The Way You See Is What You Get: Market Research As Marketplace Enactment

Based on the understanding of market research as ideologically embedded performative practices, the presentation explores how a global ethnographic market research practice in a global advertising agency enacts consumer representations and marketplace imageries. The analysis of multi-method and multi-sited data shows the influence of the initial ontological premises of market research methods as they are re-enacted in the ‘findings’ as consumers and marketplaces are reconfigured along different structures of stratification. Hence the presentation empirically substantiates the notion of markets as social constructions.



Citation:

Sophie Møller Bjerrisgaard (2011) ,"The Way You See Is What You Get: Market Research As Marketplace Enactment", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 70-71.

Authors

Sophie Møller Bjerrisgaard, University of Southern Denmark, Denmark



Volume

E - European Advances in Consumer Research Volume 9 | 2011



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