- Hardcover: 368 pages
- Publisher: Routledge; 1 edition (November 30, 2007)
- Language: English
- ISBN-10: 1598740903
- ISBN-13: 978-1598740905
- Product Dimensions: 6 x 1.2 x 9 inches
- Shipping Weight: 1.6 pounds (View shipping rates and policies)
- Average Customer Review: 13 customer reviews
- Amazon Best Sellers Rank: #4,678,750 in Books (See Top 100 in Books)
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Doing Anthropology in Consumer Research 1st Edition
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"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, Univ. California Irvine
"Whatever type of anthropology you might pursue, youll find an entree to the field in the following pages." John Sherry, Northwestern University
"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, and several of my former students have gone on to careers in market research. 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.... [It is] eloquently written with wit and candor, and filled with intriguing vignettes illustrating just how important the work of practitioners can be in advancing anthropological theory and method. Their use of multiple methods within the overall ethnographic framework, including rapid appraisal and semiotic analysis, is a model for contemporary fieldworkers, regardless of the location or domain of their work. " Donald Stull, University of Kansas
"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
From the Inside Flap
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.
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This is the kind of book a professor would write himself and require his class to buy in order to beef up his salary. Save your time and money.
Authors Sunderland and Denny describe their vivid experiences in the so-called field of Ethnographic Research, a trend that has been gaining popularity in the USA where only "facts," "figures" and "statistical validation" have been the norm. While the mantra in the quantitative research world is "if something exists, it must be measurable" the world that Sunderland and Denny reflect in their book says "if something exists, it must have a meaning."
This book will be very useful for those serious about consumer research. It goes through what ethnography is to the invaluable (and most of the time unseen) world of cultural analysis.
If you are tired of getting the same outcome in your consumer research, "Doing Anthropology" will broaden your scope. The reader will discover a new way of perceiving reality, where the act of consumption is far more than an economic transaction but a symbolic one, where the meaning of things is more important than the things themselves.
"Doing Anthropology" is also a generous act where the authors give us their secrets and share their fears and hopes as they are lived in the exciting world of consumer research. For academically oriented readers, the book is full of notes and sources, making it a great compilation of useful information.
PeccataMinuta: I only wish that the many pictures of the book were in full color. After all, color is a meaning itself, an element that would make Sunderland and Denny's argument more vivid.
Thomas Clayre said: "Indeed, it is well said, in every action there is inexhaustible meaning," and this book will give you a pair of glasses to discover that your brand values less from what it is than from what it means.
Most recent customer reviews
I recommend this book if you are interesting in learning about consumer behavior and anthropology.