Free PDF Doing Anthropology in Consumer Research, by Patricia L Sunderland, Rita M Denny
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Doing Anthropology in Consumer Research, by Patricia L Sunderland, Rita M Denny
Free PDF Doing Anthropology in Consumer Research, by Patricia L Sunderland, Rita M Denny
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Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of “ethnography” in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors’ own eclectic research―from coffee in Bangkok and boredom in New Zealand to computing in the United States―using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.
- Sales Rank: #231132 in Books
- Brand: Brand: Left Coast Press
- Published on: 2007-12-02
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .80" w x 6.00" l, 1.10 pounds
- Binding: Paperback
- 368 pages
Features
- Used Book in Good Condition
Review
CHOICE OUTSTANDING ACADEMIC BOOK. "In this outstanding, eloquent, and comprehensive text, anthropologists Sunderland and Denny bring valid academic interpretation of the applications of anthropological methodologies to the practice of consumer research and marketing. Commentaries by anthropologists and marketing experts preface each section of the text, while a candid ethnographic narrative and the review of ethnoracial symbolism provides readers with new layers of understanding regarding the research process. An excellent reference for students, faculty, and the general public passionate about the topic. Summing Up: Highly recommended." —M. L. Hattari, California State University-Sacramento, CHOICE
"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
"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
"Whatever type of anthropology you might pursue, you’ll find an entree to the field in the following pages." —John Sherry, Northwestern 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 // "This is, in fact, a great book. Not just a good read, but one of those rare books that is sure to repay re-reading multiple times." —John McCreery, Anthropology Reviews Database // "The book is both an informative and entertaining overview of the importance of using anthropology and ethnography in research, as well as a guide to the perils and pitfalls that comprise its use—the archaic notions still used by many so-called marketing gurus....While authoritative, the writing style is by no means dense or difficult to read through....I certainly recommend the book to marketing researchers, students, and executives and employees at advertising firms." —Michael Barone, Journal of Consumer Marketing
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 authorsa own researchafrom coffee in Bangkok and boredom in New Zealand to computing in the United Statesausing methodologies from focus groups and rapid appraisal to semiotics and visual ethnography.
About the Author
Rita Denny and Patricia Sunderland are anthropologists and founding partners of Practica Group, LLC, where their clients have included General Motors, Daimler-Chrysler, AT&T, Verizon, Boeing, and The Miss America Pageant. They have published articles in Journal of Business Research, Anthropological Quarterly, Human Organization, Consumption Markets and Culture, Research Magazine, and Anthropology News, and book chapters in Advertising Cultures (Berg); Creating Breakthrough Ideas (Bergin and Garvey); and Handbook of Qualitative Research Methods in Marketing (Edward Elgar). Rita Denny and Patricia Sunderland are anthropologists and founding partners of Practica Group, LLC, where their clients have included General Motors, Daimler-Chrysler, AT&T, Verizon, Boeing, and The Miss America Pageant. They have published articles in Journal of Business Research, Anthropological Quarterly, Human Organization, Consumption Markets and Culture, Research Magazine, and Anthropology News, and book chapters in Advertising Cultures (Berg); Creating Breakthrough Ideas (Bergin and Garvey); and Handbook of Qualitative Research Methods in Marketing (Edward Elgar).
Most helpful customer reviews
0 of 0 people found the following review helpful.
Want to reach consumers? Look elsewhere.
By audio lover
The book arrived on time and in good condition but wasn't worth reading. I have a small art business and hoped this book would clue me in to the latest anthropological consumer research so that I could take advantage of its findings by learning how to identify and meet my ideal customers. No such luck. Short essay after short essay (abstracts really) about people working in the field and how they went about their work among often impoverished people (none seeming to relate to consumers or how to understand them.) How about in Cuba, Romania, among the Maori? For example, a writer's hosts pretended to have eaten before he arrived because they only had food enough for two, him and his wife. How, not to mention why, would you study people in those conditions in order to increase your sales? No prosperous communities mentioned and none an American businessperson could reach -- if he wanted to.
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.
0 of 0 people found the following review helpful.
Essential for ethnographers
By Amazon Customer
Essential to the toolkit of an ethnographer. Would highly recommend.
1 of 1 people found the following review helpful.
An inspiration for students
By William O. Beeman
We are using this book in our Business Anthropology course at the University of Minnesota. It is an inspiration for students. Students have been blasted with the utterly false idea that anthropology is useless as a preparation for a non-academic career. This book convinces students instantly that this old stereotype is wrong, and that in studying anthropology are absolutely in the right place to gain an advantage in the business world. Anthropology is superbly suited for a creative business career, and this book shows everyone how and why.
See all 12 customer reviews...
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