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Original Article

Teaching Consumer-Oriented Ethnographic Research

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Pages 15-20 | Published online: 08 Dec 2014

References

  • Aaker, David A. (1996), Building Strong Brands, London: Simon and Schuster.
  • Anderson, Ken (2009), "Ethnographic Research: A Key to Strategy," Harvard Business Review, 87 (3), 24.
  • Barnett, Steve (2003), "Understand and Apply Sociology and Anthropology: Build Brands and Leadership Through Anthropology and Scenario Planning," in The Change Champion's Fieldguide: Strategies and Tools for Leading Change in Your Organization, Dave Ulrich, Marshall Goldsmith, Louis Carter, Jim Bolt, and Norm Smallwood, eds., New York: Best Practice, 121-132.
  • Churchill, Gilbert A., Tom J. Brown, and Tracy A. Suter (2009), Basic Marketing Research, 7th ed., Cincinnati, OH: South-Western.
  • Elliott, Richard, and Nick Jankel-Elliott (2003), "Using Ethnography in Strategic Consumer Research," Qualitative Market Research: An International Journal, 6 (4), 215-233.
  • Geertz, Clifford (1977), The Interpretation of Cultures, New York: Basic Books.
  • Jordan, Ann T. (2003), Business Anthropology, Long Grove, IL: Waveland Press.
  • Mariampolski, Hy (2006), Ethnography for Marketers: A Guide to Consumer Immersion, Thousand Oaks, CA: Sage.
  • Sherry, John F., Jr., ed. (1995), Contemporary Marketing and Consumer Behavior: An Anthropological Source, Thousand Oaks, CA: Sage.
  • Sunderland, Patricia L., and Rita M. Denny (2007), Doing Anthropology in Consumer Research, Walnut Creek, CA: Left Coast Press.

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