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Doing Anthropology in Consumer Research (Englisch) Gebundene Ausgabe – 30. November 2007

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"This book captures the cognitive and visceral essence of consumer behavior with eloquence and vervea]. Whatever type of anthropology you might pursue, youall find an entree to the field in the following pages." aJohn 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." aInga E. Treitler, Anthropology News

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"


"Doing Anthropology in Consumer Research" is the essential new guide to the theory and practice of conducting ethnographic research in corporate 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 has also too often divorced ethnography from its foundations, resulting in distortions in its use as a method of research as well as the concept of culture. 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 advertising in New Zealand to technology and boredom in the United States - using methodologies from focus groups and in situ interviews to semiotics and visual ethnography. Four provocative forewords by leaders in anthropology and 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. It includes Forewords by Russell Belk, Frederic Gleach, Vilma Santiago-Irizarry, John Sherry, Donald Stull.

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Amazon.com: 4.8 von 5 Sternen 10 Rezensionen
11 von 12 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen HOLY HELL 24. Februar 2008
Von Megan M. Stanton - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
This was a grand excursion to say the least, coming from just enough background to THINK I knew anything about what anthropology could be in consumer research, this book made my brain twist and flatten and splinter and weave and jutter and spin itself into a tissy. Not only did I have my pre-conceptions blasted to pieces about exactly what anthropology was and how it related to product development, I left the book with a new view and appreciation for what anthropology actually is, and what enormously important implications it could bring to product development (b/c I dare say it isn't usually this). Inspiring and crucial for anyone one who wants to make relevant things for people.
8 von 8 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Explore the interesting connections between consumer research and cultural anthropology 7. Februar 2008
Von Jeff B. Murray - Veröffentlicht auf Amazon.com
Format: Taschenbuch
Doing Anthropology in Consumer Research by Patricia L. Sunderland and Rita M. Denny is a well-written book exploring the boundaries and connections between academic disciplines and interpretive communities. First, Sunderland and Denny examine the interesting similarities (and differences) between consumer research and cultural anthropology. They note that both of these disciplines rely on ethnography as an important method. The book broadly interprets ethnography to include semiotics, deep interviewing, visual and projective techniques, and participant observation. Sunderland and Denny explore their own consulting projects and academic interests with a reflective engaging style with many interesting examples to develop a convincing argument that consumer researchers need to study anthropology to enhance a cultural analysis and anthropologists should not ignore popular culture. Second, they examine the interface between theory and practice suggesting that academic communities often become encapsulated from real-life problems. After spending most of my life in academia I could not agree with them more. Sunderland and Denny's book helped me to reflect on my own projects in new ways, motivating me to step out of the office, take action, and get involved. This book is must reading for students of marketing, consumer behavior, cultural anthropology, and practitioners of marketing and consumer research.
7 von 7 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A must read if you are serious about consumer research! 6. Februar 2008
Von E. Caccia - Veröffentlicht auf Amazon.com
Format: Taschenbuch
During the last 10 years, I've read many books on consumer research and better understanding the consumer's mind. From Freud to Jung, from MacLean to Levy to Zaltman and others, I've read them all. And even after all that, "Doing Anthropology" is the best book I've read on the topic of consumer research.
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.
4 von 4 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen To end our obsession with psychology 9. Mai 2008
Von Julien - Veröffentlicht auf Amazon.com
Format: Taschenbuch
Psychology is ubiquitous in the world of marketing. It has been since marketers fell in love with Freud. This book is a timely reminder that people are first and foremost social beings. It reminds us to look at what we share (language, symbols) and how this might help companies develop better products, or tap into new market opportunities. The authors have first-hand experience into these questions. Most importantly, they provide a stimulating exposition of cultural analysis. This is an essential read for managers who want to go beyond faddish market research tools and explore how to be better understand the world of customers.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Very readable mix of academic/personal aspects of doing commercial anthropology 7. Februar 2008
Von John Sturges - Veröffentlicht auf Amazon.com
Format: Taschenbuch
I found this book both academic and much like a diary of personal experiences. The authors' reflections on the problems of conducting studies in the commercial world made this book impossible to put down at times. They take you through multiple layers of personal interaction with subjects' and clients' preconceptions and solve what appear to be insurmountable issues. I never knew you could extract so much detailed information about peoples' likes, dislikes and communication patterns from what appears to be such a small sampling. I found the authors' work fascinating. It made me want to become an anthropologist.
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