confidently go where too few of us have gone before: into the everyday lives of those once-distant (phone interviews?) respondents. I unreservedly recommend it. This volume has proved an excellent guide for two of my projects already.
3 of 3 people found the following review helpful.
Experienced or not, this book is a bargain!
By John D. Cashmore
This book provides many insights into the entire process of conducting ethnographies and in-field oberservations whether the reader is experienced or not. Backed by case studies and experience, Ethnography for Marketers can be used as a check list, a manual, a sequencer and more. Dr. Mariampolski's insights and clear presentation of "How To" and "How Not To" make for an informative easy read. Additionally, many of the tactics are easily adaptable to any in-field qualitative research in almost any category with any class of trade.
This is a must read for any qualitative researcher.
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