Ethnography for Marketers: A Guide to Consumer Immersion
Author: Hy Mariampolski
"Ethnography for Marketers does an excellent job of capturing the academic aspects of ethnography but does so from a practical, useful point of view. Author Hy Mariampolski's expertise in the field is clearly communicated through the vast, in-depth coverage of the various aspects of ethnography for purposes of marketing research."
--Cara Lee Okleshen, Peters Winthrop University
"I've been waiting for this book -- a practical, how-to guide to conducting ethnographic studies for practitioners and clients, studies that will yield useful consumer insights that can impact marketing practice."
---Ellen Day, The University of Georgia
Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify unmet needs, stimulate novel insights, create strategies and develop new ideas. Hy Mariampolski, author of Qualitative Market Research: A Comprehensive Guide (Sage, 2001) again takes readers on a voyage of discovery in Ethnography for Marketers. These two companion works are essential guides for marketers seeking rich insights into their customers' thoughts and behaviors.
Key Features
- Offers a step-by-step guide to help students and practitioners plan and execute ethnographic marketing research studies of their own
- Sets standards emphasizing best practices in ethnographic market research
- Provides real-world examples and experienced-based advice for novices and experienced market researchers
- Introduces powerful methods for new product/service innovations
- Approaches the topic cross-culturally and internationally demonstrating effective techniques for creating innovations around the world
Ethnography for Marketers is designed as a standard training and reference resource to help corporate managers and marketers design and implement ethnographic studies. It is an excellent textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology and education.
"Mariampolski, a sociologist by training, is not your traditional market researcher."
--THE WASHINGTON POST
Talk to the author! qualidataresearch.com
Books about economics: Casseroles or Alfred Portale Simple Pleasures
Quality Software Management: Systems Thinking, Vol. 1
Author: Gerald M Weinberg
In this first volume of the Quality Software Management series, Gerald M. Weinberg tackles the first requirement for developing quality software: learning to think correctly — about problems, solutions, and quality itself.
Guidelines on management are introduced to stimulate the kind of thinking needed.
Booknews
In the first of three volumes about quality, management, and productivity, Weinberg discusses software development organizations in terms of their culture, and he observes the patterns of their behavior. Organizations can be classified as one of six cultural patterns, ranging from Pattern One (obvious to the existence of software management) to Pattern Six (fully synchronized software development). He discusses the performance of each pattern and shows how companies can climb the ladder to higher quality. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Table of Contents:
Acknowledgments ..... xiiPreface ..... xiii
I Patterns of Quality
1 What Is Quality? Why Is It Important? ..... 3
- 1.1 A Tale of Software Quality ..... 3
1.2 The Relativity of Quality ..... 5
1.3 Quality Is Value to Some Person ..... 7
1.4 Precision Cribbage ..... 8
1.5 Why Improving Quality Is So Difficult ..... 9
1.6 Software Culture and Subcultures ..... 12
1.7 Helpful Hints and Suggestions ..... 13
1.8 Summary ...... 13
1.9 Practice ..... 14
- 2.1 Applying Crosby's Ideas to Software ..... 16
2.2 Six Software Subcultural Patterns ..... 21
2.3 Pattern 0: Oblivious ..... 23
2.4 Pattern 1: Variable ..... 24
2.5 Pattern 2: Routine ..... 26
2.6 Pattern 3: Steering ..... 29
2.7 Pattern 4: Anticipating ..... 30
2.8 Pattern 5: Congruent ..... 30
2.9 Helpful Hints and Suggestions ..... 31
2.10 Summary ..... 31
2.11 Practice ..... 32
- 3.1 Changing Thought Patterns ..... 33
3.2 Using Models to Choose a Better Pattern ..... 36
3.3 Opening Patterns to Information ..... 43
3.4 Helpful Hints and Suggestions ..... 46
3.5 Summary ..... 47
3.6 Practice ..... 48
4 Control Patterns for Management ..... 53
- 4.1 Shooting at Moving Targets ..... 54
4.2 Aggregate Control Model...... 55
4.3 Patterns and Their Cybernetic Control Models..... 58
4.4 Engineering Management ..... 61
4.5 From Computer Science to Software Engineering ..... 66
4.6 Helpful Hints and Suggestions ..... 68
4.7 Summary ..... 69
4.8 Practice ..... 70
- 5.1 Why Things Go Awry ..... 71
5.2 Linear Models and Their Fallacies ..... 76
5.3 Diagram of Effects ..... 78
5.4 Developing a Diagram of Effects from the Output Backward ..... 80
5.5 Nonlinearity Is the Reason Things Go Awry ..... 83
5.6 Helpful Hints and Suggestions ..... 84
5.7 Summary ..... 86
5.8 Practice ..... 86
- 6.1 The Humpty Dumpty Syndrome ..... 88
6.2 Runaway, Explosion, and Collapse ..... 89
6.3 Act Early, Act Small ..... 92
6.4 Negative Feedback-why Everything Doesn't Collapse ..... 94
6.5 Helpful Hints and Suggestions ..... 97
6.6 Summary ..... 98
6.7 Practice ..... 98
- 7.1 Methodologies and Feedback Control ..... 101
7.3 It's Not the Event That Counts, It's Your Reaction to the Event ..... 111
7.4 Helpful Hints and Suggestions ..... 113
7.5 Summary ..... 113
7.6 Practice ..... 114
- 8.1 I'm Just a Victim ..... 116
8.2 I Don't Want to Hear Any of That Negative Talk ..... 119
8.3 I Thought I Was Doing the Right Thing ..... 122
8.4 Helpful Hints and Suggestions ..... 124
8.5 Summary ..... 125
8.6 Practice ..... 125
9 Why It's Always Hard to Steer ..... 129
- 9.1 Game of Control ..... 129
9.2 Size/Complexity Dynamic in Software Engineering ..... 135
9.3 Helpful Hints and Suggestions ..... 140
9.4 Summary ..... 141
9.5 Practice ..... 141
- 10.1 Reasoning Graphically About the Size/Complexity Dynamic ..... 143
10.2 Comparing Patterns and Technologies ..... 148
10.3 Helpful Interactions ..... 153
10.4 Helpful Hints and Suggestions ..... 156
10.5 Summary ..... 157
10.6 Practice ..... 158
- 11.1 Customers Can Be Dangerous to Your Health ..... 159
11.2 The Cast of Outsiders ..... 164
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