27.03.2007
Ethnography for Market: A Guide To Consumer Immersion, Hy Mariampolski 2005
Book Description
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.
"Drawn from nearly a century of anthropological and sociological studies, ethnographic research brings marketers, designers, and planners as close to the consumer as possible in..."
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