Le terrain : une notion (peu) académique ? Apports pluridisciplinaires à la recherche du monde empirique de l’ethnomarketing

This conceptual article focuses on the notion of field - a key notion in studies using an ethnographic approach - and seeks to determine whether certain fields are specific to ethnomarketing. In order to contribute to this reflection, a multidisciplinary literature review is first used to highlight the plurivocal nature of the word 'field', and then to describe the uses of 'field' in ethnomarketing. Secondly, a tool (compass) is proposed to facilitate the practice of fieldwork, based on the 4 statuses of field identified in the literature: field as constructed empiricism, field as resistance, field as sensitive experience and field as collected data. Links between digital terrain and physical terrain are also proposed, in order to clearly delineate the contours of the notion of terrain, which has not been the subject of specific interest despite the very frequent use of this term in ethnomarketing.