Commercial Ethnography and the Production of Practice
This paper examines the role that ethnographic research methods play in commercial market research studies. Through our own ethnographic approach, we investigate how commercial ethnography firms and commissioning clients construct consumer knowledge during the course of a commercial engagement. The importance of this research is to explore the ways in which the practices associated with a commercial ethnographic engagement generate new forms of consumer knowledge. Our research seeks to make a contribution to those ethnographic studies within the field of marketing that highlight the roles marketing activities play in the production of cultural meanings and how a practice based approach to understanding sheds light on how organizations construct practice in order to generate new cultural meanings within the consumer marketplace.
Alex Thompson (2011) ,"Commercial Ethnography and the Production of Practice", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 445-446.
Alex Thompson, University of Exeter, UK
E - European Advances in Consumer Research Volume 9 | 2011
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