Ethnography for Marketers

by Hy Mariampolski

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 takes readers on a voyage of discovery in Ethnography for Marketers. This and his companion work, Qualitative Market Research: A Comprehensive Guide, are essential guides for marketers seeking rich insights into their consumers' thoughts and behaviors.

Key Features:

• Offers a step-by-step guide to help students and practitioners plan and execute ethnographic marketing research studies of their own
• Sets standards emphasizing best practices in ethnographic market research
• Provides real-world examples and experience-based advice for novices and experienced market researchers
• Introduces powerful methods for new product/service innovations
• Approaches the topic cross-culturally and internationally, demonstrating effective techniques for creating innovations around the world.

Ethnography for Marketers is designed as a standard training and reference resource to help corporate managers and marketers design and implement ethnographic studies.

(252 pp., paperback, ISBN 0-7619-6947-0; 2006)