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Ethnography for Marketing and Consumer Research

Author

Listed:
  • Venkatesh, Alladi
  • Crockett, David
  • Cross, Samantha
  • Chen, Steven

Abstract

This is intended to assist researchers in employing ethnographic methods in marketing and consumer research. It is our response to the demands of practitioners, students, and academics who want to know more about ethnographic research, but who may not have had a formal training or exposure. Ethnographic research is an instantiation of what is sometimes referred to as interpretive research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people’s daily lives. We offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. We also provide a framework and some general principles.

Suggested Citation

  • Venkatesh, Alladi & Crockett, David & Cross, Samantha & Chen, Steven, 2017. "Ethnography for Marketing and Consumer Research," Foundations and Trends(R) in Marketing, now publishers, vol. 10(2), pages 61-151, January.
    • Handle: RePEc:now:fntmkt:1700000043
    DOI: 10.1561/1700000043
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    References listed on IDEAS

    as
    1. Sherry, John F, Jr, 1983. "Gift Giving in Anthropological Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 157-168, September.
    2. Özlem Sandikci & Güliz Ger, 2010. "Veiling in Style: How Does a Stigmatized Practice Become Fashionable?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 15-36, June.
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    More about this item

    Keywords

    Ethnographic methods; Qualitative research; Interpretive research;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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